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Campaign Structure 101

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In just a few decades, digital marketing has exploded from a mere bonus of a product or service to the life and blood of most companies these days. For new companies trying to establish their presence, it can be quite overwhelming. However, there’s actually a method to this madness and it has to do with one key thing: organization.

The success of campaigns rely on quite a few things like keywords, ads, and ad groups, just to name a few. With so many variables to take into account, the only way you can really control and measure your progress is through organizing them to their most optimized forms.

How are Google Ads Organized?

To start off, you need to understand the three levels in which Google operates their ads, namely:

  • Account
  • Campaign
  • Ad Groups

Each one is customizable to the detail of your company like budget and ad location for Campaigns and keywords for Ad Groups. Now that you’ve got the basic structure, you need to apply your deep understanding of your business and audience in order to organize your account.

First off, it’ll help to sort out your products/ services into smaller categories. We dived deeper into this topic with our Ad Groups newsletter. Next up, consider different options for elements such as budget, keywords, and even your marketing copies.


These are based on what type of advertising network you’re using. Among a few for Google include:

  • Display Network
  • Search Network
  • Display Expansion on Search
  • Smart Shopping
  • Local Campaigns

As you can see, they’re also based on the kind of ad you want to run. Different plans and strategies should be made for each campaign in order to maximize their effects on your audience.


When you’re handling digital ads, your budget should be one of your top priorities as it will set the direction of your campaigns and its subsequent success. Two things you need to keep in mind are your daily budget and bids.

As a general practice, allocate your resources towards campaigns you want to gain more exposure from. For example, suppose you’ve noticed that you tend to have more customers during holidays when people have downtime to learn, you can bump up your budget for those days for a wider reach.

Keywords and Match Types

Remember that there isn’t a bulletproof ad structure that will gain you all the traffic and conversions in the world. These figures (and your strategies) should be highly dependent on your industry, your audience, and your goals.

That being said, Google has a tool called Keyword Planner which provides a list of keywords you can use for your campaigns. This platform includes crucial information such as the keywords’ bidding prices, how much competition is there, and so on. Use this not as your definitive keyword list but as a guide on how you choose which keywords to bid on.

In order to have the most effective digital strategy, you need to handle and improve the very root or foundation of your strategy. Make sure that you’re employing the most optimal actions from the most top-level decisions down to the most minute of details.

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