Google Ads is the #1 platform for customer acquisition and increasing your business's online visibility in 2024. However, to fully leverage its potential, we must understand how to properly structure our campaigns. In this blog, we will explore how we at Spectre structure our Google Ads Search campaigns to achieve the best results.
Understanding Google Ads Hierarchy
Understanding Google Ads Hierarchy
First, we need to understand the hierarchy in the Google Ads search network. The broadest level is the campaign, which consists of ad groups, and these contain individual ads.
We follow a simple rule:
1 service = 1 campaign.
For example, if we offer heat pumps and solar power systems, we will create two separate campaigns - one for each service.
First Level: Campaign
When we create a new campaign, we consider the following steps:
- Location Selection: We define the geographic area where we want our ads to be displayed.
- Display Schedule: We set the days of the week and times when we want our ads to appear.
- Budget: We set the budget according to the business's needs.
- Bidding Method: For most businesses, we recommend using the "maximize clicks" option and adjusting the maximum CPC (Cost-Per-Click).
Second Level: Ad Groups
At the ad group level, we select keywords. We advise you to choose no more than five keywords per ad group. Why? Simply put, more relevant ads.
Example: If someone types "solar panels price" into Google, it is best to have the ad's title and description related to the price of solar panels, rather than a general ad like "Construction of solar power" This ensures that we provide the user with a relevant ad based on their query, thus increasing the likelihood that they will click on our website.
Quality Score of Keywords
The most important factor in the success of an ad. The score depends on:
- CTR (Click-Through Rate – how many people click the ad: how many people see it)
- User Experience on the landing page
- Relevance of the ad
The higher the quality score (between 1-10/10), the more Google rewards you with a lower cost per click and a higher ad position.
Monitoring Performance
Regularly monitor which ad groups are actually generating leads and adjust the budget accordingly.
Third Level: Ads
For each ad group, we create at least 2-3 ads. We A/B test these ads weekly based on CTR and the number of conversions. When testing, provide enough information to the algorithm; we recommend at least 100 clicks on an ad before making changes.
Conclusion
Structuring Google Ads campaigns is essential for successful advertising. With the right hierarchy, keyword selection, and regular ad testing, you can achieve exceptional results.
If you have any additional questions or need assistance with your Google Ads campaigns, book a free call.
