Anatomy of A Well Structured Google Ads Account

There is an anatomy of a well structured Google Ads account and it’s important to focus on real business goals to help you grow an account. While some of the campaign types may sound more exciting than others, there are tried and true ad placements that accounts must deploy before others to maintain profitability, and then the account can grow out from there. 

Primary Campaign Types:

Non branded search campaign(s) TOFU

These types of campaigns target your asset classes. They are more generic keywords that users search when they are shopping, learning which brands offer the solution to their problem. These cost more, are less profitable, however are one of the biggest parts of an account. You need these to gain new customers. 

Branded search campaign(s) BOFU

These types of campaigns contain your brand name keywords. They don’t cost much. Some businesses don’t like them. They allow you to dominate the search results page (SERP)  for your brand name. These can be offer campaigns and review campaigns. An account definitely needs to bid on this type of keyword if other businesses are bidding on your brand keywords. 

Remarketing search campaigns

These types of campaigns target users who have already been to the site, users who left something in their cart, bounced in the checkout process, viewed a product page but didn’t convert. These usually have high profitability.. 

Shopping campaign(s)

These types of campaigns show product images and details when users type keywords that are relevant for the businesses products.  These are essential for e-commerce brands. Users want to see the product, this ad type gives them that. These campaigns are usually very profitable. 

Remarketing display campaigns

These campaigns target past site users with the same as the audiences in the search remarketing campaign above, however they are image and video based and show on Google's display network. These are usually profitable as well. 

Extensions throughout

To make your ads as robust as possible use every extension type possible. Extensions range from call extensions, which add a business phone number for users to click to call the business, to price extensions, which show pricing of the most popular products you choose to display. There are many extensions available in the platform to make your ads as robust as possible, and you should take advantage of all of them. 

Secondary Campaign Types:

Non branded display

This top of funnel campaign is image and/or video based and serves ads to users across the display network to users who fit into audiences you have designed. You can build audiences based on the type of search queries they have completed, interests, or keywords. This ad format is usually less profitable, however helps out the entire funnel of the business and ad account. Think of this type of campaign as an internet billboard- get your name out there so people remember it when they are presented with a problem your business has the solution to. 

Discovery campaigns

This type of campaign is similar to the display campaign above, with a couple different ad placements- Google’s feeds. The discover feed, the Watch Next feeds, YouTube, and Gmail. This type of campaign may be less profitable, however, with some accounts we have managed, they perform very well at the top of the funnel. Launch this type of campaign when the rest of the account has good hygiene. 

Video campaigns

This type of campaign is largely top of funnel and should be deployed when the rest of the account has good hygiene. These video campaigns originate from videos posted to your business’s YouTube channel, whether public or unlisted. Skippable in-stream, non-skippable in-stream, and bumper ads are the most popular ad formats. The video a user sees should be compelling, quick to the point, and short- anywhere from 15-30 seconds. 

A lot of work goes into building and maintaining a healthy Google Ads account, and all of these campaign types play a role in scaling a marketing footprint for the business. Each of these campaigns should be deployed at different steps along the way. If this seems like a lot, it’s because it is. Let us help you, fill out that form below and we’re happy to chat about how we can help.