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Organise your account with ad groups

Organising your account allows you to serve the right ads to the right customers more effectively, and it allows you to track the effectiveness of your advertising efforts better.When people are searching online and they type in a word or phrase, they're looking for information that's closely tied to those words. For example, if Eric types digital cameras and he sees an ad for film reels, then he probably won't click the ad.

To show ads that are relevant to the searches of people that you're trying to reach, bundle related ads together with related keywords into an ad group. That way, all of your related ads can be shown to customers searching for similar things.

Although there isn’t one correct way to organise your account, this article goes over some best practices that you can follow.

Best practices

  • Organise your campaigns and ad groups as you create them. Reorganising your account after you've created several campaigns and ad groups wipes out all the valuable data that you've accumulated, possibly affecting how your ads will perform.
  • When you need to use a different set of campaigns settings (ex: budget or location targeting), create a separate campaign. For instance, if you sell clothing, you may want to set a budget for shirts and a different budget for trousers. In this case, you should create a campaign for shirts, and another campaign for trousers. 
  • If you want all your ads to share a budget and you want to target the same set of locations, then you can just use one campaign. 
  • For each ad group, pick a narrow theme and create ad groups around that theme. For each ad group, use keywords related to that theme. Consider also having your ads mention at least one of your keywords in its headline. This is because when someone searches for a term that matches your keyword, and they see one ad that mentions the keyword and another ad that doesn't mention the keyword, they are more likely to think that the first ad is more relevant to what they're searching for.
  • You never know what message might resonate best with potential customers. Because of this, we recommend having at least two-three ads in each ad group. Most advertisers will then set the "ad rotation" campaign setting to either "Optimise for clicks" or "Optimise for conversions" which means that your ads will show on a rotating basis until we've learned how each ad performs. Once performance data is gathered, your higher performing ads will show more often. Find out about Ad rotation settings.

Example:

Let's say that you own an online electronics store and you create an AdWords account so that you can begin to advertise the products that you sell. At the account level you can choose who else you'd like to have access to your AdWords account and your preferred payment method. The top-most layer of your account might look as follows:

 

Account

Online electronics shop

Organise your campaigns

A campaign consists of a collection of ad groups. For your campaign, consider the following:

  • How much you're willing to spend on clicks or conversions from your ads
  • Networks and geographical locations where you want your ads to show. 
  • Other top-level settings that affect clusters of ad groups

For example, let’s say that you want to create ads for your inventory of televisions and cameras, so you create separate campaigns for each.

 

Campaign

Campaign

Televisions

Cameras

Organise your ad groups

A common method of organising an AdWords account is to do it with a category or business goal in mind. For many businesses, the way that your website is structured is a good place to start, where each ad group representing a different page or category on your site. 

Ad groups can help to ensure that your ads are relevant to your keywords. For example, for your camera campaign, you may want to create separate ads for digital cameras and compact cameras. You can create ad groups for each type of camera, each with its own set of focused, relevant keywords. For your television campaign, you can also create an ad group for each type of television that you sell, such as flat screen and plasma TVs. 

 

Ad Group

Ad Group

Ad Group

Ad Group

Flat Screen TVs

Plasma TVs

Digital Cameras

Compact Cameras

Within a particular ad group, you should choose keywords that are closely linked to your ad text. For your digital cameras ad group, you might try keywords for different brands, models and prices for the digital cameras you sell.

Tying it all together, your overall account structure might look like this:

 

Accounts

  • Unique email and password
  • Billing information
 

Campaign

Campaign

  • Televisions
  • Cameras
 

Ad Group

Ad Group

Ad Group

Ad Group

Flat Screen TVs

Plasma TVs

Digital Cameras

Compact Cameras

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