4 Ways to Construct Your AdWords Campaigns

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Mirror the Website

This is the simplest way and probably the most commonly used method of building out campaigns and AdGroups.

 

AdGroup/ Campaign Generally this is done by using each section of the navigation bar or menu bar as a different AdGroup or campaign assuming they are relevant.
Keywords: Keywords are also derived from the website, mostly taken from the websites subsections, or variations of the web page’s keywords and keyword variations.
Ad Copy: The ad copy can be done by taking text and keywords from the site, by basing it on the site’s content it creates a coherence that transfers from the ad to the website’s content.

 

Pros Cons
  • They are very good for starting accounts, when you are given a blank slate with no previous data to build on.
  • They are very good for starting accounts, when you are given a blank slate with no previous data to build on.
  • They are very good for starting accounts, when you are given a blank slate with no previous data to build on.
  • – Doesn’t cater as much to the audience
  • – Structure relies on website, so a well structured website will lead to a better performing account

Things to look out for:

When building an account based on the website, make sure that you’re selective with what you pull into the account. On occasion it is possible to encompass aspects that are important on the site but not necessarily pertinent to the Adwords account. For example, the “About Us” section in most cases is not appropriate to the goals of the account.

 

Build on Search Patterns

By building your campaigns based on search patterns and having AdGroups and campaigns reflect the way the intended audience inputs their queries can prove quite effective.

AdGroup/ Campaign Based on your target audience’s search patterns, essentially the way that the varying styles in which the audience searches for your product/service. Look for: word order, keyword usage, trends, language, etc.
Keywords: Keyword planning can be done by using tools to listen to how the audience searches, and variations that are used.
Ad Copy: Ad copy should still be loosely based on the landing page’s keywords in order to keep a level of consistency; however it should incorporate the search keywords as well.

 

Pros Cons
  • Very effective for competitive campaigns that are costly, to go for the long tail keywords
  • Works well on international campaigns where colloquial terms may vary
  • Niche and jargon heavy industries can also rely on this method
  • Requires a lot of research to create an accurate account
  • Can be difficult to obtain a high quality score because Google might not always consider the keywords in the same AdGroup to be relevant, even though there may be a logical connection.

Things to look out for:

Unlike the website build, search pattern builds can sometimes become too targeted and doesn’t leave the leniency required for accounts to reach untapped target audiences. For example, just because your research shows that the target audience searches a certain way, it doesn’t mean there aren’t deviations from the norm. There could very well be a target group that was unknown to the company.

Also, not all accounts work when separating by search patterns as well. If an e-commerce site with a multitude of product categories were built in this manner, it would be a herculean task to separate all the different types of search behaviour for each individual product.

 

(Re)build with Performance Data

This method requires previous performance data, and preferably only used on accounts with a longer, consistent history.

AdGroup/ Campaign Separating out Adgroups and Campaigns based on the performance you wish to improve/adjust.
Keywords: Split out keywords based on performance levels, which allows keywords at a similar performance level to be grouped together.
Ad Copy: Similar to the search pattern method, it is best to use a combination of landing page keywords as well as an inclusion of ad copy that has traditionally produced the desired outcome.

 

Pros Cons
  • Effective for competitive campaigns (when competitors have a similar budget/Max CPC)
  • More control of each metric’s performance
  • Very customisable and extremely good for testing
  • Ad scheduling, demographic targeting, remarketing audiences and device preferences should definitely be looked into
  • Can create a very cluttered account
  • Requires a lot of data, planning and strong grasp of the market

Things to look out for:

Firstly, for this to work, it is imperative that there is enough data, because small scale data can easily be affected by anomalies. With a more comprehensive set of data you can get a bird’s eye view of the entire account, and see more accurate monthly/weekly/daily trends. Secondly, do not simplify variables, there are always going to be multiple variables affecting the data, and it’s important to remember that when making these decisions. Lastly, make sure you have done extensive testing beforehand, because correlation doesn’t necessarily imply causation. For example, market fluctuations and time holidays can have drastic effects on seasonal account’s performances.

 

Mimic Product Inventory

Akin to the website build, by replicating the product list it means that the AdWords account will be very effective for product centric businesses.

 

AdGroup/ Campaign Essentially by separating the AdGroups based on the product categories or products (this depends on the scale of your product list and how extensive it is)
Keywords: Keywords are going to be product/service names, ID codes, and alternative variants.
Ad Copy: Ad copy should be specific to the products, and should be as applicable to the product as possible.

 

Pros Cons
  • Extremely organised build for your products
  • Easy to add new products
  • Measures product performance very well
  • Not easily customisable if inventory list from website’s back end isn’t structured

Things to look out for:

These accounts are relatively simple to do, just remember that they are not optimised for generic terms, unless you have a separate campaign specifically created for more general terms. For example, a website that sells food might want include things such as “online grocery store” and variations in a separate campaign, while the rest of the account targets the products.

Final Notes:

Don’t forget to continually optimise the account using: best practices, ad testing, keyword testing, etc.

Also note that none of these builds are definitive methodologies, mix things around, try out what works for your accounts and adapt them to work for you.

Written by Jeff Chang

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