How To Structure Google Ads Campaigns The RIGHT Way
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- เผยแพร่เมื่อ 31 พ.ค. 2024
- In this video I show you exactly how to structure Google ad campaigns in 2023.
I show you how many ad groups, keywords, ads, etc. you want in your Google ads campaigns...
And clear up a whole bunch of Google ads campaign creation and structure mistakes that a lot of Google advertisers make.
It's more important than most advertisers think to create Google ads with the right campaign structure.
With this video you can follow along and make sure you structure your Google ad campaign properly.
#googleads #googleadcampaignstructure
LINKS MENTIONED IN VIDEO:
How To Choose The RIGHT Google Ads Keyword Match Type:
• How To Choose The RIGH...
How To Write Google Ads Headlines That Get CLICKS:
• How To Write Google Ad...
How To Use The Google Keyword Planner (Beginner's Keyword Tutorial):
• How To Use The Google ...
Google Ads Sitelink Extensions - Examples & Best Practices:
• Google Ads Sitelink Ex...
Google Ads Callout Extensions - Examples & Best Practices:
• Google Ads Callout Ext...
CHAPTERS:
0:00 How To Structure Google Ad Campaigns
2:32 Google Ad Group & Keyword Structure
13:31 Google Ad Structure
18:55 Google Ad Extension Structure
23:03 Building Out Google Ad Campaigns
30:10 Landing Page Structure
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Thank you BEN! Your videos are a tremendous help and clearly explained.
Happy to help!
You putting this up for free is actually clutch - praise to you
Happy to help :)
Thanks for the video! Loved it very much!
You are very welcome :)
Haha I love the Edwardian music and sepia tone as you jump between scenes. It’s new and it made me laugh. That being said, the video is phenomenal and I’m learning a ton. Thank you for making this, I can’t wait to check out what other videos you have 😊🙌📚
Thank you very much :)
Thank you for explaining everything so clearly. Everything is very clear. Like for the explanation.
Glad it was helpful :)
A good lecture that will benefit all who have followed this excellent explanation.
Hey Ben, thank you for the amazing explanation. Could we create ad groups within the same campaign for different locations, such as two different cities?
you got my likes as many! Thanks for your FB content ;) this is also super quality. :)
Much appreciated!
Hey Ben im curious for a more locally based window cleaning service, for example, would town names a big deal. could I structure different ad groups on those differences in your experience?
Great bro!!! top!!
thank you
You explain it very well!
Thanks a lot :)
very informative and helpful!
Glad it was helpful :)
Thanks for watching guys! Let me know what you think in the comments :)
Please do you have a Google Ads course
do you have one that incorp tags to see conversion because I have a tag but do I need one for calls emails whatsap etc. there doean't seem to be a video that does the basics like this is how to setup and ad + this is how you track for example clicks on calls etc
Hey! It's really important info! I use it.
Happy to help :)
A good course👍
Very good Video
It's really interesting info!
Thanks a lot :)
Ben, would this be considered SKAG or STAG type of ad groups?
I really like this structure and will get straight on to it. One question... at what level would you put negative keywords in this structure?
I'm thinking glaringly obvious ones could be campaign level, but there could be more specific ones at ad group level. It just might get a little hard to keep track of. Many thanks.
Happy to help :)
It would depend on how far apart the various offerings are. If they are very closely related then campaign level makes sense. If not then you want to add at the more specific level.
Hey Ben, big fan of your FB ads content and it's amazing how you started putting out google ads content right around the same time I started offering Google ads services to my clients. Big thanks!
I had a question, is wanting to test out multiple landing pages for the same ads/keywords another reason you might wanna have a second or even third ad in one ad set? What is the best practice for testing different landing pages? Thanks in advance!
Thanks a lot Abdul - I'm actually planning to have a video on that topic at some point soon.
@@BenHeathGoogleAds Please make a video on this topic.
I did an experiment with an ad group where I changed my keywords from phrase match to broad match. Surprisingly, the broad match experiment outperformed my existing phrase match ad group. With broad match the conversion rate was lower, but this was more than offset by a lower cost / conversion that ended up producing a net gain in overall conversions for the group. I think broad match was finding low cost searches that my phrase match were missing.
