When it comes to Google AdWords, there are a lot of things to take in. From first setting up your account to building your first campaign, you will probably be bombarded with questions to answer and forms to fill in – all designed to make sure you get the most out of your AdWords experience. But for all of Google’s handholding at this stage, they don’t guide you through one of the most important processes of all – how to structure your AdWords account for optimum performance. Believe it or not, the way your AdWords account is structured can have a huge impact on how well your campaigns perform and the results you get. So today, we wanted to share with you 6 critical elements you’re your AdWords Account structure that could dramatically improve your AdWords ROI.
Unless you run a very VERY large AdWords account, you’ll probably only have a few campaigns running that surround the broad themes of your product/service. Each of these campaigns will contain ad groups, and each of those ad groups will contain keywords, all of which tie to the text in your ad, which leads to a specific landing page. We recommend deciding on campaign topics based on how you want to divide your marketing budget, since your budget is set up at the campaign level. Essentially, the campaign is the top level of your AdWords strategy, and you drill down from there.
Under each of your campaigns you will be able to create a relevant ad group, which will generally be much more specific. There are some schools of thought that say your ad groups should be chock full of dozens (or even hundreds) or keywords, but we wouldn’t disagree more. Ad groups work best when they are tightly controlled and have needle sharp specifics. By choosing 2-3 carefully targeted keywords for each ad group, you’re making sure you aren’t stretching your campaign budget, or making your ads too disparate (and less likely to return any results).
You will probably have a large list of keywords, and each one will fall within one of your ad groups. These keywords are a key part of controlling when your ad is triggered. It’s quite simple really. Whenever a user types a query into Google, their query will be matched with a keyword, which then triggers an add. Each keyword will have a maximum CPC (or cost-per-click), match type and quality score, all of which Google uses to determine which ads it will show. If you’ve done your keyword research properly, then you should have relatively high scores in all of these fields, and thus have a better chance of your ad appearing. If you’re not sure how to do this, start by doing some research on your chosen keywords, on what match types are (we’ll be covering this soon too), and then spend some time optimizing your keyword strategies.
Along with a list of keywords you want to be found for, you also need a list of keywords you don’t want to be found for. This area is hugely overlooked by most people, but it’s really important to do if you don’t want to spend money on irrelevant searches. If you’re using more broad match keywords, then you’re more likely to pull in completely irrelevant search queries that still match your keywords – and you don’t want to be paying for those clicks. Within AdWords you can label something as a ‘negative keyword’, which signals to Google that you don’t want to be listed in results for that keyword. This saves you money and stops you attracting the wrong type of click. So start building your negative keyword list and keep building on it, using tools like your search query report to add new negative keywords.
This makes up the meat of your ad – the actual text that will appear when your ad is triggered. For each of your ad groups you should have around 2-3 ads directing at the same landing page, all of which have been approved by Google’s tools. We’ll be looking into why Google might not approve your ads in another blog post, don’t worry! Over time, it’s worth A/B testing your ad text to refine it, helping you highlight the benefits of your product/service and get the best performance you can from your ad text.
Once you’ve got someone’s attention with your ad and convinced them to click on it, you need to send them somewhere. The page they end up on when they click your ad is called a ‘landing page’. Here, many businesses will send viewers through to either their homepage or their contact page, thinking that they can then browse for what they want or just get in touch right away. But this isn’t what the user wants – and it’s not what Google wants either. Instead, you should be directing each ad click to a highly targeted and relevant page that reflects the keywords you’re bidding on within that ad group, and the ad text displaying in the search result. So if your ad was geared around a specific product keyword, then the landing page needs to be extremely relevant to that product.
Now that we’ve reviews the basics, you should have a better idea of whether your AdWords account is set up to help you succeed. Over the next few months we’re going to get into more of the nitty gritty of AdWords, account set up and ways you can improve your ROI without necessarily spending any more on Ads. In the meantime, if you have any questions about these elements, or you want someone to help you get your AdWords account set up, just get in touch with us today.