Account structure is a critical element for ensuring paid search success. It ensures that keywords, ad message, and landing pages are prioritized in alignment with the business’s objectives.
However, it is equally important for structure to be as functional as possible for most effective reporting and optimization. One should think beyond the initial set up and create a nimble structure that will allow for efficient ongoing maintenance.
While some engine features vary, particularly across those in non-English speaking markets, most have the same common elements.
The below best practices focus on how to set up campaigns and ad groups. As you will see, an effective structure is deeply connected to your marketing strategy and business needs.
Campaign Setup Best Practices
When deciding what and how many campaigns to have, as a guide, use campaign settings and consider what searches you will want to have maximum coverage. Targeting and budget are the most critical ones.
For cleanest reporting, it is recommended to set up a new campaign for each combination of targeting and budget needs. This will allow to easily track how much is spent and what performance you derive from all areas.
In terms of coverage, it is a best practice to fully fund your own brand terms followed by supplier brand terms and anything that is likely to drive a high ROI. – Read more