With the arrival of automation and all the new formats, Google Ads has evolved a lot and tends to get simpler. Building an account structure that matches your business is essential to avoid falling into the trap of a single campaignwhich limits visibility into the details of its performance and thus without potential improvement…
In this article, we give you tips that will help you frame your ideas as well as some answers on the best practices to adopt to structure your account and make the most of the underlying SEA leverage.
Understand the different levels of the Google Ads program
The Google Ads platform is divided into 4 main levels:
- Administrator account : Allows pooling of multiple accounts at the same time, formerly known as Multiple Account Center (CM or MCC);
- Ads account : This is where we can find billing information and access levels for your employees;
- countrysides : Allows you to select the network on which you want to distribute (search, view, shopping..) and with what target (traffic, sales, store visits..). They are a kind of backbone for computation.
- Ad groups : The last level where the ads, plugins and keywords are located.
Build your account according to your challenges and not according to the organization of your website.
1- Separate the brand
The question of whether or not to buy your brand is often raised among advertisers. Buying it allows you to appear at the top of the search engine results page when your SEO results appear below the paid ads offered by your competitors.
If you decide to buy your brand name, it is necessary to separate it from the rest of the purchased keywords Thus creating separate campaigns. There are two main reasons for this:
- for Identify and isolate people who already know you and being able to get a clear reading of these offers;
- for Adapt their management and maximizing the share of sound, while keeping the cost as low as possible.
So the most common solution is to create a “pure” brand isolation campaign. This campaign will only target queries that contain your brand name. You then have to create two ad groups for different types of matches:
- one for”exactlywhich aims to increase the share of votes;
- one forexact phrasesIn order to identify and capture the most popular combinations of your brand.
Depending on your activity, it is also possible to create a second campaign to purchase an association between your brand and search term, for example:
- Your brand + city name;
- Your brand + product.
Point of interest: Don’t forget to exclude all keywords related to your brand from other campaigns!
2 – Maintain a commercial approach to segmenting unbranded campaigns (Search and Shopping Network)
Off-brand search campaigns
There are as many ways to organize your account as there are with businesses. The most important thing is to adapt it to your business goals. In fact, following your site’s architecture is not always the best solution.
An effective way to search outside the brand is Create campaigns based on your priorities. For example, if you are looking for a return on investment, you can very well segment your offerings in order of profitability. so By managing your campaigns to target ROAS, you will be able to strive for growth while controlling spending on these products and monitoring the ROI for these campaigns.
To be able to manage and analyze your off-brand campaigns more easily, we advise you to create different ad groups according to your keyword type (accurate and correct expression).
Some calculation structure methods such as Hagakure طريقة method We recommend extensive use of DSA (Dynamic Search Ads) to save time.
Dynamic Search Ads are dynamic campaigns or groups of ads intended to allow Google itself to search your site for keywords that seem relevant to it. Accordingly, Dynamic Search Ads will automatically process all unprocessed requests in Classic campaigns. Practical, since they are quick to set up, they will allow you to promote pages of your site that have less added value.
You must be careful not to abuse it, as it can quickly spend a lot of the budget. Dynamic search ads can also create overlap with other campaigns, and if they are not monitored closely. It’s the kind of campaign that can quickly turn into a “black box”.
It is preferable to use this type of targeting at the level of campaigns rather than ad groups in order to simplify reading and management. Remember to exclude from this campaign or group of ads the previously targeted keywords and search terms for both brand and non-branded.
Google Shopping Campaigns
As with off-brand search, there are different ways to organize shopping campaigns. However, it is recommended Divide its inventory into several campaigns so that it can analyze and manage more efficiently.
If you use Classic ShoppingOne way is to divide your products into different campaigns based on their performance. For example, create a first campaign that brings together your most important products (large volume, high margin). This will ensure good performance which should be maximized. A second campaign addresses other products that have been identified as brand priorities. Make sure to exclude the products of the first campaign from the second. This method allows for common indicators, but differentiated management between your top campaigns and secondary campaigns.
If you use the Smart Shopping feature, the access of Pmax makes Merchant Center more strategic in your advertising account. You should question your current structure and incorporate segmentation of your flows into your thinking, always with the same goal: your business goals and not necessarily your product classification.
Be careful, because these “smart” campaigns are broadcast not only on the Shopping Network, but on all Google networks (Display, YouTube, Gmail, etc.) and although they are easy to set up, they remain a very “black box”. They may also use remarketing and not allow in-depth analysis.
3- Change your account structure
The structure will likely evolve at the same time as your offer, depending on the remarkable performance and new functionality that Google offers.. When you want to change your structure, you should do it in a systematic way where everything has to be thought and expected. In terms of computational structure, testing, learning and A/B tests remain the sole judges for making decisions.
Your structure should also evolve based on the KPIs you want to monitor, but also the offline data that you have (profitability, omnichannel performance, etc.). or sales or profitability.
As you understand, your account structure must adapt to your goals and new developments, it is constantly evolving and never ending. You should always think about goals before thinking about structure.
About the author
An expert in research and shopping, Simon Loiret is a media and SEA consultant at Converteo. Join the company in 2021 as he supports advertisers with their campaign strategy and optimization.