Introduction
You can organize your Google Ads account and campaigns to run smoothly and achieve your best results. This course will show you how by taking a closer look at the Google Ads account structure.
What you’ll learn:
The key parts of a Google Ads account
Tips for organizing your campaign for ease and best results
Meet Anastasia
Let’s check in with Anastasia, who manages her company’s Google Ads account.
Anastasia is stressed.
Her desk is a mess. There are papers for different clothing boutiques mixed together with her latest samples. Things aren't labeled and it's nearly impossible to track what’s been done and what needs to happen next.
Just like her desk, when her Google Ads account is in disarray, it’s hard to know which campaigns belong to which accounts and which campaigns need the most attention.
The best bet to avoid this situation is to create your account with an organizational strategy and do routine pruning to keep things tidy!
How is Google Ads organized?
Organizing your account by product or theme allows you to create ads that relate to a particular product or theme. To do so, you’ll need to understand the three layers of organization within Google Ads.
Account: Your account is associated with a unique email address, password, and billing information.
Campaign: Your ad campaign has its own budget and settings that determine where your ads appear.
Ad group: Your ad group contains a set of similar ads as well as keywords (the words and phrases that trigger your ads to show up).
How should I organize my Google Ads account?
Anastasia decided she was through with her messy ways when she couldn’t differentiate between all of the campaigns running in her Google Ads account. Let’s take a look at how Anastasia pulls off her organizational wizardry.
Anastasia’s campaign organization allows her to show ads customized to the many different types of products she sells to the audiences she is focused on targeting. And since everything is in just the right place, she can make quick updates to her campaigns whenever necessary.
So, how does she do it? Like all campaigns, hers started with the basics, things like setting up campaign details to get things off the ground.
And now for the real deal. Because her retail business has multiple types of products, rather than only setting up one campaign with one ad group (the bare minimum), she opted to go for more control. Instead of one catch-all campaign, she made three — one for jackets, one for shoes, and one for bags — each with a number of ad groups! How’s that for organization?
With this level of granularity, she is able to assign keywords and bids unique to each ad group.
With this kind of delineation for keywords and bids by ad group, she can make choices as to where and when ads specific to these types of products should appear. Additionally, she can adjust both messaging and bids when competition, sales, or seasons strike!
Fast forward a few months and Anastasia has gained a reputation for being a real Google Ads whiz! She's even been asked by a few of her friends and family to manage their accounts. She decides to create a Google Ads manager account, allowing her to view and manage multiple Google Ads accounts — including other manager accounts — from a single location. Smart choice, Anastasia!
Organization best practices
Now that you’ve seen Anastasia’s organization in action, let’s recap the best practices you may be able to apply to your business.
Most businesses sell various products or services. In order to easily view, edit, and report on the performance of different products and services, we recommend creating separate campaigns for each high-level product area or service you’re advertising. Anastasia created separate campaigns for jackets, shoes, and bags. You may also consider creating separate campaigns for different promotions or regions.
Ad groups are groups of ads and their associated keywords. You’ll want to separate these groupings by product to ensure you can adjust your bids and budgets for each ad group. Within her shoes campaign, Anastasia created separate ad groups for sandals, sneakers, and high heels.
If you manage more than five accounts or want to monitor performance or track conversions across accounts, a Google Ads manager account is probably the best option for you. Read more about these account options in the resources at the end of this course. Anastasia is so happy she decided to create a Google Ads manager account. It’s allowed her to consolidate management across the many accounts she oversees.
Recap
In this course, we covered how you can organize your campaign to help you achieve the results you want. Now think about your business and how you could structure your Google Ads account to effectively reach your audience.
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