2.

STRUCTURE
ORGANIZED STRUCTURE

 Not to get lost in your account

 Give you isolated figures that are important to compare
 To have different targeting’s and some parameters are defined in different levels of the account
 To have keywords in line with texts and in line with the destination page

=> When you make changes to your account, make sure you keep an organized structure
3 LAYERS
 Your account is associated with a unique
email address, password, and billing
information.

 Your campaigns have their own budget

and settings that determine where your
ads appear.

 Your ad groups contain a set of similar

ads and keywords and should be
organized by theme
EXAMPLE
 CAMPAIGNS

 If client wants to cover all site

 1 campaign with the brand only if
relevant
 If bad seo Account Account
 If want to have an other text

Campaigns Main Product Product Product

 1 campaign with the main business if
Brand
business 1 2 3
not mentioned in the products
 Other campaigns with the products

 To start : Follow the structure of the

site
 You can give the names in the structure
that you want
Compte Ets. Latinnne

Pergola Espaces de
Brand Porte de garage Portes d’entreée Protection solaire Automatisations Chassis Moustiquaires volets
Campaigns bioclimatique rangement

Vertical translation to work in excel Campaign

brand
pergola bioclimatique
portes de garage
portes d'entrée
protection solaire
automatisations
chassis
espaces de rangement
moustiquaures
volets
WHAT’S THE BEST GOOGLE ADS CAMPAIGN STRUCTURE?

This is all going to depend on your business size, type, model, and more. There isn’t a one-
size-fits-all formula, but here are some options:

 Based on your website structure. Take a look at how you group your offerings on your
website. What do you have unique pages for? Which pages are most popular or highest
value? If your website is well-structured, you might want to adopt the same system for
your ad account.
 By product/service. This might be the same as your website structure if it’s organized well.
For example, if you’re a gym, you might have a Search campaign for your spinning classes, a
Display campaign for your overall gym, and a Shopping campaign for your fitness gear.
 By location. If you have a multi-location business, it might make sense to run campaigns by
location. Back to the gym example, you might have one search campaign for your gym in
Town A and another search campaign for your gym in Town B.
CAMPAIGN LEVEL

 For your campaign split

 3 parts
 1 campaign with the brand (only if relevant)
 1 campaign with the main business (if not mentioned in the products)
 Other campaigns with the products
 Follow the structure of the site
 Depending on the parameter on the campaign level
 Only one network at a time
 Separate languages
 Separate location
 Separate budget

 Give an explicit name like Search fr or Search BXL

YOUR PME

 Only fr or different languages?

 What geographical zone?

 Different budget per product?

 What campaigns?
ADGROUPS

 Adgroup : keywords, texts and a destination URL

 Follow the structure of your website

 Each ad group should be around one specific theme because all the keywords in it will have the same text
Compte Ets. Latinnne

Porte de
Campagne Brand
garage
Pergola

Portes de Porte de Porte de

Porte de Pergola
Pure Combi garage garage garage Pergola
garage bioclimatique
Adgroups sectionnelles basculante enroulable

Campaign Adgroup
Brand Brand pure In excel, always use the same writing
Brand brand combi
Portes de garage porte de garage for your campaigns and adgroups or
Portes de garage portes de garage sectionnelles it will create different
Portes de garage portes de garage basculantes
Portes de garage portes de garage enroulables campaigns/adgroups during the
pergola pergola upload
pergola pergola bioclimatique
Account Ets. Latinnne

Campaign Brand Porte de garage Pergola

Adgroups Pure Combi Porte de garage

Porte de garage
basculante
Pergola Pergola bioclimatique

Porte de garage
Pergola bioclimatique,
Keywords Ets latinne, entreprise
latinne
Porte garage latinne,
pergola latinne
Porte de garage, prix
porte de garage
basculante, porte de
garage basculante
Pergola, pergola
aluminium
pergola bioclimatique
aluminium
personnalisée

Texts
RSA RSA RSA RSA RSA RSA
Campaign Adgroup Keywords
Brand Brand pure ets latinne
Brand Brand pure entreprise latinne
Brand brand combi porte garage latinne
Brand brand combi pergola latinne
Portes de garage porte de garage porte de garage
Portes de garage porte de garage prix porte de garage
Portes de garage portes de garage basculantes porte de garage basculante
Portes de garage portes de garage basculantes porte de garage basculante personnalisée
pergola pergola pergola
pergola pergola pergola aluminium
pergola pergola bioclimatique pergola climatique
pergola pergola bioclimatique pergola climatique aluminium
MORE ADGROUPS TO ADD?

 Ets Latinne doesn’t have in the site ‘pergola’ but only ‘pergola ‘climatique’
 should add the adgroup pergola?

▪ Use the keyword generator to check if ‘pergola climatique’ is not too narrow (number of searches and cpc)
▪ If yes, this could be interesting to ad ‘pergola’ but check if it not too broad in the keyword generator
▪ If not, still check ‘pergola’ in the keyword generator because if could be interesting too
 If it is relevant to add, you have to choose if the keywords related to pergola go to the adgroup pergola climatique
or if you make a new adgroup just for pergola
STEPS FOR THE ADGROUPS

 Follow the structure of your website and create an adgroup per product or type of product that your
client wants to advertise on

 Add adgroups in function of

 Interesting statistics to measure separately
 More specific themes that could have a different text
 Biggest sale or most expensive that could have a different text
 Keywords in a different search process
 Generic keywords of your business & type important keywords in the keyword generator to know what is searched
 Should add more generic keywords in line with the products?
 Should add other keywords that people search for and are not on the site? Surfer’s basket and not you as the owner
of the site
 Your structure is evolving over time
ADD MORE ADGROUPS FOR DIFFERENT STATISTICS
ADD MORE ADGROUPS TO ATTRACH
ADD MORE ADGROUPS FOR DIFFERENT TEXTS
Briefing : focus on ecran interactifs, visioconférence, conférence sans fil and 1 product for schools
 RCO EXAMPLE

