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How to Structure Your Google Ads Campaigns For Best Results

When it comes to running successful Google Ads campaigns, structuring your account in an organised and strategic manner is crucial. But how exactly should you go about it?

Well, there are several levels to consider, starting with the account level. Here, you’ll want to ensure all your settings are relevant and optimised, and that you have a well-thought-out list of negative keywords.

Then, at the campaign level, you’ll need to set budgets, define targeting options, and choose the most effective ad types. But that’s not all.

Within each campaign, it’s important to create multiple ad groups, carefully grouping ads and keywords by theme to enhance relevance.

And of course, at the keyword level, you’ll want to focus on choosing the right keywords, using appropriate match types, and regularly reviewing and updating your keyword list.

By following this structured approach, you can gain better control over how your ads are triggered, improve audience relevance, and ultimately achieve optimal performance.

So, are you ready to take your Google Ads campaigns to the next level?

Google Ads Account Overview

The Google Ads Account Overview provides a comprehensive view of the account, campaigns, ad groups, key terms, and adverts. At the account level, you can set up your account by creating a Google Ads Manager account and configuring account-level settings such as negative key terms and shared budgets. This allows you to have control over the overall performance of your campaigns.

Moving on to the campaign level, you can set the budget, targeting options, and advert types for each campaign. It is recommended to have multiple ad groups and campaigns within your account to effectively target different audiences and objectives. This way, you can structure your campaigns based on specific themes or marketing goals.

At the ad group level, you can group your adverts and key terms by relevant themes. This ensures that your adverts are highly relevant to the key terms and landing pages associated with them. It is important to create compelling advert text and choose landing page URLs that align with the key terms and ad group themes.

Furthermore, at the key term level, you can choose relevant and targeted key terms and use different match types to improve your advert performance. Make sure to conduct thorough key term research using tools like Key Term Planner to identify the most relevant key terms for your campaigns. Additionally, monitoring the Quality Score of your key terms can help you optimise your campaigns for better results.

The Account Level

To effectively manage and optimise your Google Ads campaigns, it is crucial to have a thorough understanding of the Account Level settings and control. The Account Level encompasses the overall settings and control of your entire Google Ads account. It includes account creation, Google Ads Manager account, and account-level settings such as negative keywords, shared budgets, and ad extensions. Implementing these settings at the account level can greatly impact campaign performance and overall account organisation.

Here is an example of how the Account Level settings can be structured:

Setting Description Example
Negative Keywords Excludes certain search terms from triggering your ads ‘free’, ‘cheap’
Shared Budgets Allocates a specific budget across multiple campaigns NZD$1000 per day
Ad Extensions Adds additional information to your ads Site links, callout extensions

The Campaign Level

The campaign level in Google Ads is where you can utilise various targeting options to reach your desired audience. It enables you to organise your ads into different ad groups, ensuring a well-structured and organised campaign.

Additionally, you can set ad scheduling to control when your ads are shown, optimising your campaign’s performance.

Targeting Options

Targeting options at the campaign level enable advertisers to efficiently reach their preferred audience. By using these options, advertisers can ensure that their adverts are displayed to the right individuals, at the right time, and in the suitable place.

Here are two sub-lists of targeting options that can provoke an emotional reaction in the audience:

  • Geographic targeting: With location targeting, advertisers can concentrate on specific geographic areas, enabling them to customise their adverts to local customers. This can create a sense of connection and relevance, making potential customers more likely to engage with the advert.
  • Device targeting: By targeting specific devices, advertisers can optimise their adverts for different platforms, such as mobile or desktop. This ensures that the advert is displayed correctly and provides a seamless user experience. Users are more likely to respond positively to adverts that are tailored to their preferred device.

Ad Group Organisation

Ad group organisation plays a pivotal role in ensuring the relevance and efficacy of adverts and keywords within a campaign.

By structuring ad groups based on theme, advertisers can group relevant adverts and keywords together, allowing for improved targeting and audience relevance. This organisation also aids in directing users to a landing page that aligns with their search intent, ultimately enhancing the campaign’s performance.

Ad group segmentation allows for superior ad group optimisation, as advertisers can monitor and manage each group separately. To achieve ad group relevance and maximise ad group performance, it is crucial to adhere to ad group organisation tips and best practices. This includes keeping ad groups focused, using specific keywords, and regularly monitoring and adjusting the ad group structure.

Effective ad group management is key to a successful Google Ads campaign.

Ad Group Optimisation Ad Group Structure Ad Group Performance
Grouping relevant adverts and keywords Organising ad groups by theme Improving targeting and audience relevance
Monitoring and managing each group separately Using specific keywords Regularly adjusting the ad group structure
Following ad group organisation tips and best practices Keeping ad groups focused Maximising campaign performance

Ad Scheduling

After optimising ad group organisation for improved targeting and audience relevance, the subsequent step in structuring Google Ads campaigns is to implement ad scheduling at the campaign level.

Ad scheduling permits you to specify the optimal timing for your ads to appear based on days and hours. By analysing the performance trends of your ads at different times of the day or days of the week, you can make bid adjustments to reach your target audience more effectively.

This conversion optimisation strategy assists you in allocating your budget wisely, avoiding squandering resources on times when your target audience is unlikely to convert. Consider factors such as customer behaviour, business hours, and competitor analysis when setting up ad schedules.

