Did you know that a fine-grained campaign structure is a prerequisite for high-performance ad copy and campaigns, yielding higher CTR, improving allover campaign quality and efficiency? No? Unfortunately, the impact of creating a consistent and useful campaign structure is still often underestimated.
We at crealytics are real disciples of campaign structuring. Some time ago we shared our best practices with you in German. Today we want to repeat that in English, giving our readers from abroad the opportunity to benefit from it.
- Brand Campaigns
Create an own campaign for each brand. This will enable you to create brand-specific sitelinks, which are likely to increase CTR. In addition, bids and campaign settings can be adjusted according to brand performance, and new brands can be easily identified and added.
- Product Category Ad Groups
Use ranges as ad groups, e.g. Campaign “Adidas” – Ad Group “Sneakers”. This will allow for highly relevant ad copy and landing page selection and will profit from higher quality score, and subsequently low CPC.
- Sort Ad Groups by Keyword Length
Keywords should be divided by length into different ad groups (max. 3 length segments) in order to maximize space utilization in your ad copy. For example, put all keywords for brand XY and category “shirts” with up to 15 characters into a separate ad group. Now if you use dynamic keyword insertion, which we recommend, you’ll know that you still have 10 characters left in the headline and 20 characters in the description lines for additional text.
- Use Misspelled Keywords and Typos
User queries often contain misspellings and typos. Such queries should be added as keywords too, as they have the same potential as regular keywords. However, avoid using dynamic keyword insertion for these, which would result in bad ad copy. On this account, it makes sense to create separately labelled ad groups for such keywords. We also advise against adding tons of artificially generated typos, as they will have very low to no search volume. Add only the queries from the search query reports and you’ll be fine.
- Separate “Buy”-Words
Customers typing “buy adidas shoes” are usually much more likely to buy than customers typing only “adidas shoes”. Such key words deserve special attention and should be packed onto separate ad groups, which will make differentiated bidding easy.
Here’s what Google says regarding campaign structure:
Do you think campaign structure is important? Tell us what you think!