Before we can name our campaign, we really need to understand the Google ads, structural hierarchy, and then just some concepts and figuring out how to structure campaigns over the years doing this, a lot of clients and a lot of students struggled with like it’s a little overwhelming.
What is Google ads hierarchy?
I have campaigns, ad groups, keywords, ads, accounts, multi-client centers.
I have a big website. I have all the different products. I have different services.
I have different colors of different products, like how do I structure a campaign? Like what do I do? Well, there’s a good system that you could use.
And I’m going to teach you how to do that in this lecture on how to figure out how to structure your account and how to break out your campaigns.
And again, I want to reiterate, there is no right or wrong. There’s different ways of doing this. And as we learn more about Google ads, as we understand keyword math types, for example, as we understand different types of ads, we might want to structure campaigns differently for the sake of testing different things, for the sake of different organization and based on what our business results are.
But there is a good starting place system. But first, let’s talk about account hierarchy, and we’re going to jump to the whiteboard real quick for this and Google ads.
There’s a few different structural components to to to an account.
So at the very at the very top level, you have your Google AdWords or you Google ads rather account.
At the account level, there are different settings that are only applicable to the account level.
But we’ll get there then. You have campaigns under your account, you have all sorts of campaigns. You could have many different campaigns, you could have hundreds of campaigns. You could have campaigns that are different campaign types. You could have search campaigns, display campaigns, retargeting campaigns, Google app campaigns, Google shopping campaigns, so on and so forth.
The point is campaigns.
Are the next level down, so let’s say we have three campaigns here, OK, so you have the count inside accounts, you have campaigns that all all campaigns operate on this level of the hierarchy.
What is included at campaign level
And there are different settings that you could set at campaign, at the campaign level that you don’t set at the account level and that you don’t set at the at group level.
Within campaigns you have what’s called outgroups. So what it’s going to do for you have another ad group. That group, you might have to add groups in this one, and you might have let’s say, I don’t know. Might have more aid groups and you could have hundreds of ad groups.
Inside any given campaign, ad groups are inside campaigns inside each ad group.
Our two things that operate on the same level of the hierarchy you have adds.
And you have keywords.
Ads in keywords are both contain inside every ad group you need to have both ads and keywords in every single ad group in order for that ad group to function.
If you’re missing one of those two things that nothing will function inside those ads.
What is included at account-level
Your specific email time zone.
And user access.
Other associated apps, things like that and more at the campaign level, you’re dealing with things
like location targeting.
OK, that’s a big one, where are these ads are going to show up, you’re dealing with ad scheduling. Ad schedule at the campaign level, you’re also dealing with device targeting.
What is included at ad group level
There are certain settings that are available at both the ad group and the campaign level, such as audience targeting settings, and we’ll talk about audience targeting settings in a few lectures from now and what audience targeting means at the ad group level.
You have ad rotation settings and other settings as well.
And you’ll see as we go through the account and as we go through the account together, we’ll see exactly what settings apply to what level of the account hierarchy.
The main thing to understand, though, is that you have this hierarchy in a couple of the big settings that are available at the campaign level, like location and scheduling, and that ad groups are contained inside campaigns, inside of your ads and your keywords, your keywords are sort of the mediator between an ad being shown or an ad being available to be shown and a search term search terms are what the user actually types into the Google search engine.
What is included at keyword level
Google will then look to your keywords to see. And based on match type, we’re going to spend quite a bit of time talking about keywords and match
types. Google see, is this keyword eligible?
Is it related enough to the search term?
Does this account want to show an ad of the impression and ads are what will then rotate in different ways for a specific group of keywords inside an ad group? OK, so you could have many, many keywords.
You could have hundreds, thousands of keywords that hundreds of thousands.
There is a limit to the amount of keywords. Google does change that from time to time. You could have many, many different keywords and many different ads. Inside one group, and what that would mean is that all the ads inside one ad group, let’s say you have 20 ads, they’ll be eligible to be shown for any one of the keywords inside that same ad group.
So that’s when you have to start thinking about thematically related groups of keywords inside each ad group. And there are a number of reasons why you want that to be the case.
We’ll talk about that once we get to writing ads and quality score and understanding keyword thematically related groups of keywords and things like that.
So now you understand the precise hierarchy of a Google account account.
Campaigns or inside account groups go inside campaigns, ads and keywords go inside ad groups. You can have multiple ads and multiple keywords inside every single ad group.
There are a cou
ple of things that are set up at the campaign level, some settings at the group level, some settings at the account level.
But it’s important to remember that there’s a couple different reasons why we might why we might want to structure a campaign in a certain way.
One is to control specific settings and the other is for our own internal organization. So, for example, say we were dealing with a SOFA company or an online furniture company will go through an example and we’ll go through a specific case study of of online furniture company.
You might want to separate out the campaigns by product type, right. You might have a campaign for sectionals. You might have a search campaign for sofa’s a search campaign for recliners. Now, technically, that could all be done inside one campaign, right? I can have one campaign and I can have an ad group for Self as an ad for sectionals and an ad group for recliners, because let’s say my location targeting my ad schedule doesn’t change.
Right. So I’m not forced I’m not totally compelled from a technical perspective to have separate campaigns. But I would like to have them separated out by ad group.
I’m not technically compelled to have them separated out by campaigns, but for my own organization, I might want to be able to keep things separate. I might want to give different budgets to different product groups. I might just wanna be able to log and look at my campaigns and see which ones are performing better.
There’s you’ll get a sense of organization and I would recommend doing that at a product level.
But if you only if you’re a business, let’s say you’re a service at your service business and there are certain types of services that you’ll offer within a 100 mile radius of your your location, there are certain services you offer within a 20 mile location, then those specific services need to be broken
out into separate campaigns.
So one campaign will have a 50 mile radius targeting.
I mean, we’re going to go through location targeting shortly and another campaign will have that 20 mile radius targeting for the service that is targeted only within 20 miles.
That’s will be a reason you bring our campaign now that you understand the structure in the hierarchy of an account.
In the next blog, we’re going to talk about how to look at your websites navigation to get a basic sense of how to start breaking out campaigns.