Campaigns A Google Ads campaign is the structural level at which you select your advertising type. Ad Groups The next structural level in Google Ads is the ad group. Each ad group might have one to 20 keywords associated with it. And there should probably be between two and four ads for each ad group. Within the video games campaign, you might have four ad groups, each aligned with a specific kind of keyword to target. The product keywords ad group would target specific product names. Customer Persona Your ecommerce business could also organize Google Ads campaigns around customer personas or the way a customer might search for your products. For this example, imagine that you have an online store selling electric bikes and one of your customer personas is for Phil, who researches everything. In the example of Phil “the analyst,” you could have an ad group for reviews, comparisons, target specifications, and even specific features. Building Google Ads You’ve now seen three ways to structure Google Ads text-based, search campaigns for ecommerce.
Text-based, pay-per-click advertising is a fundamental part of promoting an ecommerce business. These seemingly simple ads can appear higher on a search results page than organic listings, and they can target potential customers who are seeking the products your business sells.
One of the keys to a successful Google Ads search campaign is how an account is structured. It’s important to understand what sort of search campaigns your business should run. Decide how your company will manage ad groups within each campaign. And consider the keywords selected for each ad group.
There are many ways to organize a Google Ads campaign. In this article, you’ll find a brief description of Google Ads campaigns, ad groups, and a few ways these can be organized for an ecommerce business.
Campaigns
A Google Ads campaign is the structural level at which you select your advertising type. You could select, as examples, text ads, image ads, video ads, or call only ads. In this post, I will focus on text ads for Google’s search network.
The campaign level is also where you will set your budget. The budget, not surprisingly, lets Google Ads know how much you want to invest in promoting your ecommerce business and the products it sells.
Ad Groups
The next structural level in Google Ads is the ad group. Ad groups allow you to create themes within a campaign and can help you control the relationship between specific keywords and ad copy.
As a starting point, you might consider developing several ad groups for each campaign. Each ad group might have one to 20 keywords associated with it. And there should probably be between two and four ads for each ad group.
Product Category
The ad structure above aligns campaigns with an ecommerce site’s products.
For example, let’s imagine you manage a large online electronics store. Your online shop has many product categories, such as television and home theater, computers and tablets, and cameras, and video games.
You could build a campaign for each of these product categories. Within the video games campaign, you might have four ad groups, each aligned with a specific kind of keyword to target.
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