Choosing your account structure is important because it can go a long way to increase the profitability of your ads, and their relevance in Google’s eyes.
Your customer should have a seamless experience from search query to ad to landing page, then hopefully to the checkout confirmation page!
If you don’t structure your account in a way that allows for customers to easily follow this process, then you run the risk of losing those customers along the way.
But structure isn’t only important for your customers. When your account is organized in a way that is easy for you and other account managers to follow, then it will be easy to make optimizations that can lead to your success! You’ll be able to easily identify trouble areas and make adjustments to improve performance.
Today, I’ll give you an overview of three different ways you can structure your account for better performance:
Mirror Your Website. Google recommends structuring your account to mirror your website. This is a good start for those of you new to the game. What this means is naming your campaigns after the top categories on your site.
Once you start gathering data, you can then create campaigns around your top products, top themes or top keywords. It’s a good idea to include anything that receives a large amount of traffic in its own campaign. This gives you the ability to keep a closer eye on it. That way, if there are any sudden traffic shifts, expected or unexpected, you can easily pinpoint where the shift is coming from and can make adjustments to your campaigns accordingly.
Search and Display. At ROI Revolution, we follow the best practice of creating separate campaigns between the search and display networks. Search ads and Display ads perform very differently.
This is because the users are either actively searching for your products (so they’re more likely to click on an ad), or they’re just browsing the Internet and happen to come across your ad. The display network also has a tendency to spend more money than search, so you want to pay extra close attention to those campaigns!
Grouping Keywords by Theme. When your top-spending and top-performing keywords each have their own ad group, you can tailor ads more specifically than you would if these keywords were in an ad group with a lot of different keywords. With one specific client, peeling out the top-spending keywords and creating very tailored ads to those keywords made a world of difference!
I am recommending all of these strategies based on personal experiences. For example, one client saw significant improvement in their AdWords success with a simple account restructuring. Their CPA dropped by 30% and return increased by 85%! It wasn’t just about cutting costs to see those kinds of numbers; sales increased 180% from one month to the next!
What it boils down to is this: you need to structure your account in a way that makes sense, so that you can manage your account in a way that makes dollars.