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It will certainly pay off to invest a lot of time into planning your text ad campaign and to think about the goals the campaign is supposed to meet. Established approaches for structuring campaigns are segmentation by subject or product line, website structure, brands, geography as well as by languages. You may also want to differentiate between brand, generic terms, and the respective product groups.
One of the most important aspects is to coordinate the keywords and respective ads text in Google Ads (AdWords). Furthermore, 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 to 3 ads, as well as 10 to 35 keywords per ad group (See: Support).
Breakdown by keyword options
To make ad groups more scalable and to increase control over search volumes, breaking down ad groups by keyword options is recommended. To be able to compare performance data, every ad group should contain the same keywords (Source: ppchero.com). The campaigns can be created most easily using the AdWords editor.
Choosing campaign names
An important point for campaign structure is nomenclature. It should be well considered before the creation of a campaign. The campaign names need to be logically structured and easily extendable in case new campaigns / ad groups are added or additional markets 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. Also, 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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