 Briefing : focus on ecran interactifs, visioconférence,

conférence sans fil and 1 product for schools

 Questions
 Affichage professionnels : not what people search for
 Ecrans interactifs for professionnals and for education =>
choose one
 Visioconference ok
Campaign Adgroup
 Presentation sans fil ok Brand Entreprise
 Sonoriation and reservation de salles not ok because not in Brand Entreprise combi
Produits entreprises Écrans interactifs
briefing
Produits entreprises Écrans interactifs références
 Test : references added, worth it? Produits entreprises Visioconférence
Produits entreprises Conférences Sans fil
 Barco added because very much used Produits entreprises Barco
Produits éducation Entré de gamme
EXERCICES
OBJECTIVE : TO BE ABLE TO CREATE INDIVIDUALLY A STRUCTURE FOR ANY COMPANY
 Client’s briefing
 focus conseils fiscaux, expertise
comptable (not formation et
partners) and transmission
d’entreprise
SOLUTION PARTNERS GROUPS

Campaign Adgroup  Brand campaigns because a name that is

Brand Brand not special
Brand Brand combi
 1 campaign with the main business
Generic Conseils fiscaux
Conseils fiscaux Cadres et dirigeants  Adgroups of products requested by the
Conseils fiscaux Diagnostic fiscal client
Conseils fiscaux Fiscalité
 For transmission d’entreprise, same name
Conseils fiscaux Fiscalité internationale for campaign and adgroup because no
Conseils fiscaux Omnium fiscal more details
Exert comptable Comptabilité digitale
Exert comptable Constitution de société
Exert comptable Mission légale et assistance de base
Transmission d'entreprise Transmission d'entreprise
 La marque belge de sportswear écoresponsable & technique. Des vêtements de sport de
qualité fabriqués à partir de matières recyclées
 Client’s briefing : All products

 + short
 + legging
SOLUTION MOOV360

Campaign Adgroup
Generic Habits éthiques  No brand campaign because already in good
Generic Habits sport position
Sports Fitness  Main business : eco company and sports
Sports Running  Generic sport keywords but split per sport
Habits T-shirt manches longues
 Adgroups of products like on the site
Habits T-shirt manches courtes
 No adgroup simply with « habits » because the
Habits Tops adgroups are not covering all those products (the
Habits Brassières site is not selling skirts for example)
Habits Accessoires
Habits Shorts
Habits Leggings
 On habits sport compared to the type d’habits : more impressions, more clicks, higher CTR, similar CPC, more
conversions and similar CPA
=> Important to have larger keywords but that are not eating all your budget
 Distributeur en boissons pour particuliers et professionnels
 Client’s briefing : No softs
SOLUTION BIGBAG DELIVERY
Campaign Adgroup
Generic Livraison boissons
Generic livraisons particuliers
Generic livraisons entreprises
Alcools Alcools
Alcools Whiskies
 No brand campaign because already in good position
Alcools Calvados
Alcools Porto
 Adgroups for the main business : delivery and split per target
Alcools Rhum
Alcools Tequila  For each typf of product, first an agrdoup with the type of
Alcools Cognac
Alcools Vodka product (only if relevant and covering all the types of products
Alcools Gin from the adgroups)
Alcools Liqueurs
Vins Vins  Most important alcools
Vins Bulles
Vins Blancs  For wines, follow the site
Vins Rouges
Vins Formats spéciaux
Vins Rosés
Bières Bières
Bières Cannette
Bières Bouteille
RECAP
EXAMPLE
EVALUATED EXERCICE
SUMMARY OF THE THEORY
Campaign Adgroups
 Start with the structure of your site with the products your
 1 campaign with the brand only if relevant client wants to advertise on
 If bad seo  What to add?
 If want to have an other text  Interesting statistics to measure separately
 1 campaign with the main business (if not mentioned in the  More specific themes that could have a different text
products)  Biggest sale or most expensive that could have a different
 Other campaigns with the products text
 References if searched
 Keywords in a different search process
 To start : Follow the structure of the site
 Generic keywords of your business & type important
keywords in the keyword generator to know what is
searched
 Depending on the parameter on the campaign level
 Should add more generic keywords in line with the
 Only one network at a time products?
 Separate languages  Should add other keywords that people search for and are
not on the site? Surfer’s basket and not you as the owner
 Separate location of the site
 Separate budget
EVALUATED EXERCICE - GUIDELINES

 Ecrivez la structure idéale dans les cases en faisant glisser les mots

 Un mot peut être utilisé plusieurs fois (comme par exemple le nom d’une campagne qui aurait plusieurs adgroups)
 Certains mots sont en trop
 Ajoutez les campagnes et adgroups dans l’ordre dans lequel ils sont sur le site
 Vous devez remplir toutes les cases
 Hypothèse : la marque est mal référencée en SEO

 Pour rappel, la théorie est de suivre le briefing, regarder la marque, le main business et regarder la structure du site
FOR NEXT WEEK
PME

 Meeting with the SMO to fill the the pre-report to post on moodle
 Structure exercice
STRUCTURE EXERCICE

 In excel
 Start with the structure of your site with the products your client wants to advertise on
 What to add?
 Interesting statistics to measure separately
 More specific themes that could have a different text
 Biggest sale that could have a different text
 Keywords in a different search process
 Generic keywords of your business & type important keywords in the keyword generator to know what
is searched
 Should add more generic keywords in line with the products?
 Should add other keywords that people search for and are not on the site? Surfer’s basket and not you
as the owner of the site