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It certainly pays off to invest time into planning your text ad campaigns and clarifying their goals. Established approaches for structuring text ad campaigns are: segmentation by subject or product line, website structure, brands, geography as well as by languages. Additionally, you may want to differentiate between brand, generic terms, and the respective product groups.
Coordinating the keywords and respective ads text in Google Ads (AdWords) is highly important when you structure text ad campaigns. However, there are a few guidelines: follow the maximum of 10,000 campaigns per account, 20,000 ad groups per campaign, and 10,000 keywords per ad group. The ideal is to have 2-3 ads, as well as 10-35 keywords per ad group (See: Support).
Breakdown by keyword options
In order to make ad groups more scalable and to increase control over search volumes, breaking down ad groups by keyword options is recommended. Furthermore, every ad group should contain the same keywords to be able to compare performance data (Source: ppchero.com). Creating campaigns is easiest using the AdWords editor.
Choosing campaign names
An important point for campaign structure is nomenclature. The campaign names need to be logically structured and easily extendable. Why? In case new campaigns/ad groups are added or additional markets are opened up. For example, the campaign name should contain the country for which the campaign targets. Respectively, the ad network in which the ads are displayed. Moreover, performance measures can later be filtered more easily. This filtering can also be performed in hindsight using labels. You can find an explanation for this procedure in this blog post.
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