AdWords Structure
AdWords Structure

We all aware of AdWords and its importance, but do you know what does it mean by Adwords Structure? The level below campaigns in your AdWords account structure consists of your ad groups. Ad groups: Create the structure within each campaign are organized by theme. In this article, we’ll cover the basics of building out an awesome AdWords structure in the following parts:

AdWords Structure
AdWords Structure
  • The Campaign Level
  • The Ad Group Level
  • AdWords Account

The Campaign Level

A campaign represents a marketing initiative in a particular area within your business (e.g., sell more services vs. products). Campaigns allow you determine the budget, language setting, geo-location targeting, etc. If you have different marketing budgets or you need to target your ads to different demographics, then based on these varying conditions you should create different campaigns.

The Ad Group Level

Ad groups represent a collection of keywords with a common theme. Ad groups can also contain different versions of the ads. For example, if you are selling different products such as LCD TVs and audio systems then you should create different ad groups.

AdWords Account

An AdWords account should represent an individual business. If you have multiple businesses or clients for which you manage AdWords account it is highly recommended that you create separate accounts for each business or client.

What Do Ad Groups Accomplish?

The level below campaigns in your AdWords account structure consists of your ad groups. Ad groups:

  • Create the structure within each campaign
  • Are organized by theme
  • Control keyword/ad association

AdWords Structure

AdWords Structure
AdWords Structure

Campaign Architecture> Quality Score> Ad Rank> Ad Position

Ad Rank

This is used to determine if your ad will show and where it will show.

Ad Position

The AdWords auction is the process that happens with each Google search to decide which ads will appear for that specific search and which position the ad will receive. This is where your ad appears on the SERP page relative to the other ads and is determined by Ad Rank

Quality Score

Having a high-quality Score means that AdWords thinks your ad and landing page are relevant and useful to someone looking at your ad.

Quality Score components include:

  • Ad’s expected CTR
  • Display URL’s past CTR
  • Quality of the ad’s landing page (relevant, transparent, & easy to navigate)
  • Geographic performance
  • Performance of targeted devices

How Does AdWords PPC Quality Impact Ads?

AdWords Structure
AdWords Structure

Higher quality ads typically lead to lower costs and better ad positions. AdWords works best when ads are relevant and relevant ads tend to earn more clicks, appear in a higher position, and bring retailers the most success.

“The bottom line here is even if a competitor is bidding higher than you if you have a relevant ad and a high-quality score – you can technically earn a higher ad position at a lower bid.”

The auction process is repeated for every search on Google, therefore each auction can have potentially different results. Retailers should keep in mind that it is normal to see fluctuation in ad presence and ad position; results will depend on the competition at the time of the search.

AdWords Text Ads Essentials

The standard type of AdWords text ad typically includes a link to your website and a description or promotion of a product.

General text ad structure will include:

  • Headline (25 characters)
  • Description 1 (35 characters)
  • Description 2 (35 characters)
  • Display URL (35 characters)
  • Destination URL

Best Practices for Text Ads:

  • Punctuation

The character count in an ad is limited to 25 characters per headline, and 35 characters per description line and display URL. When writing an ad, one must stay within character limitations; otherwise, the ad will not show on the SERP. In terms of punctuation, it’s always a good idea to use registered trademark symbols on any brand name not only for legal reasons but because the symbol will draw users’ eyes to the ad and more importantly, it will convey authenticity and reliability.

You should always end your description line 1 with a period. This is important because in some cases if your ad shows high enough in ad position on the SERP page, Google sees that period and in some cases will append your description 1 line into your headline, which will give you a longer headline which is important because the headline is in bold and bigger font than the rest of your ad. (You will be taking up more real estate on the SERP page.)”

  • Ad Copy

    • CTAs – The call to action is going to be in description line 1. (Examples of CTAs are: “shop”, “purchase”, “buy” or “browse”)
    • Value Props – The value props should be in description line 2. (Examples of value props include: “free shipping”, “no tax”, “50% off”)

 Keywords vs. Search Queries

Keywords can be defined as the semantic derision or reduction of a given search query. Multiple search queries pertaining to cookware sets (ex. “copper bottom cookware set”; “stainless steel cookware set”) could have the common keyword of “cookware set,” depending on the match type.

Search Queries are the actual string of words that a search engine user types into the search box or the real-world application of a keyword.

Keyword Match Types

  • Exact Match
    • The most specific and restricted match type.
    • Ads are only triggered when users type in the exact strength of words.
  • Phrase Match
    • Ads that are only triggered when users type in the exact string of words, however, there can be any words before or after the strong or words
  • Broad Match
    • Reaches the widest audience
    • Ads are triggered whenever a user types in any word in your key phrase, in any order
  • +Broad + Match + Modified (BMM)
    • Similar to broad match with additional restrictions
    • Ads are triggered when users type in all the words in your key phrase, in any order
  • Negative Match
    • Ads will not be triggered when users type in a string of words that includes a negative
    • Used to “sculpt” ad groups and campaigns

Ad Extensions

Sitelink extensions are meant to help users navigate your site.

