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Google ads structure: how to set it up effectively

5 Mins read

After learning the basics of Google ads, Before you create your first ads, you should understand the three-layer design of Google Ads. Understanding the relationship between these layers of your account will help you organize your ads, keywords, and ad groups into effective campaigns that target the right audience.

This article explains how the elements in your account are organized and how to set them up effectively.

Google ads are organized in the following ads tiers

  1. Account
  2. Campaign
  3. Ad group keywords
  4. Advertisement

Account: at this stage, you are to set up your Google ad account via the Google ads website. You will be asked to fill in your company details and the likes. It is so easy all you have to do is fill in your business name and website- if any.

Campaign: this is the stage where you determine your goal, and what you want to achieve from advertising. Google will tailor your ad based on the results you want. And, no matter which advertising goal you choose, Google Ads can help you across the board. In this stage Google has 2 types of users; they have random users and professional or expert users.

For random or unprofessional marketers creating a Google ads campaign is straightforward, if you are an entrepreneur that wants to run Google ads for your business then this is the right one for you. You will be done in no less than 5 minutes because Google has done all that needs to be done all you have to do is select your goals. Google has 4 goals for random or unprofessional marketers.

  • Get more calls to your business
  • Increase visits to your store
  • Drive people to your website
  • Reach and engage viewers on YouTube

Professional or expert marketers: creating a Google ads campaign is very complex and rigorous. This is for those that want to be more specific about their target audience. They know their target audience and have created a persona of whom and who they want to reach with their ads. Google gives them the freewill to set their campaign as they see fit giving them more options to be laser focus. Setting this type of campaign takes time. There are 7 campaign goals/objectives for this kind of marketers

  • Sales
  • Leads
  • Website traffic
  • Product and brand consideration
  • Brand awareness and reach
  • App promotion
  • Local store visit and promotion

Now its time to select a campaign type based on the Google categories which are

Google Search Network: Texts

Google Display Network: images and videos.

The next section is for you to select How you want to reach your goal

When those decisions are made, it’s time to advance your campaign settings:

  • Location Targeting: set up the country or countries you want to target
  • Language Targeting – Any language your customers speak
  • Bid Strategy – Automatic vs. Manual
  • Budget: The money you are willing to part with on a daily/monthly basis

Google runs a PPC (Pay per click) model, that is you pay only when your ads are clicked.  Your monthly budget is your daily budget x 30.4. So, let’s your monthly budget is ₦10,000 divided by 30.4 = ₦328 on daily basis, or let’s say Google values your ad (keyword) at ₦50 per click and you will like to get 300 visitors to your website a day you can calculate your estimated daily budget using this figure. 50 × 300 = ₦15,000 so you spend 15,000 on daily basis to attract 300 clicks.

Please know that your ads will stop showing after they achieve their daily goal which is after 300 people click it.

Consider this: Based on your estimated CPC (cost per click), how many clicks per day can your budget support?

Ad group: This is the next stage after setting your campaign. it contains a set of similar ads and keywords. The Ad group stage allows you to break your campaign into multiple categories, topics, or themes.

Since each ad group has its keywords, targeting settings, and ads, this lets you get more granular and specific within your campaign. Thus, by creating ad groups, you can ensure the ads your audience ends up seeing are as relevant as possible.

Typically, the maximum number of ad groups for each search campaign should be 7 to 10, with around 20 keywords per ad group and 2-3 ads per campaign. Exceptions apply, of course, but for most businesses, these guidelines help ensure a campaign remains manageable.

For example:

Account –

Campaign 1– drinks

Ad group 1 – Tea,

Ad group 2 – Roselle

Keywords for ad group 1 – iced tea, iced tea in Lagos, black tea, benefits of black tea, Pu-erh tea, green tea, Chinese tea, etc.

Keywords for Ad group 2 – best Zobo drink, Avila Roselle, iced zobo drink in Lagos, etc.

Campaign 2 – skincare

Ad group 1 – soap

Ad group 2 – cream

Keywords for ad group 1: Neem soap, best avocado soap, is Moringa soap for me, papaya soap in Lagos, etc.

Keywords for ad group 2 – body cream, face cream, hair cream, Neem body cream, avocado face cream, Moringa cream, papaya cream, etc.

Ps: Avila naturalle, is a truly-natural body care manufacturing company in Africa. Since its inception in July 2017, they have continued to redefine the Nigerian skincare terrain by promoting the usage of natural, healthy, and safe products through its array of skincare, haircare, mouth care, and foot care brands. They are driven by the need to help Nigerians break free from harmful chemical-based skincare products in line with a vision to inspire a healthier and happier world. Hence all their products are natural, without any harmful chemical substance.

Keywords: As noted above, each ad group contains its own specific set of keywords. Keywords are words or phrases (Long-tail keywords) people search for on Google to bring up their desired content. By adding a keyword, you’re telling Google you want your ad to show up when people search for that term.

Don’t rely on your instincts to select keywords, because your keywords determine who gets to see your ads, so carefully do your homework by using keyword tools to do your keyword research so you’ll know for sure that you’re bidding on keywords with search volume. Another important aspect of selecting keywords is considering the intent of your target audience; understanding how they search the web. For example, imagine the goal of your campaign is to attract new customers to buy your product. Broad keywords, such as the name of a general product like body cream, often do not reflect what a user would search for if they intend to buy the product.

Someone who is looking to buy a product would likely include additional details in their searches, such as the best body cream brands or skincare stores in Nigeria.

Keywords that reflect intent to buy often include product details, brand names, the word “cost,” and location terms such as a specific city or the words “near me.”

Google Ads Keyword Planner is free and available within your Google Ads account, and you can also use free keyword tools Wordstream’s Free Keyword Planner or third-party paid options like SEM Rush.

Read also: Keywords: Types, Examples, How it works, and How to Use it Effectively

Ad copy: This is where you write the sentence people will see. It is the most important stage, your ad copy must be relevant and compelling enough to attract clicks. You get to write the headline and description of the product you are trying to advertise at this stage. Your copy must be concise because you have only 90 characters to be creative. Your ads should also incorporate the keywords in the ad group. You should write your ad based on the goal of your campaign and the type of ad format you want to use. In fact, Google will give you the luxury to be creative depending on the goal and format you choose at the campaign stage.

Best practice

  • Organize your campaign and ad group from the start
  • Start with specific ads and targeting
  • Create several targeted ad groups within a campaign but no more than ten
  • Familiarize yourself with the ad hierarchy

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There's this unexplainable joy I get whenever I write, knowing fully well that my copy will transform people's life and destiny. This rare feeling elates me and encourages me to write more value-packed pieces. I think a divine being has possessed me to write, that is why I write, Therefore, I will advise every of my piece should be regarded as a divine message.
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