Within a single Google Ads account, you can advertise a wide variety of products and servicesthat belong to the same business. Achieving a well-organized account structure will allow you to attract more potential customers with less investment. Moreover, these clicks will be better qualified, meaning they are more likely to make a purchase or hire services.
When creating a Google Ads account and defining its structure, the specific characteristics of the business you want to advertise must be considered.
It is important to keep in mind whether you are operating in multiple markets (countries, cities, etc.) and if there is a significant difference between them. If you are advertising to audiences that speak different languages, or if you offer very different services or products. This will help in creating a better account structure.
The first thing to consider is whether you will advertise in markets where different languages are spoken. It is recommended to create a campaign for each language or market. Although, if the structure becomes too complex, you could create a different account for each market or language.
If the account will only advertise in one language, but the products or services are very different, it may also be a good idea to create a campaign for each one or for each subtype.
Once the campaigns you will create in the account are decided, you need to define the structure of the ad groups. These are a subcategory where you can segregate keywords and group them according to a service or product that shares something in common. Each ad group has one or more ads that lead you to the same landing page.
Lets see an example. CuidaVet is a veterinary clinic, CuidaVet. They treat dogs and cats. They have two types of services; emergency services or scheduled appointments. It would be a good idea to create one campaign for dogs and another for cats, with ad groups within each campaign for emergency keywords and for those related to appointments. Within these ad groups, you would add keywords that could be triggered by users searching for these services.
The structure would look like this:
It would be interesting to target each animal’s campaign to an audience that owns dogs and another that owns cats. It would also be a good idea to generate ad extensions that lead to different sections in the web page, such as specific services. I would also add call extensions to schedule an appointment directly or location extension to show where the clinic is located.
Each ad group will have an associated ad with texts that relate to the theme of the keywords it contains. That’s why it is essential that they have a lot in common and are differentiated from the rest by the messages included in the ad. In the ads, we will include relevant messages that resonate with and catch the attention of the pet owners, especially in urgent situations, and encourage them to care for their pet's health in the long term.
Finding keywords that bring in good traffic at a reasonable cost is not easy. Discover how to find them and how Dolnai’s tool can help you to find profitable keywords.
To ensure the exact ad for the user’s search is shown and not another ad from your account that speaks about a similar product, it is important to include cross-negatives, a task Dolnai can also help with.
If you don’t include them, it’s highly likely that ads for products the user wasn’t searching for will appear. As a result, they won’t click, or worse, they might click and land on a page that doesn’t interest them and then leave. This means you’ll pay for the click and will almost certainly not make a sale.
As you can see, creating a Google Ads account is simple, but structuring it for maximum performance is not as easy. I encourage you to discover how Dolnai can help you sell more and make the process easier for you.
