Dez Calton runs Optimyzd, a Google Premier Partner Agency. Optimyzd manages a multi-million pound ad budget on Google, Facebook, Instagram, Bing, Quora and more.

In this series of articles, Dez will introduce, explain and run over the basics and best practices for getting the best out of Google Ads for your business…

In the previous edition, we discussed the importance of firstly defining your goals. In this edition, we will talk about how and why the structure of your Google Ads account is so important.

Structuring your account correctly will help you in a number of ways.

Firstly, it’s far easier to spot and then adjust accordingly when things are performing well, when they aren’t performing well, changes in your priorities, seasonal changes and more.

Secondly, it makes working on your account far more productive and efficient. The more you can get your time spent on your account as efficient as possible, the better for your business.

Basic Google Ads Account Structure

Firstly, at the account level you have your ten digit account ID, your business name, address, billing details and invoices. An account is made up of campaigns and ad groups.

Campaigns contain the monthly budget, ad schedules, location targeting, language settings, bidding strategy settings, start and finish dates and the ad groups.

The ad groups contain more specific information, such as the keywords you will bid on, how much you will bid for those keywords and for the ad text and which part of your website those ads link to.

There are certain settings you can set at either the whole account level, campaign level or at the ad group level.

These include ad extensions, device bid modifiers, negative keywords, demographics and audience data.

As a rule of thumb, you would usually apply any of these settings at the lowest possible level (ad group level), as this ensures any of these settings that are applied are as relevant as possible.

We will cover things like negative keywords, ad extensions etc in the future.

Example Account Structure

Let’s take the example of a salon to demonstrate how a well structured account would look.

The account is for the salon.

The salon then may choose to have separate campaigns for hair, nails, lashes and beauty.

Ad groups for hair may be haircuts, colouring, perms, straightening etc. This would allow them to bid very specifically for certain keywords based around hair and show a very specific ad which in turn, links to the most relevant page on their website.


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