AdWords Examples: Structuring your first ad groups

This post is part of a four-part series called AdWords Examples. We'll show you an example of an account with a structure of campaigns, ad groups, keywords and ads that can be used by an online retailer. We hope you’ll find this helpful in creating your first campaign, and if you need help with the individual steps you can always find them in our AdWords Help Center.

In this second part of our series of AdWords Examples, we’ll go a little deeper and examine how to use ad groups effectively. If you didn’t catch the first post of the series, you can find it here: AdWords Examples: Structuring your campaigns.

When building an account for the Google Store, Lisa created different ad groups for each and every product in the store, as you can see below.

Using this structure in the AdWords account, Lisa is able to create relevant sets of keywords for each product on the webshop, create relevant ads for each product, and link these ads to the relevant landing pages.

In this case, each ad group will contain ads and keywords that are only related to one product, to increase the relevance of the ads. So when someone is searching for a Google lava lamp, an ad for Google lava lamps will be shown, and a click on that ad will take the user directly to the page for lava lamps. 

Without this structure, the ads would not be able to accurately match the keywords. Matching the users’ search queries with targeted ads greatly increases the number of relevant clicks and purchases, as the customer is sent straight to the page for lava lamps.

You can find step-by-step instructions for how to create new ad groups here. In the next part of this series, we’ll look into some examples of ads. Stay tuned!

Written by Jens Larsson, The Help Center Team

AdWords Examples: Structuring your campaigns

This post is part of a four-part series called AdWords Examples. We'll show you an example of an account with a structure of campaigns, ad groups, keywords and ads that can be used by an online retailer. We hope you’ll find this helpful in creating your first campaign, and if you need help with the individual steps you can always find them in our AdWords Help Center.

In this example, we’ll see how Lisa is using Google AdWords to market the Google Store online. In the Google Store, you can find all kinds of Google gear, ranging from clothing to toys, and buy gear directly online.

As you can see, this webshop is structured into product categories such as accessories and wearables with subcategories for each specific product. Lisa uses the same structure in her AdWords account as in her store: she uses the product categories from the webshop to create different campaigns. Each product within these categories will then get its own ad group with its own specific set of keywords and ads. 

Using the structure of your website as a model for the structure of your account not only makes it easy to find the individual ads in your account, but it's also an excellent way of making your ads relevant to users. 

 

Lisa has noticed that the advertising costs for t-shirts and bowling bags are different. By having different product categories in different campaigns, Lisa can define different budgets and bidding options for each product category. This separation also makes reporting and analysis of these different product categories easier. Here’s how to set a budget for your campaign.

If Lisa wanted to reach people who speak different languages or live in different geographic areas, she could create campaigns in different languages, and target the appropriate language and geographic region in her campaign settings. 

You can find step-by-step instructions for creating new campaigns here. In the next part of this series, we’ll examine how to use ad groups to your advantage. Stay tuned!

Posted by the AdWords Help Center team