That's interesting, thanks for sharing. What you described is more likely to happen when there is limited search volume for your keywords. But that's why it's always important to experiment :)
I have to say that there were some funny side events sometimes, but a lot of times I felt bored and didn't know what to do because there was not much happening that would caught my attention. For movie you made, it is just my own preference that other folks may like it or not.
Adwords moment was hilarious 🤣
Great video as always, thanks! < i run like 3-4 campaigns in google but i didn't get any conversion, so when i saw many videos on TH-cam some gurus they're saying start using clicks rather than conversion, Now what you recommend me to do optimize for clicks or conversion?
Thanks :)
No I wouldn’t recommend that I’m afraid. If you are struggling to get results I would try changing other elements of your campaign like your offer first.
Hey, Ben quick question regarding Landing Pages! Do you recommend a landing page with no navigation; only focused on the conversion with one CTA? Or a landing page like you mentioned in this video, that allows navigation to different areas of the website, but can only be accessed from the google ad? Hope that makes sense! Thanks friend.
Well Google can have issues with a non-navigable landing page so you want to be careful there.
Often a halfway option where you have a bit of navigation but not tons if the way to go. Reducing landing page navigation is likely to improve conversion rates.
Hi Ben, thanks for making all these videos. I only came across them recently but have already watched all of them - extremely useful. Quick question - my campaign has been running for a few months now and I have quite a lot of data, but I want to make some quite drastic changes across the whole campaign. Am I better to just make the changes within the same campaign or make a duplicate campaign to make the changes in? And how does it work if two similar campaigns are running at the same time - is there a risk multiple ads across both campaigns will be shown? Any help greatly appreciated.
You are very welcome.
I'd usually change the existing campaign. Although it does depend what exactly is being changed.
Hi, thank you for the video! I just had one question, right at the beginning when you choose the campaign's objective in this case why do you select leads instead of website traffic?
Happy to help. If you want leads, go for leads. It's as simple as that.
Hey Ben, can you do a video on Conversion tracking for events like landing page views, button clicks, and calls? Most of us are used to your FB ads content, but this conversion tracking is much more difficult to understand in the UI. Thank you!
Great suggestion :)
20:36 Really thought there was a crying baby in the room. :')
I have been told it makes more sense to structure your ad groups according to your website. Would you say that's more of a campaign level way to optimize? Or can you reconcile both in your ad group? So you have the various ad groups for different keyword topics but they also depend on which section of your website you want to lead people to?
Sure you can certainly do that. We would often go more specific though and break down all the people buying sent to a certain page into separate ad groups.
Can you advertise an optin page using google display ads to build a big list?
Hi Ben, thanks so much for your videos. They've helped me a ton in building a functioning Google Ads account for my local service business. One question I had regarding this campaign structure style; if I have a search term that shows Ad Group 1, but that search term is a closer fit to Ad Group 3, would you recommend adding that search term as an exact match negative keyword to Ad Group 1? What are your thoughts on this?
Hi Jake, thanks for letting me know. I'm very happy to have helped :)
I wouldn't to be honest, I just wouldn't worry about the overlap. I don't think the exclusion will help you get better results overall.
@@BenHeathGoogleAds Thanks for your input!
love it
Thanks :)
Great video! I want your input on a case where Google account was suspended. The reason was circumventing the system. But I think it is due to not doing any ads for 2-3 months and it is because the client want to re-brand and make another website so we naturally stopped doing ads. Noting that when we stopped all the payment was met. I won't be using this account but I have my own credit card in it not the client will this affect any account I make in the future even if it is for a different website, product and service? If I don't appeal will there be ramifications? Furthermore, I set up the account in the client's name and email (which I have access to) but the billing address and cardit card belong to me. Will they consider my appeal or not? How should I proceed?
Thank you in advance!
Thanks a lot :)
There could be ramifications for other accounts so I would appeal. You are far more likely to have an issue if you use the same payment method for other ad accounts so that's something to be aware of.
Let's say there are 3 sub-themes of buying intention search, do we need to separate them into 3 adgroups? Then into 3 different ads? Considering that ad strength is greatly influenced by relevant specific keywords in both the ad headline and landing page.
Yes I would do so. It takes extra time but is worth it in the long run :)
Thanks fro sharing your exprerience!
