Google Ads Search Account Structure: Simple is Best
It is common for entrepreneurs or small business owners deciding to use Google Marketing Solutions as part of their marketing strategy and create a Google Ads campaign for the first time to struggle over how to structure their account for search. Over the last year with the expansion of automation, machine learning, and AI, it has become more important than ever to create new simple account structures and simplify those that you currently have in order to drive efficiency and see better results.
Before I get into the benefits of simple account structure I want to cover the three-layer design of Google Ads. Understanding the relationship between these layers of your account will help you organize your ads, keywords, and ad groups into effective campaigns that target the right audience.
How Google Ads is Organized
Google Ads is organized into three layers: account, campaigns, and ad groups.
Your account is associated with a unique email address, password, and billing information.
Your campaign have their own budget and settings that determine where your ads appear.
Your ad groups contain a set of similar ads and keywords.
NOTE: For video campaigns, an ad group contains video ads with common targeting criteria and bids. An ad group can have video ads with only the same format. To run TrueView in-stream and in-display video ads, you need to create two different ad groups.
Why a Simple Account Structure?
There are many benefits to having a simple account structure. Here are a few:
Use this decision tree to simplify structure at the account level:
Use this decision tree to simplify structure at the campaign level:
Use this decision tree to simplify structure at the ad group level:
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