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How to Structure Your Google Ads Campaign

When it comes to running a successful Google Ads campaign, structuring your account in a strategic and organized manner is essential. By carefully organizing your campaigns, ad groups, and keywords, you can optimize your campaign for maximum results and cost-effectiveness.

But how exactly should you structure your Google Ads campaign?

In this discussion, we will explore the key steps and considerations to take when structuring your campaign, from setting up account-level settings to creating targeted ad groups and selecting relevant keywords.

By following this structured approach, you’ll be well on your way to running a highly effective Google Ads campaign that drives meaningful results.

Structuring Your Google Ads Campaign

The Google Ads account overview provides a comprehensive understanding of the structure and components that make up a successful Google Ads campaign.

At its core, the campaign structure consists of campaigns, ad groups, keywords, ad copy, and landing pages. Campaigns are the highest level of organization and are typically divided based on marketing budget and broader themes. Within each campaign, ad groups are created to further segment and target specific audiences.

Ad groups contain keywords and ads that are relevant to a particular theme or product category. Keywords play a crucial role in targeting the right audience. They should be carefully chosen and matched with search queries to trigger relevant ads.

Ad copy, on the other hand, should be genuine, compelling, and engaging. It is important to create distinct ad copy for different product categories, especially in a retail setting, to maximize relevance and attract the right customers.

At the ad group level, search ads are created with specific ad text that aligns with the chosen keywords. These ads direct users to landing pages that are optimized for conversion.

Landing pages should be designed with a clear call-to-action and be relevant to the ad text and keywords.

Campaign Level

Campaign level involves the strategic allocation of budget, targeting options, and selecting the most suitable ad type for your Google Ads campaign. At this level, you can create multiple ad groups and campaigns within your Google Ads account. Each campaign can have only one ad type, so it is crucial to choose the most suitable ad type for your campaign structure. The campaign level allows for the structuring of different campaign types, such as search ads, display ads, video ads, and more. It is where you determine how your ads are budgeted, targeted, and presented to your audience.

To give you a clearer understanding of the campaign level, let’s take a look at the following table:

Campaign Name Ad Type Budget
Campaign 1 Search Ads $1000
Campaign 2 Display Ads $2000
Campaign 3 Video Ads $1500

In this example, we have three campaigns with different ad types and budgets. Campaign 1 focuses on search ads, Campaign 2 on display ads, and Campaign 3 on video ads. Each campaign has its own allocated budget, allowing you to control your spending for each campaign. By structuring your campaigns in this way, you can effectively target different audience segments and optimize your ad spend based on the best performing ad types.

Ad Group Level

When structuring your Google Ads campaign, the ad group level plays a crucial role in organizing your ads and keywords based on specific themes or audience targeting. Ad groups are created within a campaign and contain relevant ads and keywords. It is recommended to have multiple ad groups per campaign, each targeting a different theme or audience. At the ad group level, you determine the specific keywords and ad copy that will be used.

One popular ad group structure is the SKAG (single keyword ad group) structure, where each ad group contains only one keyword. This allows for more control over ad relevance, Quality Score, and cost per click. However, it can be time-consuming to set up and manage a large number of ad groups.

When creating ad groups, it is important to consider the keywords that will be used. Aim for 15-20 keywords per ad group to keep them focused and relevant. Use match types and negative keywords to refine your targeting and avoid wasting money on irrelevant clicks.

Additionally, ensure that your ad groups are aligned with your landing pages. The landing page should be relevant to the theme and keywords of the ad group to provide a seamless user experience and improve conversion rates.

Keyword Level

At the keyword level, careful selection and strategic implementation of targeted keywords are essential for optimizing ad relevance and performance in your Google Ads campaign. Keywords determine when your ads show in search results, so it’s crucial to choose relevant and targeted keywords that align with your campaign goals.

One important aspect of managing keywords is utilizing keyword match types. Google Ads offers different match types, such as broad match, phrase match, and exact match. By using these match types, you can refine your targeting and ensure that your ads are shown to the most relevant audience. For example, if you use the exact match type for the keyword ‘151,’ your ad will only be displayed when users search for that exact term.

Regularly reviewing and updating your keyword lists is also essential for campaign optimization. As trends and search behavior change over time, it’s important to stay up-to-date and adjust your keywords accordingly. By monitoring performance metrics and analyzing search terms, you can identify new keyword opportunities and eliminate irrelevant or underperforming keywords.

Implementing effective strategies at the keyword level can greatly improve your ad relevance and overall campaign performance. By selecting the right keywords, utilizing match types, and regularly reviewing and updating your keyword lists, you can increase the visibility of your ads and attract more qualified traffic to your website.

Ad Level

Ad Level is a crucial component of your Google Ads campaign, focusing on creating tailored ads for specific keywords and audiences. At this level, you have the opportunity to optimize your ad copy to ensure it resonates with your target audience. A/B testing strategies can be implemented to test different variations of ad text, allowing you to determine the most effective messaging for your ads. Ad targeting techniques are also employed at the Ad Level to ensure your ads are reaching the right audience.

In addition to ad copy optimization and testing, utilizing ad extensions at the Ad Level can provide additional information to potential customers. Ad extensions best practices include using sitelink extensions or callout extensions to enhance your ad’s visibility and provide more relevant information.

To effectively manage your campaign at the Ad Level, it is important to analyse metrics to track the performance of your ads. This analysis will help you make informed decisions regarding budget allocation and bid management. Conducting keyword research specific to the Ad Level will enable you to target the most relevant keywords for your ads. Improving your Ad Level quality score is also crucial for achieving better ad performance.

Frequently Asked Questions

What Is the Structure of Google Ads Campaign?

The structure of a Google Ads campaign involves targeting options, ad group optimization, keyword research, ad copy creation, budget allocation, tracking conversions, campaign performance analysis, ad scheduling strategies, ad extensions usage, and landing page optimization.

How to Structure Google Ads Campaigns 2023?

To structure Google Ads campaigns effectively in 2023, it is crucial to focus on effective targeting, ad copy optimisation, bid management strategies, keyword research techniques, ad group organisation, campaign budget allocation, tracking and measuring campaign performance, ad scheduling and dayparting strategies, utilising ad extensions, and A/B testing ad variations.

How Do You Structure an Ad Campaign?

An effective ad campaign structure involves targeting the right audience, segmenting ad groups, conducting thorough keyword research, allocating budgets strategically, optimizing ad copy and landing pages, tracking conversions, scheduling ads, utilizing ad extensions, and analysing campaign performance.

How Do I Organize My Google Ad Account?

To effectively organise a Google Ads account, it is crucial to prioritise effective targeting, conduct thorough keyword research, segment ad groups, allocate budget wisely, optimise ad copy and landing pages, implement ad scheduling strategies, track performance, conduct A/B testing, and utilise conversion tracking methods.


In conclusion, structuring your Google Ads campaign effectively is crucial for achieving better results and optimizing costs. By organizing your account into campaigns, ad groups, and keywords, you can ensure relevant targeting and create compelling ads.

Setting up account-level settings, such as negative keywords and shared budgets, further enhances campaign performance. Additionally, regularly reviewing and updating your keyword list and using keyword match types contribute to the success of your campaign.

Following this structure will help you maximize the potential of your Google Ads campaign.