I've started a campaign according to your guide, there is 10 keywords in the ad group but the ad don't have any impressions for 3 days :(
I checked twice - everything is enabled, the capmaign, the ad group, the ad, the keywords. All the keywords are for B2B sales, avg. monthly searches aren't so high, but it's predicted to be ~1000 for each keyword. Budget is $50 daily.
I'd really appreciate it if you give me a piece of advice.
You are very welcome Piotr,
It sounds like your target keywords are too specific. Or perhaps they are in combination with a strict location targeting setting? The 1000 monthly searches estimate may be for the whole country?
It's also worth making sure billing is set up properly and you don't have any issues there.
Hey Ben - Thanks for the video! A quick question - I see that you have phrase and exact in one ad group. Do you create a separate campaign for broad keywords? Or do you add in the broad keywords in the same ad group as the phrase and exact later on?
You are very welcome :)
No if we use them, we'll include in the same ad groups.
@@BenHeathGoogleAds Got it - So you don't recommend using broad keywords often? Just stick to exact and phrase?
Ben, can you please make a video on how to set up the google conversion tag and tracking on the website to make sure the google ads are getting the right data from our website.
Good suggestion :)
Another great video Ben ..Why do not pin some headlines? Maybe making duplicate ads and pinning some headlines on one and not on another?
Thanks a lot and that's a good suggestion. I'm planning on covering that in a separate video
@@BenHeathGoogleAds 😀
Hi Ben. When you say 6 kws in each ad group, is that referring to 6 main kws such as digital marketing agency which then comes in it's various match types and with other words added, or are you referring to 6 'lines' in each ad group please? Thanks so much.
Good question. Typically 6 lines with one main keyword per ad group. That takes extra time but the specificity helps with results.
Do you maybe think that is a smarter not to put audience segments in search campaign while you are targeting specific keywords? Thanks Ben.
Hey man, did u have this answer? 'cause I want the answer too.
@@littleboy4561 There is no need to put audience segments. That is the answer. There is no any logic in that, if someone searches for "pet care creme", you literally don't care if that person is interested in "pizza" (e.g) too. You're welcome 😬
What campaign daily budget would you recommend starting with with? and what cpc?
Hi Sharon, it completely depends on your businesses finances and the CPC is determined so much by your industry. I will create videos on both topics in the near future to help you work that out.
I have 4 sections of my website I want to drive traffic to, should I set up 4 separate campaigns or use ads groups stemming from 1 lead campaign, for best results?
Most likely different campaigns :)
Thanks @@BenHeathGoogleAds
baby was crying in the background 😢
Hey, Ben how many ads are recommended in an ad group??
You said 1 I guess, I heard someone saying 3…
I do have a question? Is the less keywords per ad group better? I have seen few forums they mention to put more keywords in to ad groups and create less ad groups. According to them the reason behind this is that with Googles automation and Ai learning putting more keywords into a single ad groups will enable Google to understand the theme and the relevence behind the ads. Is this true? Your video is create almost 1 year ago and is this still relevant?
You certainly don’t want to put as many keywords as possible into an ad group. Yes Google might be able to work out which perform best but you’ll have decreased overall performance because you can’t tailor the ads to the individual keywords as much.
@@BenHeathGoogleAds ok thanks. But it's ok to include keywords which are related to the theme or the ad group, to ensure ad relevance? Also SKAG is a No no?
This video received just an average score from me. I dig the general atmosphere, but at times I felt this or that section slowed me down or that some parts were little bit drawn or repetitive after a while.
can i ask how can one duplicate an ad group? I understand the ad duplication but somehow havent been succesful duplicating the ad group
Also another question do you recommend making 15 headlines for each ad so that google can test all of your various headlines etc..?
Yes I think creating a number of different headlines is a good way to go.
If I have a weight loss course and only one landing page, would I still create multiple ads with 6 keywords each? In other words, take my list of 20-30 keywords and break them up into different ads?
Yea definitely. You want to create separate ad groups and separate ads within those. It pays to get specific
@@BenHeathGoogleAds Haven't sold anything yet (only a few days), but I set things up how you suggested and getting a lot of clicks. I'm going to see if I can clean up my sales page. Thanks, Ben. I have been following ALL your advice, and I greatly appreciate you. If I ever get to that $3k mark (I mean when ;), I'll reach out.
Nice video. I have a question tho because most google ads experts recommend using maximize clicks to get enough data and then switch to conversions after a while what is your opinion about this strategy?
