Google Ads Structure: Things you should Know about it

Google Ads Structure

Google Ads Structure: Things you should Know about it

October 30th, 2021

Launching a Google ads account is a game, it’s just like plain ground and you got to finish it up to a building. Sounds extreme but structuring your Google ad account will make it happen easily. Starting over a campaign or modifying it according to the requirement is all upon you. This guide will help you up to set or reset your Google ads campaign structure.

So here we begin!!

Let’s know what exactly Google ads account structure is.

Account structure is that the arrangement of campaigns, ad groups, ads, keywords, and alternative targeting ways to enhance performance news and build amendment management easier.

This structure doesn’t possess any of Aladdin’s magic structure as AdWords account structure can differ according to the business and size of the company.

The basic structure of your Google Ads account is fairly straightforward to understand. Your AdWords account consists of your campaigns and ad groups.

Your campaigns are the different goals that you want your ads to achieve. Google Ads are the different ways to achieve these goals.

Your account structure is used to establish the optimal way to deploy different ad groups in different campaigns, ensuring that you’re effectively targeting the right individual for the correct goal using a segmented and organized strategy.

Without a good account structure, it’s easy to get lost on the goals of specific ad groups within different campaigns, and this can make managing individual ads more difficult.


Let’s understand these steps and procedures in a flowchart that takes you through.

We basically have 3 levels for the Google Adwords account.

  1. Campaign level
  2. Ads group level
  3. Ads level

Campaign Level


At the campaign level, you can create a number of campaigns in a single Google ad account, such as Campaign 1 and Campaign 2.

You can run as many campaigns as you want, depending on your company.

At the campaign level, you need to know your network, i.e. Search network and display network.

Then select your target location, e.g. your destination country or the region you are eyeing.

It also gives you the option to choose your target audience. After that, you can choose your budget and bidding type manually or automatically.

Ads Group Level


You can create as many ad groups as you want within a single campaign with the Google ad account. You can create multiple ad groups in a campaign.

For example, in Campaign 1, you could create Ad Word 1a and Ad Word 1b.

An ads group requires a similar keyword topic; the same type of keywords must be grouped into a single ad group.

And other similar keywords must be grouped into a different ad group; From now on, both ad groups must be subject to the same campaign.

Ads Level


Now is the time to create your ads. Show your creativity at this level.

Before that, let’s understand how this works. As long as you enter a keyword in the Google search bar that matches the keyword in your ad group.

Your Google ad from that specific ad group will be included in Google search results.

If there is only one Google ad in the ad group, it will be redirected to the search result; otherwise, it will trigger the most relevant ads in search results.

You can use multiple campaigns for different purposes. Note that only similar types of keywords should be placed in an ad group.

Google ads Campaign structure Settings: Know-how


Before setting up your Google ads account, make sure what your goal is.
Ask yourself “What is your advertising goal?”

Your answer will define the type of perfect campaign for your business.

Generally, the majority of the businesses wish to start out with a search campaign, however, if you’re primarily trying to come up with calls, a call-only campaign is that the right choice.

If you’re making an attempt to generate awareness for a very new brand/product, display campaigns are a good option. You’ll additionally produce multiple campaign varieties to satisfy multiple goals.

Make your checklist prepared for some priority points before digging hard into your campaign structure Google ads account such as,

  1. Budget
  2. Language
  3. Bid strategy
  4. Location Target

Now it’s time to structure your Google ads campaign account.

This is mostly done when you first set up your Google ads account if you haven’t already.

All you need to do is register your account, entering your email, password, company name, and billing information.

You can also enter the websites you want to advertise, from which you can build your campaigns. This completes your account structuring.

Once your account is structured, let’s move to the next step which is Structuring your Campaign.

Here you configure campaigns based on the campaign type such as search network or display network and the purpose of the campaign. For example, you can set up campaigns that target different locations, as well as campaigns based on branded and non-branded keywords.

You can also set the budget for your campaign here; you can create campaigns with different bid options, changing your budgeting tactics to incorporate features like automatic bidding.

However, you will find two options for bidding, Manual & Automatic.

Manual Bidding


If you need general control, you may use the Manual CPC bidding method properly from the start.

To decide in which to begin your Max CPC bids earlier than your marketing campaign begins off evolved running, there are a pair of metrics that could help:

  1. Page #1 CPC
  2. Top of Page CPC

Automatic Bidding


Let Google decide your Max CPC bids for a bit, and hold an eye fixed at the records to get a concept of ways a lot of clicks will cost. You can transfer returned to Manual bidding as soon as you’ve got a few records to get-go with.

Now we step on structuring your ads account next.

For every campaign, there are a number of ad groups, each of which contributes to the overall budget of the campaign.

While there is no hard and fast limit, you shouldn’t create too many ad groups per campaign, as this can make management difficult and can expand your campaign budget to the point that no ad group is underfunded.

A recommended amount is 7-10 ad groups per campaign and 2-3 ads per group. This is also where you can configure the ad or text, landing pages, and the keywords or placements used to run the ads.

Brownie Points for setting a good Google ads campaign structure account


Be specific with your Objective

Each of the different types of campaigns works well for different types of marketing goals and tactics. If you want to target customers who are looking for your specific products and services, consider using a Search Network Only campaign.

If you’re looking to increase brand awareness, display-only campaigns may be the best option depending on the importance of the various strategies. This will help you determine how much budget you should devote to the campaign.

Find an appropriate name for your campaign

Your campaigns and ad groups should be organized so that people can immediately understand their purpose, even if they’ve never used them before. For this reason, be sure to name them clearly in a way that is easy to understand.

Why it is important to know about Google ads structure?


Good campaign planning helps you make changes quickly, effectively target your ads, and ultimately achieve your advertising goals such as:

  1. Monitoring your account
  2. Targeting the right customers
  3. Manage and Edit choices setting of your account
  4. Vigilant about costs and budget.
  5. Increasing traffic, sales, Conversion rate.

Account structure is important because it helps you achieve better results through easier change management, reporting, and updates.

Sectors to ensure you create an optimal structure specific to each account.

Hopefully, this guide will help you go from basic to intermediate in how you organize accounts.

Good account organization helps you make changes faster and target your ads more effectively.

By creating well-structured campaigns by topic, service, or product, you’ll get more than just an easy-to-manage and organize account.

You can gain more money by just improving your quality score.

Also Read: Google Ads Overview: All you need to know

Bonus Infographic Guide


3 Levels of Google Ads Structure

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Optimizing your account structure can be time-consuming, and it’s best to take into account your individual business needs and the strategies you need to use.

Hope this guide has given you a better understanding of the power of advertisers at every structural level of Google Ads, and we’ve walked you through how to structure your account.

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