Google Ads campaign structure: the key to successful ads
Magali Kajingu Enciso

Google Ads campaign structure: the key to successful ads

Why is campaign structure so important in Google Ads? The question may sound basic, but it won’t hurt to stop a minute to think about it and answer it…

As a SEM Manager, campaign structure is probably one of your main concerns and if it’s not, it should be! Eyes tend to be focused on the launch of the campaign itself but it’s essential to slow down a bit and take a look at the big picture here. There is no efficient ad without an accurate Google Ads campaign structure. Yes, you read right. Efficient campaign management hinges on an organized Google Ads account. As a matter of fact, looking at how to structure your Google Ads campaign will impact many aspects of the final results you get from it.

So... You’re getting the sense of how crucial campaign structure is. Or not? Don’t worry, we’re explaining it in detail right below. Keep reading!

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Google Ads campaign structure: what are we even talking about?

As we said in the first installment of this series, account structure refers to the way you organize your Google Ads account. This organization takes place in the context of the three-layers design followed by Google (account, campaign, ad group), taking into account how these and other segmentation types (audience, demographics, etc.) are arranged.

How to structure a Google Ads campaign

A structure is actually nothing else than having an account, with an established set of campaigns organized such as to reach a determined goal defined in your digital strategy. That’s why your overall digital strategy is actually a key element to understanding the importance and role of a good Google Ads campaign structure.  As a matter of fact, your account structure should be a lever to reach better performance and achieve your objectives.

“How to structure a Google Ads account?” is a question that you should ask yourself frequently, as it is an ongoing process that needs tracking, monitoring and adjusting, just as much as your other marketing activities. As you work on perfecting your digital strategy, your account structure should adapt accordingly to ensure it matches your ads needs and goals. Not taking your account structure into account or not revising it periodically will prevent your campaigns from reaching their full potential. 

Google Ads campaign structure

Building a Google Ads campaign structure supporting your goals

First of all, it is important to remember that for your online advertising strategy to be successful, your organic positioning needs to be quite on point too. SEO and online advertising are not enemies! Google Search Engine Optimization is actually a significant precedent for your ad campaigns to deliver results.

Why is this an important reminder when looking into how to structure a Google Ads campaign? Because your campaign structure is actually going to reflect your website organization. If you're looking for the optimal way to shape your account structure, well… look no more! It is right under your very nose.

Google Ads account structure

As we said earlier, your Google Ads campaign structure needs to be organized in a way that is going to enhance your performance and help you get the most out of your ads according to your objectives. We’re exposing the main reasons why below.

A well-defined account structure is fundamental to:

Google Ads campaign structure benefit 1Establish and maintain traceability between your keywords and the associated ads and landing pages so as to easily evaluate their effectiveness and relevance. 

Google Ads campaign structure benefit 2Define the accurate segmentation and optimization actions to undertake once your campaigns are running.

Google Ads campaign structure benefit 3Run your ads in an optimal way while remaining in the scope of your budget.

Google Ads campaign structure benefit 4Streamline the monitoring and analyzing process, so as to quickly identify what is working or not, and where to implement improvements.


So… It’s more clear now why if you want your online campaigns to be successful, your Google Ads account structure should be at the core of your concerns. As you can see, it’s not only a matter of organization and neatness! It is actually one of the many levers you can use to push your ads to their maximal potential and enhance their performance. But what structure should you implement then to reach your objectives? What are the different structure types available? What is the best Adwords account structure existing? If you want to know the answer to these questions, stay tuned! We’ll be answering them in our next chapter of this series specially dedicated to Hagakure method

