Understanding Google Search Campaign Structure

  • January 29, 2019
  • SEM
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What is Google Ads Account?

Google Ads previously known as Google AdWords, is an online promotion platform created by Google.  Here advertisers pay to display small ads or advertisements, service offerings, product listings, video content and many similar things to increase their brand awareness. And the dashboard from which this Google Ads campaign is handled is known as Google Adword account.

To run any sort of Google Ad one had to decide the type of its campaign, create Ad Group, search keywords and had to do a lot more. In this article, you will learn more about the basics of Google Ads account structure.

Google Ads Account Structure

Types of Campaigns

What is a Campaign?

Campaigns basically consist of ad groups. These ad groups have ads and these ads are displayed on Google whenever a user begins its search. So, when you create a campaign you are creating these ads. In change, these ads bring your business, customers and sales.

Google Ads Campaign Structure

Campaigns Settings

To initiate your campaign you need to start with its settings. First, you need to choose your campaign type. The campaign type depends upon your advertising goal and your business type.

So you can start either with a search campaign, call campaign, display campaign or remarketing campaign depending on your needs. Such as shown in the image below:

Google Ad Campaigns

The next step is to start planning your design, depending on what kind of business you’re running.

The Ad Group Level

What is an Ad Group?

Ad Groups always counts under a campaign. Each ad group in a campaign contain the 2-3 number of ads for the same product, category or sub-category. You can compose different ads to target different users with appropriate content. In other words, Ad Group contains ads with the targeted set of keywords which can trigger right audience for your business.

Google Ads Group Structure

Keyword Selection

Keywords are the words with whom the search begins. Google uses these keywords to trigger your company’s ads as well. So it is necessary that the keywords you use should be similar or possibly the same to what the user is searching. There should be relevancy to your products, services and business with those keywords. Since you have to pay for every keyword you must hand-picked them wisely.

Google Ads Keywords

Remember that keywords are specific and important for an ad group. And these same keywords are also be used for different ads in an ad group. But different ad groups will have different keywords.

Ad Copy: Exterior Design

What is an Ad Copy?

Ad copy refers to the main content of a clickable ad. And it doesn’t matter whether the ad is contextual or a pay per click ad. The content of the ad copy is usually the second and third lines of an ad displayed on the search engine result page or any other web page. These ads always appear between the title and the display URL.

Search Text Ad Copies

Conclusion –

Whether you’re ready to build a brand or not a new Google Ads account from scratch can help you in a lot of ways and at a minimal amount as compared to the traditional advertising. Just keep in mind:

• Start with a solid foundation.
• Structure your campaign
• Make your keywords research worth.
• Write ad copy for conversions
• Choose wisely and don’t spend money unnecessarily.

Hemant is one among our elite teaching staff who is one of the partners at Konvert Klicks, a leading digital marketing agency in India situated at Bhopal. His 8+ years of experience in the domain of digital marketing is poured out when he’s teaching his students! An entrepreneur at heart, Hemant believes in continual improvement and the need to stay focused on achieving goals. He strongly believes in on-hands experience approach of teaching and his students couldn’t love him more for that!

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