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Google Adwords Campaign Basics: Structure And Implementation

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Google Adwords is a great platform for companies and consumers; for companies to advertise their products and services, and for consumers to find what they are looking for. Creating ad campaigns is easy and can be done in minutes. However, as every first step is difficult and should be carefully taken, it is important to understand the structure of Google Adwords and how to implement it to run successful campaigns and earn revenues.

Google Adwords Campaign Structure

Google Adwords Campaign Structure

Campaigns:

Campaigns consist of ad groups, and ad groups have ads. These ads are triggered and displayed on Google when a user makes a search. When you create a campaign you are creating these ads that show up on Google and bring you business, customers and sales.

Ad Groups:

Within a campaign you can create various ad groups. Each ad group will contain a number of ads for the same product (or category or sub-category). You can write different ads to target different users with relevant content that will address their requirement and appeal to them.

Keywords:

Keywords are the words that Google uses to trigger your company’s ads. Ads get triggered when a user searches for something on Google. The keywords you use should be similar (and possibly the same) to what the user is searching. They should be relevant to your products, services and business. You pay for every keyword (when a user clicks on the ad), so you should choose them with care.

Remember that keywords are specific to an ad group. Different ads in an ad group will use the same keywords. Different ad groups will have different keywords. Therefore, to divide the campaigns logically into ad groups (not simply ads) is important.

The Keyword Planner Tool in your Google Adwords account helps you choose keywords effectively.

Ads:

Ads can contain text, images, videos and links (on a display network). In the Google Search Network they can only contain text and links. When a user clicks on them, she is directed to a landing page of a website where further call to action (according to the goal of your website) takes place.

Understanding Structuring:

Structuring an Adwords campaign often seems a tough task. If you get the logic behind it, it’s easier to implement it. I’ve tried to make it simpler with the help of an analogy and few examples. You could think of it somewhat like the set theory where each category and subcategory is a set and subset respectively. If you don’t understand the set theory, here’s an easier way.

Think of huge storehouse with floors, rooms, sections, closets and shelves (much like a supermarket). One floor can be likened to one big category and separate rooms for separate smaller categories. For example in the storehouse on floor 1 you store clothes. And in one room you store women’s clothes and in the other men’s clothes. And each room has different sections further categorizing them into women’s jeans, women’s shirts, women’s scarves, women’s t-shirts. In the men’s clothes room there are sections for men’s jeans, men’s shirts, men’s casual shirts, men’s formal shirts, men’s ties and more.

On floor 2 there are personal care products. You store them in different rooms, one each dedicated for soaps, shampoos, oils, creams and more. So you could divide the room further into closets, one dedicated to each brand; and further shelves on which you place variants of each brand.

Here, you can map the structure of the campaigns as follows:

Campaigns can be likened to the rooms.

Example: Campaign women’s clothes, Campaign men’s clothes.

Since campaigns are further divided into ad groups, you can divide your Campaign Shampoos based on each company.

Ads can play an important role not just to receive call to actions, but highly targeted call to actions on relevant website pages. They can help in further segmentation of the responses that may be difficult to incorporate in the structure using ad groups. For example, your campaign will not have four or more levels of logical structuring. You can create a link in your ad that is targeted towards your marketing goal, with the help of ad content meant to achieve that goal.

Ad Groups, Keywords, Ads

Ad Groups, Keywords, Ads

Though keywords used in the ad group will be the same, the links and landing pages to which the customer lands through a particular ad will be different, simplifying the implementation process. Hence, creating one ad specifically for a smaller sub-category of product, and another for another smaller sub-category (with same keywords but different landing pages) can aid further segmentation. Here the ad text must speak of the difference in the products, driving the ads directly to the sale of further sub categories of products.

Note: If you would like to use advance options like Dynamic insertion, or ad extensions, the approach will differ.

Campaign Structuring and Implementation:

The campaign structure will depend upon your business structure and goals. It is always good to create the structure to resemble closely to your website structure or in the way you are running your marketing activities, as it becomes easy to track and analyze.

You could create campaigns based on:

  • Target audience.
  • A business goal you want to achieve.
  • Location and region.
  • The products and services you offer.
Target Audience Campaigns

You can also design campaigns based on target audience, (to see efficacy of ads and how a particular target audience is responding. It can also help in understanding the scope and demand according to the results of the campaign and further campaigns can be targeted based on them). It can be worthwhile if you are aiming at improving your reach in an existing or a new segment of the audience. You can decide on the budget you want to allocate to different segments of the audience.

Implementation:

Suppose Digital Vidya is getting high number of trainees who are professionals who want to take their brand online or startups who are establishing their brands. Therefore, Digital Vidya wants to reach out to more students who are looking for career options so that they can give them training in digital marketing skills to meet the industry requirements of digital marketing professionals. They can run campaigns that are specifically targeted at students having separate ad groups for every course they offer. Ad groups can be Course 1, Course 2, Course 3 each having its relevant keywords and ads.

Business Goal Based Campaigns

If your main purpose is to create awareness of your business among the people (and also handle responses that come which could be sales) your campaigns can be targeted at several locations at a time where you offer your services (with different ad groups for each product or service you want to spread awareness about, using relevant keywords). It would also tell you about which products and services are getting most responses (through ads being clicked).

Implementation:

Suppose a big online super market, let’s say Great Indian Bazaar wants to spread awareness about its business, it can create a campaign targeting entire India with separate ad groups each for clothing, shoes, cosmetics with ads that lead to the related website page showcasing the entire collection of products.

Location And Region Based Campaign

You can also create campaigns based on the location you are targeting. It is simple to choose the location i.e. city, state and country. While creating campaigns, you can set the target locations. Ad groups you create can be based on the product or service you offer. If you want to specify a particular locality within a city, you can include it in the keyword.

Implementation:

If you have a yoga and health institute in various cities, you can create separate campaigns for targeting each city (mumbai, bangalore, delhi, chennai) having ad groups specific to each course you offer (yoga basics, advanced yoga, meditation for health) with relevant ads.

Product Based Campaign

If you own a supermarket and want to create campaigns, then you need to divide your products into logical groups that you can easily recognize, tabulate data of, and analyze the sales or like how you manage on your database.

A campaign for shampoos can be created, with each ad group targeted at a different brand of shampoo with relevant keywords. Ads can further be written to denote a particular variant of the brand of shampoo, leading to the page with variants of that variety. Similarly campaigns can be created for women’s clothes, men’s clothes and so on.

Implementation:

While the keywords for ad group be generic (denote all L’Oreal shampoos), the ad can speak of ‘buy L’Oreal shampoo variant name’ and direct to a page that has all variants (sizes and offer prices) of L’Oreal Shampoo (here the further work is done by the website in segregating the variants of L’Oreal Shampoo). While the keywords used are all aimed at L’Oreal shampoo, the ad text does the work of further division (Fall Repair 3x, 6 Oil Nourish). The user clicks the ad relevant to her and lands on the page to buy the product. While this is highly targeted, it will reduce irrelevant clicks. Since it will also save time of the customer, the clicks and sales can be reflected within a short time.

The scope of Google Adwords is enormous and if structured and implemented well, your campaigns can earn you a high ROI.

Infographics credit: http://piktochart.com/

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