Hey did you ever figure out the answer to this question?
Hi. Is this way of structuring still up to date As per Oktober 2023 ?
Sure, we still use this structure :)
Ben, I notice you're using the branded term "Google" in your keywords and write copy, even though we've been a Google agency for 10 years currently they keep restricting our ads for unauthorised use of a brand. Have you experienced this yourself?
What's the minimum budget for a campaign with 3 ad groups and 1 ad in each?
I'd recommend checking my video on Google ad budgets as that explains how we approach the budget questions :)
A friend of mine did something I couldn’t understand, he said: “I created account then I used a link from a known website, made Ads about that webside and made money from clicks on that website.”
He did it with Google Ads, can you show me which method is this or how can I do it too.?
I imagine he is affiliate marketing for them? That would be my best guess
@@BenHeathGoogleAds it wasn’t a shopping website it was a game website. He made adds with their website link.
maybe he used their link instead of creating personal link & website.
Can it be possible?
Hai benny in this vedio i can't understand the extension part can u make a separate vedio for that, and please try to use a simple English words while explaining.
And can you answer, do you arrange individual classes?
We don’t I’m afraid, not at the moment. Our only Google Ads service offering is done-for-you
I spot my comment :)))
Nice :)
I had a question, is wanting to test out multiple landing pages for the same ads/keywords another reason you might wanna have a second or even third ad in one ad set? What is the best practice for testing different landing pages? Thanks in advance!
That is a great idea for a video topic and I'm going to cover that fully. Thanks
Is there ever the concern that some of the better performing ad groups would cannibalise the budget at the campaign level? Are you better starting with everything in one campaign and over time splitting out?
Yes that can happen but that is going to improve overall performance. So it depends what you are looking for - more accurate testing or better performance. Or an even split for lead volume objectives.
Can you please help my existing account. I just can't understand all this stuff. It's like learning Chineese
We do offer done-for-you services: heathmedia.co.uk/google-ads/
I do not find it helpful because I tried it narrow down just as you explained and all the keyword marked as "not eligible low search" also the ad strength is zero not even hot the average not even the poor while I concentrating that specific narrow niche.. seem all information aggravated from the reality. why?
The question that I can't have answered, no matter how much I look for it is: Why don't I create 10 different campaigns instead of 1 campaign with 10 different ad groups? What's the difference between creating a bunch of campaigns vs a bunch of ad groups? Is there any difference? I'm no expert, but when I look at these Google Ads structures, they look more complicated than they should.
If you separate campaigns, you don't consolidate the data and the optimization that comes with that. Therefore you end up with under optimized campaigns and worse results. You want to do everything you can to benefit from Google's machine learning process.
@@BenHeathGoogleAds yeah but, read most of the comments here and you will find a pattern: I think for most people, me included, it’s hard to understand “when” and “why” we should create a campaign vs create ad groups within the same campaign. I’ve been searching for that answer, I see that most people have this doubt, but not even Google is able to answer it. What objective criteria should be used? What key points to observe to make that judgment and why? That’s enough material for a series of videos :)
@@angelo_magno I am a novice, but I think your campaigns can compete with each other, but ad groups don't. Keeping that point in your mind your create & structure different campaigns so that 2 different ads from 2 different campaigns from your account doesn't compete with each other for the same search term.
Disclaimer: I am no expert.
Is there a baby crying in the background or just me getting crazy
No need for having ‚digital advertising agency‘ and ‚digital advertising agency uk‘ in the same ad group.
Make this video in Hindi language please with help of AI !!!!
Do I hear a crying baby in the background? 😬
That is possible. I’ve got an 18 month old that makes himself known occasionally
@@BenHeathGoogleAds a 'noise gate' in the editing software will sort that out 🙂
I do admit that the video was good, but as a viewer myself, I never had even the slightest interest in its content and context. My stay there was far from magnificent; there were no outstanding features that I wished to share.
You are helping me to get more Facebook followers but you are also handsome 😅❤
Haha - thanks
You explain it very well!
Thanks
A good lecture that will benefit all who have followed this excellent explanation.
Thanks a lot :)
I'm just starting to study, please tell me if the site traffic affects the place of my ad?
Hi Ryan, yes it can do. Although that's not the primary determining factor