How Can I Improve My Campaign Performance With The Right Google Ads Account Structure?
We have new types of campaigns, new intelligent solutions, and many other features that make it even easier for us to work on campaigns. However, all this has been transferred to the creation of the structure of Google Ads accounts, which we will talk about in more detail.
The simple and easy-to-understand structure of your Google Ads account or campaigns is the foundation to help you review and optimize your account on a daily basis. With the addition of some new types of campaigns over the last period, a clear structure is even more important. If you can easily navigate your ad account, then it won’t be a problem for you to quickly identify potential weaknesses in your campaigns or individual ads. You can detect them in time and optimize or otherwise adjust them to achieve optimal performance.
The possibilities of different types of Google Ads structure have already been very well checked by my colleague Maros Mokosak in the original article. However, we’ll talk more about new approaches to creating campaigns using smart bids or some new types of campaigns. Video ads on youtube are also more popular nowadays.
Intelligent price offers, so-called Smart Bidding, use advanced machine learning and a wide range of contextual signals, with which we can save time and at the same time increase performance. In order for these smart bids to work effectively, they need enough data in your ad account as well as in your individual campaigns. Therefore, for example, it’s a good idea to group as many relevant and related ad groups as possible in your search campaigns. In this way, we can combine multiple different product categories into one campaign and segment them only at the ad group level. We will achieve enough data for Smart Bidding, which will work more efficiently, thus achieving higher overall performance.
Example of a Google ads search campaign structure:
- Fat burners
- Amino acids
- Joint nutrition
Google brought a completely new type of campaign to Slovakia in 2019, the so-called Shopping, Eshop campaigns. This type of campaign is very suitable for almost any e-shop. It can bring very relevant traffic to the web, which also has a high conversion rate. These campaigns are largely automated, but even here we can use segmentation or product structure to improve the performance of the campaign.
The campaign in purchases works with a product feed, which we can divide e.g. based on brands, type of goods, or even margin. If an attribute is included in the product feed that speaks of the percentage of the margin of a given product, we can very easily provide advertising space only to those products that have the highest margin for the client. We can very effectively increase the profitability of the entire shopping campaign.
Example of product segmentation in a feed based on margin amount:
- Products with a margin of up to 10%
- Products with a margin of 10-20%
- Products with a margin of 20-40%
- Products with a margin over 40%
Local campaigns in google ads
If your client has brick-and-mortar stores, they should definitely not be missing in your advertising account. Local campaigns. This new type of campaign has only recently appeared in Slovakia. These campaigns help provide potential customers with the information they need to decide when and how to visit your clients’ brick-and-mortar stores.
If your client has several stores throughout Slovakia, we strongly recommend that you define a clear and well-arranged structure at the campaign level in advance. You can create groups of cities (stores), for example for western, central, or eastern Slovakia. Subsequently, you can easily compare, optimize, or control the performance of these campaigns for individual Google ads campaigns.
The simple and clear structure of campaigns in your Google Ads account can help you find the vulnerabilities you need to identify and optimize as quickly as possible. However, in the cases mentioned above, the correct structure of your campaigns or ad groups can also have a direct impact on the performance of your entire ad account. This allows you to work more efficiently with the budget and meet the client’s business goals.
Also read: Current Trends In Marketing