Google Ads – Setting up an Account Structure

Here are the parts of a Google Ads account

  1. Campaign Level
  2. Ad Group Level
  3. Ad Level
  4. Keyword Selection
  5. Ad Copy
  6. Ad Extensions

Campaign Level Budget’s set here

Campaign level you set the foundations for the ads within it. Within the campaign level, you can set up:
1. Language Settings
2. Location Settings
3. Campaign Type
4. Budget Settings
5. Bid Strategy (Automatic vs Manual) – Remember typically at the beginning of any campaign you want to get as much data as possible and not be so restrictive, so you can optimize later for what you want.

Ad Group Level – Bids are Set Here

Ad groups create structure within each campaign, generally they target different themes of a campaign.

Themes could be:
– Categories
– Brands
– Color
– Services
– Locations
– Events

You can also structure ad groups according to the best performing ads, once you get enough data. This is so that you can control more of your budget and allocate more money to the ad groups that are bringing in more conversions.

Keyword Selection and Keyword Match Types

For each ad group, you select the group of keywords you want to bid on.
There are different keyword Match Types you can use to target your specified queries

Broad: Your Ad shows up for searches that relate with your keyword. synonyms, related searches, relevant variations are all included.

Negative: Keywords you don’t want to bid for

Broad Match Modifier: Your ad shows up for a broad match keyword but you put a restriction that a word has to be included – you select the word. Words can be in any order

Phrase Match: Your Ad shows up for keywords that match a certain phrase of words. There can be words that come before or after the phrase.

Exact Match: Ad shows up for Exact Matches

How does the Auction Work?

To win the bid auction, there are three things that come into play:
1. Max CPC Bid
2. Ad Quality – Landing Page, Keyword, Ads. – Expected CTR, Ad Relevance, Landing Page Experience, Page Speed (Remember Borrowell with the table on the ad and the ad quality going up?).

Your Ad Rank = Max CPC X Ad Quality
Your Ad Rank determines both your Ad Position and Your CPC.