To further enhance your campaign’s performance, conduct A/B testing and track ROI to ensure maximum success.

The Ad Group Level

Within a Google Ads campaign, the ad group level plays a crucial role in organising and delivering targeted messaging to specific audience segments. Ad group targeting allows advertisers to create groups based on themes or segments, ensuring that the adverts and keywords within each group are closely related and relevant to the target audience. This level of segmentation improves ad group performance by providing more targeted messaging and increasing the chances of reaching the right audience.

Ad group optimisation is crucial for improving the effectiveness of ad groups. By regularly testing different ad variations and keywords, advertisers can identify the most effective combinations and refine their messaging accordingly. Ad group segmentation allows for better organisation and management of different campaigns and themes, making it easier to monitor and adjust performance.

Ad group structure is another important aspect to consider. A well-structured ad group should have a clear focus and include relevant ads and keywords. This ensures ad group relevance and improves the quality score, which in turn affects ad group metrics such as click-through rate and ad position. Ad group bidding strategies can also be implemented at this level to optimise budget allocation and maximise results using New Zealand dollar amounts and other local measurements.

The Keyword Level

The success of a Google Ads campaign heavily relies on the strategic selection and management of keywords at the keyword level. Here are some key factors to consider when optimising your keywords:

  • Ad relevance: Ensure that your keywords are closely related to your ad copy and landing page to improve the overall relevance of your campaign. This will not only increase the chances of attracting the right audience but also improve your quality score.
  • Negative keywords: Utilise negative keywords to exclude irrelevant search terms from triggering your ads. By eliminating unwanted traffic, you can enhance the precision and effectiveness of your campaign.
  • Quality score: Google assigns a quality score to each keyword based on factors like click-through-rate, ad relevance, and landing page experience. Aim to improve your quality score as it directly affects your ad position and cost per click.
  • Broad match vs. exact match: Consider using a combination of broad match and exact match keywords to reach a broader audience while still maintaining control over which queries trigger your ads.
  • Long tail keywords: Incorporate long tail keywords to target specific and highly relevant search queries. These keywords typically have lower search volume but higher conversion potential.

The Ad Level

At the Ad Level, advertisers devise and manage individual advertisements within their ad groups, enabling them to customise messaging for specific keywords and target audiences. This level of the Google Ads campaign structure is pivotal for optimising ad performance and driving superior results.

A significant facet of the Ad Level is ad copy optimisation. Advertisers can experiment with different ad messages and formats to discover the most effective ones. A/B testing strategies can be employed to compare the performance of various ad variations and identify the most successful ones.

In addition to ad copy optimisation, landing page selection is another crucial factor. Choosing the correct landing page that aligns with the ad message and meets the user’s expectations is crucial for enhancing ad relevance and efficacy.

Regular ad performance analysis is necessary at this level. By monitoring key metrics such as click-through rates and conversion rates, advertisers can identify underperforming ads and make necessary adjustments.

Moreover, ad messaging customisation is essential for tailoring the message to specific keywords and target audiences. Advertisers can use keyword targeting techniques and audience targeting strategies to deliver personalised and relevant ads.

Frequently Asked Questions

What Is the Correct Campaign Organising Structure for Google Ads?

The proper campaign organising structure for Google Ads involves campaign grouping, ad group segmentation, keyword categorisation, target audience identification, ad scheduling optimisation, budget allocation strategy, ad copy testing, conversion tracking implementation, ad extension utilisation, and quality score improvement.

How Do I Set up Google Ads for Best Results?

To set up Google Ads for optimum results, target specific audiences with ad groups based on product categories or themes. Carry out keyword research, optimise ad copy and landing pages, allocate budget effectively, monitor performance, utilise ad extensions, and conduct A/B testing.

How Do I Structure My Google Ad?

To structure your Google Ads effectively, prioritise effective targeting, segment ad groups based on themes, conduct comprehensive keyword research, optimise ad copy and landing pages, allocate budgets strategically, employ ad scheduling strategies, track and analyse performance, utilise ad extensions, and implement remarketing strategies.


In conclusion, structuring your Google Ads campaigns involves several key components:

  1. Well-organised account: This includes creating separate campaigns for different products or services, and ensuring that your account is logically structured and easy to navigate.
  2. Relevant settings: Make sure to adjust your campaign settings to target the right audience, location, and language. This will help ensure that your ads reach the right people at the right time.
  3. Negative keywords: Adding negative keywords at the account level can help prevent your ads from showing for irrelevant search queries, saving you money and improving the relevance of your ads.
  4. Campaign level settings: Set budgets, targeting, and ad types at the campaign level. This allows you to control how much you spend, who sees your ads, and what types of ads are displayed.
  5. Ad group level: Group ads and keywords by theme at the ad group level. This helps you create targeted ads that are relevant to specific keywords, increasing the chances of attracting qualified leads.
  6. Keyword level: Choose relevant and targeted keywords at the keyword level. This is crucial for ensuring that your ads appear for relevant search queries and that you reach the right audience.

By following these guidelines and regularly reviewing and updating your keyword list, you can greatly enhance the performance and relevance of your Google Ads campaigns.