How to structure your Google Ads campaigns

Written by

Marc Salvador

SEM · 17 / 10 / 2019

With the multitude of tools and digital platforms that we have today, the first thing we need is to define a digital marketing strategy. In addition, when we talk about Google Ads, one of the most important issues to consider is the correct structuring of campaigns.

At Digital Menta we work on the restructuring of Google Ads campaigns with, for example, clients who have just arrived at the agency. We evaluate the architecture that is being followed so far and we propose a new one, according to the needs and optimisation requirements that Google Ads campaigns, formerly Google Adwords, require.

That is why we found it a great idea to collect some tips and recommendations that work, focused on search campaigns, and that we show you with figures.

It should be noted that there is no single methodology and that there may be two different and totally valid methodologies. What is here is to study the project and based on that choose the most appropriate solution.

How to structure your Google Ads campaigns

The architecture of the website as a reference

The basic structuring that Google usually recommends is one that reflects the architecture of the website in campaigns and ad groups. Thus, in the case of an ecommerce such as Zalando, the campaign can be GENDER + PRODUCT CATEGORY, type “Zalando_Woman_Dresses”, and within this the groups with the different types available: Casual dresses, cocktail dresses, dresses, etc …


Other type of campaign that we should generate would be GENDER + PRODUCT CATEGORY + BRAND, as the user may look for something of the type “informal dress armani exchange” or “kiomi woman boots”.

In short, this could be an example of how the structure of the website itself can help us determine which campaign structure is most optimal.

Adgroups creation

Once we have defined the structure of Google Ads campaigns to follow, we will provide you with a tip that seems quite interesting and that could be interesting to apply to your campaigns, let’s look at it with an example:
If we cover a theme such as Eco cosmetics, and we come up with different synonyms, such as “natural cosmetics,” it seems like a good idea to create a specific group for those searches. Likewise, if we come up with some interesting “additions” to the general term, such as “deliver home” or “online”, we also combine it, giving rise to the following structures:

Grupos en Google Ads Editor

As a result, before a search as «eco-cosmetic order», the relevance of our advertisements will always be greater than that of other competitors who are bidding exclusively for «eco cosmetics», or even «cosmetics». Of course, the Ad Rank is determined in part by the bid, but at least we will do everything in our power because the quality level is as high as possible.

Creation of keywords

On the other hand, if we return to the example of Zalando, we would create all the relevant keywords for each group, with their possible variations. We like to work primarily with broadly modified and exact matches.

It should be remembered that the wide modified, as well as the exact one, already contemplate some variations such as plural, spelling errors or even synonyms, so that if we add «+ casual + dress» and «+ informal + dresses» we are being redundant. And also, with the new and slight variations that today admits the exact agreement, it would not be necessary to develop all the possible combinations. For this case, having [casual dress] is enough.


If you still worry about not covering all the exact match combinations, we show you this example. In a client’s campaign, we have the keyword [ecological cosmetics]. Well, through this term has entered a search as “bio cosmetics”, as a slight variation of the exact said. Two other examples of terms that have entered through the same keyword: “cosmetca ecologica” or “cos etica ecologica” (spelling errors, as we mentioned).

That is to say, that the slight variation in the exact agreement has important advantages (it is impossible to predict those possible searches with spelling errors that the user will do), but it also shows the care that PPC managers must have now and the great work of negativization that we have ahead, because now we can enter searches (as in the case of “bio-cosmetics”), which may not end up adjusting to the product.

Preparing the ads

On the other hand, we would make at least three ad variations, and at least one of them adaptable, widely related to the keyword term and the landing page of destination.

We mean, if we consider again the example of the eco cosmetics advertiser, an adgroup like the one of Natural Cosmetics at home could have an ad for the style of:


We emphasise again the relevance between the advertisement and the landing to which we are heading. It is useless to have an ad perfectly focused on natural cosmetics if we are not working on that website and the products are not related to it.

Another tip, although already widespread, is to always incorporate a CTA or call to action in the ad, inviting the user to action.

Add audiences to your campaigns

We always recommend adding audiences in observation mode to different campaigns. It does not matter that they are typical of buyers, visitors of the cart, visitors of the website, who have stayed more than X minutes on the web, or of similar ones.

