A well-structured Google Ads account is key to maximising campaign performance. 

The correct structure will allow advertisers to leverage Google’s AI and machine learning, which is essential for achieving the highest levels of performance these days. 

This guide outlines the optimal structure for search campaigns, according to best practices. This structure is recommended by both Google and also industry experts.

We’ve created a diagram to help visualise the structure, the different campaigns utilised, and how they integrate. 

It’s All About Consolidation

Gone are the days of granularity. Over a decade ago, all Google Ads accounts needed to be optimised manually. Bids for each and every keyword had to be set individually. But with the development of AI and machine learning, this level of granularity has become increasingly redundant. 

To leverage Google’s AI, the goal is now consolidation. This means having as few campaigns, ad groups and keywords as possible. 

Google’s AI learns at the campaign level, and it loves high volumes of data. The more data the better. And so the more data that is consolidated within each campaign, ad group, and keyword, the more effective the AI becomes. 

Broad Match Is the Way Forward (And A Little Exact Match)

To fully leverage Google’s AI, Broad Match is essential. Full access to Google’s signals (such as search history, and browsing behaviour) are only available using Broad Match. 

Exact Match, should be used sparingly, for high volume long-tail keywords (3-4 words in length), that have a very specific search intent. 

Phrase Match is largely redundant, since it doesn’t take advantage of Google’s signals, and so can be omitted from the structure. 

Only high volume keywords should be added within a campaign’s targeting. Low volume terms will be picked up by Broad Match keywords.

Search Campaigns

As this is the optimal structure for a Search account, the main campaign type used will be Search campaigns. 

The absolute optimal structure will include two campaigns, a Brand campaign and a Non-Brand Search campaign.

It is essential to split brand targeting into its own campaign, as these terms will be optimised differently than general product / service specific keywords. 

Not all advertisers will wish to target their own brand name, as they may believe this cannibalises their organic traffic, and so this campaign can be omitted if they wish. 

For non-brand keywords, these should be organised into a single campaign if possible. Again, this is to maximise the effectiveness of Google’s AI by consolidating as much data under one campaign’s roof. 

However, if an advertiser is promoting multiple products and services which are very different from one another, then in this case it would make sense to split these into different campaigns. 

YouTube and Display Campaigns

YouTube and Display complement search by building brand awareness and fill the top of the funnel by targeting potential customers who are at an earlier stage of the buying journey. 

These campaigns can both target the same types of audiences:

• Remarketing Audiences: Re-engage past website visitors
• Custom Audiences: Reach users searching for relevant terms
• In-Market Audiences: Target users who are in the market to make a purchase
• Affinity Audiences: Target users based on their interests

Performance Max Campaigns

A big question raised around Performance Max (P-Max) is whether or not it will compete in the auction with existing search campaigns and push up the average cost-per-click? And the answer is no. The ads from search and P-Max will not run concurrently within the auction. 

Google will select the most relevant and/or highest performing asset to run in each and every auction.

Performance Max is designed to compliment other campaign types, and acts as a supplemental campaign, filling gaps not covered by search, YouTube, or display. 

It leverages Google’s AI to determine the best ad placements and creatives, enhancing your reach without competing with existing campaigns. This campaign type is ideal for accounts that are looking to scale, and have the budget to do it.

Need Help With Your Google Ads Account?

Need assistance in implementing this structure within your own account? Then feel free to get in contact with us and we’ll have one of our specialists get in contact with you.