Why is a Google Ad Grants account structure important?
Account structure is critical in Google Ads for several reasons.
- First, a well-organized account structure makes managing campaigns and ad groups easier. When the account is set up logically, it is simpler to adjust and optimize ad campaigns based on performance.
- Second, account structure impacts Quality Score, a critical component of ad rank. Google uses Quality Score to determine where ads appear on the search results page and how much advertisers need to pay for each click. A well-structured account with tightly themed ad groups and relevant keywords can lead to higher Quality Scores, resulting in lower cost-per-click and better ad placement.
- Third, a well-organized account structure ensures that ad spend is allocated efficiently. By separating campaigns and ad groups by theme, advertisers can ensure they target the right audience with the right message. This can help improve conversion rates, ultimately leading to a higher return on ad spend (ROAS).
- Finally, a well-structured account makes tracking and measuring campaign performance easier. By separating campaigns by theme, advertisers can quickly see which campaigns and ad groups are performing well and which need optimization. This can help advertisers to make data-driven decisions and improve campaign performance over time.
How to structure your Google Ad Grants account?
When structuring a Google Ad account, there are a few key considerations to keep in mind:
- Define your goals: Before setting up your account, it’s essential to define them. What do you want to achieve with your Ad campaign? Is it increasing awareness, driving traffic to your website, or boosting conversions? Having clear goals will help you structure your account to align with your objectives.
- Organize campaigns by theme: Divide your campaigns into different themes, such as brand keywords, non-brand keywords, and ad groups, based on the different services or products you offer. This makes it easier to manage and optimize campaigns and helps improve the relevancy of ads.
Mimic your website structure
One of the easiest ways to build a first version of a campaign is to mirror your website. Let me explain how it works. Visit your website, visit each section and ask yourself if it brings value to the user. If yes, go ahead and build a campaign for that website section. You can include sections such as blog, newsletter subscription, about us, service and product pages, etc.
Make your account reflect your marketing goals
Make your campaign work for your marketing goals. For example, if you want donors to be aware of your mission so you can later ask for donations, you can create campaigns to push your blog articles and your about section for an awareness campaign. If it’s the end of the year and you’re selling e-gift cards, promote its landing page. Remember: these campaigns should work for you 24 hours a day, seven days a week for your marketing goals.
Dedicate different campaigns to different target locations
Google ads location target work at the campaign level, so think if it makes sense to put all your target locations under the same campaign. Your starting point should be to try to consolidate as many locations as possible under the same campaign, then ask yourself if the same campaign and ads can answer the users equally well. For example, if you’re selling something to all of Canada, but the delivery fee to a certain province is too expensive, maybe you should exclude this location and advertise another way your supporters can help your organization.
Dedicate different campaigns to different languages
Like the previous point, languages are set up at the campaign level. If we take the same example, you should launch one campaign for QC (in French) and another for all of Canada (in English). Of course, only split campaign languages if your website is written in these languages.
To avoid leaving money on the table, use dynamic search ads for your organization. Dynamic Search DSA campaigns (also called DSA) are easy to setup and can deliver good results to your campaigns.
Google Ad Grants account structure framework
By now, your should ask yourself: “well, in practice, how does all this work?” Glad you asked! To give you an example, I prepared a schema so you can better visualize what I just wrote.
Google Ad Grants account structure best practices
- Campaign naming convention: Try to name your campaigns always the same way. For example, year_location_language_campaign-goal_subject or any order or combination of this idea or others you may have. The most important is to stick to the same naming idea to make your life easier down the road at identifying your campaigns.
- Mirror your website structure: I can’t stress this enough: if your website was built to answer your user needs, you should mirror it (not only the structure but also the texts, whenever possible) to have a Google Ad account really working as part of your marketing team.
An account structure is important because it makes easy the management process but also can help improve performance. Even if in the short term you spend more time setting up a good campaign structure, it pays off in the long run.