Based on all the information we collect with these audiences, we make interesting bid adjustments. We can do it from Adwords Editor or online, in the Audiences section (online) or in Keywords and segmentation / Audiences, if you do it from the desktop version.

Basic optimisation tips after creation

Once the new campaign structure is launched, it is necessary to carry out a series of basic optimisations to develop their full potential. Here are some small guidelines that can help you with this task. For some it will be necessary to wait some time until enough data is collected to be able to carry out the decision-making process.

Negativization of terms

There is a very important factor that can alter the profitability of a keyword, the search terms. In the initial phases it is normal for there to be a large volume of keywords in broad modified agreement, with the aim of getting more traffic to the account. But this can also attract non-relevant search terms that modify the productivity of this keyword.

Therefore, as the project settles down, it is important both to negativize these terms and to support the account in exact keywords. The reason is simple: they offer much more control and, in addition, they will always be more relevant for a search.

For example, we have a client who worked on lead acquisition in a niche that is the subject of many studies. To a large extent, the searches that came in for modified keywords contained “what is …”, so we added a negative phrase in campaigns susceptible to these searches. Since, as we can see, the aggregate expenditure for “what is …” in some cases exceeded € 90 and had not achieved a single lead.


Add relevant terms

On the other hand, through the terms in broadly modified enter certain searches that are interesting and, as we mentioned before, it is convenient to add them with exact concordance.

We recommend accessing the search terms report from Google Ads and assess adding those that are worthwhile. You can find this report in the Keywords section. As an update, now in the new version of Adwords Editor you can also access this report, if you find yourself in Keywords click on Get statistics / See report on Search Terms:

Informe de términos de búsqueda en Google Ads

Bid adjustments

It is necessary to have some route to make bid adjustments, subject essential for those who decide to use a bid strategy with manual CPC. Therefore, we must be attentive to the first days after the launch of the campaigns to detect if we are acquiring the right impression share. Since we must modify the bids depending on the percentage in absolute positions that we want to have.

When we have correctly adjusted the CPC to place ourselves in the position with the highest number of conversions at the lowest possible cost. There are also other bidding strategies at the campaign level such as maximising clicks, improved CPC or Target impression share, among others, which according to the predetermined strategy we could test some of them.

In our experience in Digital Menta, we recommend manual CPC to enjoy a greater degree of control. However, we invite you to try it yourself and draw your own conclusions about whether or not the other campaign settings are effective at campaign level.

Also it is essential to have sufficient data volume provided and implement bid adjustments at the device, demographic or location level, whenever necessary.

Limited budget

We may not initially have correctly defined the budget we allocate to each of our campaigns, and that they consume more than we had planned, appearing the campaign as “Limited by budget”. In a way, it is discouraged, since when a campaign is limited by budget we are not controlling exactly what searches we appear on.

If we have a campaign with ad groups of different performance (something that would not be suitable either), those with the worst performance may end up consuming most of the budget. Thus, they would be reducing the performance of those that work best. The solution to this is to properly regulate bids.

Summary in figures of the improvements in the structure of Google Ads campaigns

The objective of this post was to illustrate a process of structuring our search campaigns in Google Ads. Now, to expose the advantages of a good structured campaigns, we will show with a real example the change of a campaign structure quite inefficient or little optimised to one that gathers the different topics discussed.

We will start with the results that were being obtained with its original structure:


If we highlight the most relevant metrics are the following:

  • Conversions: 35
  • CPA: € 201.51
  • Average CPC: € 2.62
  • CTR: 5.85%
  • Conversion rate: 1.30%

And we compare it with the results obtained in the same period after a subsequent restructuring and optimisation:


Highlighting the most relevant metrics after the restructuring:

  • Conversions: 36
  • CPA: € 137.5
  • Average CPC: € 1.98
  • CTR: 5.02%
  • Conversion rate: 1.44%

As a result, we managed to maintain the volume of conversions, reduce the CPA by 32% and managed to reduce the average CPC by 25%.

The traffic we obtained, since the landing did not get modifications, was slightly more qualified, so the conversion rate has been improved. After analysing different results derived from the restructuring, we proceeded to optimize the ads, to keep those of better performance and increase the CTR. In addition, we continue with a constant evaluation of bids and relevance and performance of search terms.

Did you find it interesting? Do you need help managing and structuring your Google Ads campaigns? What are you waiting for to grow your business? Contact us now without obligation!


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