Location extensions show your business address, phone number, and a map marker with ad text. On mobile, they include a link to directions to a business. Click on ads with location extensions typically cost a standard cost-per-click.

Call extensions encourage calls to a business by showing a phone number with your ad. To display a clickable call button with an ad (on high-end mobile devices) costs about the same as a headline click (a standard CPC).

Review extensions must be accurate, current, credible, non-duplicate third-party review of the advertiser’s business. When retailers create a review extension, they will choose and enter their own quoted or paraphrased review. Retailers can use a paraphrased or exact quote, as long as it’s attributed and linked to the published course. NOTE: This is different than seller ratings.

Callout extensions allow retailers to include additional text with their search ads. This lets retailers provide detailed information about their business including products and services they offer. Callouts appear in ads at the top and bottom of Google search results.

AdWords PPC Account Structure

AdWords Structure
AdWords Structure
  • Campaigns – Each ad type has its own campaign (example: text, remarketing, display, etc.) Based on thematic groups – several types of levers can be utilized at the campaign level including ad scheduling, geo-targeting, budget, mobile, and ad rotation.
  • Ad Groups – Ad Groups inherit campaign settings (with the exception of mobile). They can be thematically grouped within campaigns by keywords and Ad Copy. All keywords trigger all ads in an ad group.
  • Ad schedule: Additional selections within the basic setup include scheduling a start and end date for your campaign, and setting the days and times you want your ads to appear. With proper tracking in place, particular days of the week (or even times of day) will prove to be most effective for your campaign. For example, we found that weekday hours of 10 p.m. to 4 a.m. spent a sufficient amount of budget but was incredibly inefficient in converting to sales — so we shifted the budget to more efficient times of the day.
  • Ad rotation: Select the preferred ad rotation for your campaign. It’s always best to run multiple ads in an ad group and determine top performers through testing. Google will serve ads one of two ways:
  • Rotate: Showing all ads evenly over time.
  • Optimize: Showing ads with higher click-through rates (CTRs) more frequently.

How Many Keywords Should I Have In My Ad Group?

AdWords Structure
AdWords Structure

This is one of the most commonly asked questions that warrant an unsatisfyingly vague answer, like all things AdWords: it depends.

If you’re just getting started, Google suggests you go broad as a way of doing keyword discovery with 10-20 keyword terms. A smaller number of controlled keywords make it easier to create relevant landing pages that fit seamlessly with your ads.

As we mentioned before, it depends on the products and services you’re offering. The number doesn’t matter as much as how you’re using them.

The best way to structure your ad groups for search is to familiarize you with the different keyword options, using the search terms report to analyze performance, negative keywords to eliminate queries and manual bidding to take advantage of high-converting terms.

Why Should I Take The Time To Carefully Structure My Adwords Campaigns?

Your paid ads can’t be like that miscellaneous drawer we all have in our kitchen. You know, the one packed with broken rubber bands and cereal box toys from the 90’s. You’re paying for these ads, so it’s important to manage them with care, but we know things get out of hand sometimes.

Organized accounts will save you time and money. Untangling a million wires each time you want to check in on your sales, leads, and traffic all the time is probably not the best use of your time.

Imagine you have one bad ad in a sea of amazing ads. Naturally, you want to get rid of that bad ad without pausing the rest. If that’s hard to picture, think of the IT guy who was told to find the one bad connector in a mess of wires. He can take the time now to organize and save himself countless hours in the future, or fumble through it for an hour every time.

Ad-Level Structure

On January 2017, Google announced that all ads will follow a new format called Expanded Text Ads, which nearly doubles the original ad text limit. More text means more variables that come into play for advertisers – like longer description lines and relevant display URLs.

This is why we created an AdWords Expanded Text Tool that allows you to quickly create, preview, test, and export Expanded Text Ads in bulk for free!

What Makes A Good Ad?

Google grades your ads by providing a metric called Quality Score, which is determined by your landing page experience, ad extensions, ad copy, expected click-through-rates, and more. Quality Score plays a huge role in determining where you rank in comparison to other ads you’re competing against.

For further reading, we put together a guide on how to achieve a perfect quality score, which goes more in-depth on how everything works.

You’re All Set!

Woohoo! If you have any questions, please leave us a comment below or tweet at us @Kranthi!  We’d love to hear from you! Subscribe Kranthi to stay updated with all current trends and Google updates!




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