When it comes to digital marketing, there are multiple platforms and resources for businesses to use. Developing an intentional marketing strategy is essential for ensuring the most effective campaigns on every platform you use. Having and structuring Your Google Ads account in the right way should be an essential part of your marketing strategy!

Google Ads is one of the most popular platforms for digital marketing. However, it can be difficult to get started using the tool successfully. Learning how Google Ads works and developing an effective structure can help you gain visitors to your website and increase your customers.

You can split your Google Ads account into three easy sections. Understanding these sections and building a seamless structure can help you get your campaigns up and running, quickly bringing you the results you are looking for.

Here’s what you need to know about structuring your Google Ads account, and a breakdown of each section of the structure:


An effective marketing strategy is all about relevant, intentional campaigns. Your campaigns will be the foundation when structuring your Google Ads account. When you first get started developing your campaigns, you’ll want to determine what your advertising goals are. By understanding your goals, you’ll be prepared to choose the right type of campaign.

You can choose from search campaigns, display campaigns, or even shopping campaigns. Depending on the type of campaign you are creating, you will choose specific settings that will help you effectively target your campaign.

Narrow down your audience to warm leads by choosing specific settings such as language, location, budget, and bid strategy. With these settings in place, you will be able to build campaigns that bring you the results you need.

Ad Groups

Ad groups are part of a campaign. They are the bread and butter of Google Ads because they are the component that really works to target the right audience. Ad groups work by matching keywords in order to have them appear to the right group of people. They are a way to let Google know which ads you want to show up when certain terms are searched.

You will want to create new ad groups anytime you have a topic still under the umbrella of the campaign. Each campaign should have at least three ad groups with around 20 keywords per group. For every ad group you create, you will want to have a link back to a relevant webpage. When searchers look up the keywords in your ad group and then engage with your ad, they will be taken to the page on your website.

Ad groups make up the structure of each campaign. They are organised by theme and work to control keyword associations. Ad groups are an integral part of your campaign and your Google Ads account.


With 2-3 ads per ad group, you should be able to have a good number of adverts published at a time. Make sure they are relevant and informative in order to draw the attention of people when they search up your keywords.

Each ad should be developed with a set goal and have a clear call to action that leads to that goal. They will be intentionally narrowed down through targeting and settings in order to reach the largest amount of qualified leads. You can even set your ads up to run on a certain schedule to prevent them from popping up when they are least likely to be seen.

Create each advert with care, making sure they are appealing and relevant. Ensure that each one leads to the right page on your website.

Tidying Up The Account

Google Ads can be pretty confusing for those who don’t understand the basic structure. Even if you’re able to get your ads published, it will be challenging to maintain them while creating more if your structure isn’t accurate.

By tidying up your Google Ads account, you are helping yourself get more organised and to develop an effective strategy. Structuring your Google Ads account in the correct way will help you as you plan and execute your ads.

As well as allowing you to plan and execute ads more efficiently, you will also be able to analyse your data much more effortlessly. With the correct structure, you will be able to view the exact campaigns which are or aren’t performing. From there, you can further diagnose the situation by delving deeper into the structure of your account.

Don’t jump blindly into structuring your Google Ads. Take the time to understand the structure and strategise your account. If you want to have a chat to ensure your account is set up and running properly or just have any questions. Get in contact with us, and we’ll see how we can help.

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