Structure Google Ads campaign

1. Identify your company’s most important marketing goal, and select this as your objective when creating a new Google Ads campaign.

Each Google Ad campaign may only have one objective. So, optimize your campaign with this in mind. For example, you may choose to optimize your campaign for brand awareness. Each campaign objective has specific campaign types available. Hover your mouse over each objective to view the available campaign types. Select one of the available campaign objective and subsequent campaign type:  Sales: Allows for Search, Display, Shopping, Video, Smart, and Discovery campaigns. Leads: Allows for Search, Display, Shopping, Video, Smart, and Discovery campaigns. Website traffic. Product and brand consideration: Allows for Video campaigns. Brand awareness and reach: Allows for Display and Video campaigns. App promotion: Allows for App campaigns. Local store visits and promotions: Allows for Local campaigns. You can also create a campaign without a goal. However, this isn’t advisable for Google Ad novices. Google’s help center explains how to decide what campaign type is best for your goals.

2. Choose the campaign type best suited for the promotional materials that you plan to create.

Once you select your objective, develop promotional materials such as videos, copy, images, and other asset types aligned with your campaign objective. Consider how you want your message delivered. Do you want to leapfrog over competitors in Google SERP rankings? If so, the Search campaign type may be your best bet.  Does your company have a talented video development team? Videos can allow you to deliver a compelling CTA.  Click on Continue once you’ve selected your campaign objective and type, and fill in any additional campaign subtype information that populates once your campaign type is selected.

3. Fill in campaign settings, including locations, languages, bidding structure, and budget, then click on Save and continue.

Location: Where your ads will display. Languages: The languages of the customers who will be viewing your ad. Bidding: How you want your budget used to optimize the ads. Budget: The amount you’ll spend per day on the campaign.

4. Segment your campaign into categorical ad groups that will narrow the scope of your audience.

Ad groups will break up your campaign into more specific buckets. For example, if you’re selling shoes, you may want to set up ad groups for: Women’s  Men’s  Kids’.

5. Conduct keyword research with Google's Keyword Planner to identify the 10-20 keywords that will have the highest impact on your campaign objective.

Keywords are the tools that help users find your ad. For example, if your shoe store’s most popular category is women’s sandals, you may want to include women’s sandals in the women’s ad group.

6. Utilize broad-match, phrase-match, and exact-match keyword types, so your ads show up on specific search queries.

There are different keyword match types that determine what search results will display your ad. Broad-match keywords are the most lenient type of keyword. When using broad match keywords, your ad may appear on searches for anything relating to your keyword, even if it doesn’t contain the specific term. For example, if your keyword is women’s sandals, your ad may appear on search queries for summer shoes. Phrase-match keywords are moderately lenient keywords. When using phrase-match keywords, which are set off by quotations, your ad may appear on searches that include the meaning of your keyword. For example, if your keyword is women’s trainers, your ad may appear on search queries for running shoes.  Exact-match keywords are the most specific type of keyword. Exact-match keywords, designated with brackets, will only allow your ad to show on search queries that have your exact keyword. For example, if your keyword is [women’s sandals], your ad will show on searches for sandals for women.

7. Add in negative-match keywords to filter out irrelevant, unwanted, or competitor searches, then click on Save and continue.

Negative keywords prevent your ad from showing up on search queries in which you don’t want to appear.  For example, if you don’t sell women’s high heels, and one of your broad-match keywords is women’s shoes, your ad may appear when a user searches for high heels. Adding high heels to your negative keyword list will prevent your ad from showing up in search queries that contain the words high heels.

8. Set up 2-4 ad variations that relate to the theme of each ad group. Once your ads are all uploaded, click on Save and continue.

If you’re creating ads for your women’s ad group, they should include the word women in the headline, copy, or images. Make only one slight change in each ad to ensure you can accurately measure its performance and determine which factor is driving superior results.

9. Review your final campaign format and settings. Once you’re satisfied with all of the settings, select Publish to launch your campaign.

The final campaign structure is Campaign > Ad Groups > Ads with each segment zeroing in on specific audiences as you move down the funnel. The campaign level settings include:  Campaign type. Networks the campaign is run on. Location parameters. Languages your audience speaks. Audience parameters. Budget. Bidding structure. Any extensions on your ads. The ad group level settings include: Ad group type. Ad group name. Keywords. The ad level settings include: Ad URL. Ad display URL. Headlines. Descriptions. Visual assets, if applicable based on campaign type.