5 Secrets for Excellent Google’s AdWords Account Structure

AdWords Account Structure

Everyone tells you that building up a Google AdWords account is hard. But is it really the truth?

While AdWords may not have the best and the most user-friendly interface, you can still learn the ins and outs of the platform. What you need is a beginner’s step-by-step walkthrough that will take you from start to finish.

Go ahead and create that account. We’ll teach you how to construct a great paid search account structure.

What’s The Perfect Account Structure?

Account structure is everything when it comes to Google AdWords. In a nutshell, you will have ultimate power over your ads as long as you do it right. Choosing when, where and how your Google AdWords appear is a key ingredient to great success!

Investing time and effort in creating a good account structure and you’ll soon see the profits and the hard work pay off.

There’s no single recipe when creating that account structure, but there are a few sound methods you can use.

  1. Construct With The Structure Of Your Website In Mind. Are there some products or services that are more valuable than others? Is your website divided into different product categories, or are they all on one page?
  2. Construct With Your Services and Products In Mind. How do you intend to divide your precious resources between marketing campaigns? This is the best time to think about your products and setting the right price for your best-sellers.
  3. Construct With The Location In Mind. Is location targeting what you really need? Are you looking to sell a local course that’s confined within the limits of a particular city?

Critical Components of AdWords Account Structure

  • Keyword and Negative Keywords
  • Ad Campaigns
  • Ad Groups and Text Ads
  • Landing Pages

The Step By Step Guide

Step 1. Conduct Your Keyword Research

You may already have an account structure, complete with themes, ad group topics, and campaigns in mind. The next logical step is to think about the keywords.

Keywords are important because they trigger your ads. The good thing here is that you can do the research on which keywords are being used and which ones aren’t. Moreover, you can avoid highly competitive keywords and low-quality ones to ensure you’re getting the most out of your investments.

Do take some time to think about negative keywords as they won’t contribute to the overall success of your account.

Step 2. Create Your Campaign

You will have a campaign with a few ad groups contained within. These groups have specific keyword triggers and text ads that will direct the user to your landing page.

Make sure that you have the appropriate language and location for all of your ad campaigns! It’s also better to bid manually as compared to automatically so you’ll have greater control over your budget.

Step 3. Create Your Ad Groups + Text

Google doesn’t have a hard limit on the number of ad groups under a campaign umbrella, but we’d recommend staying within budget. At best, your keywords should be anywhere from 10 to 20.

Follow the AdWords guidelines when constructing your Ad text to get them approved much faster. As you may have learned, disapproved ads negatively impact performance and cause a significant campaign delay.

Step 4. Directing Your Visitors To The Right Landing Page

Landing pages are the destination where users are lead to. It’s a page in your website that has a CTA or an offering.

Optimizing your landing page cannot be stressed enough if you want to win in a PPC campaign. Make sure that the user gets directed to the relevant landing page when he or she clicks on the ads or they will lose interest, and you’ll lose a potential sale.

Step 5. Add Your Well-Researched Keyword List

Last but not the least, categorize the KWs under the campaign subsets. Click on Save and continue to the billing process. You’re almost done!

You’ve set up your first ad group, but you’ll need to quickly set up a few more ads. We’d recommend running 2 or 3 more ads per ad group to test for performance comparison. A/B testing will give you benefits that will enable you to get over the competition in due time.

The secret to a great paid search account structure is constant improvement. Adopt the mindset that your account is not a permanent thing but rather one that evolves over time, and you’ll have the recipe to great success!

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

PSG Grants: The Complete Guide

How do you kickstart your technology journey with limited resources? The Productivity Solution Grant (PSG) is a great place to start. The Productivity Solution Grant

Is SEO Better Or SEM Better?

I think we can all agree that Google SEO is pretty cool! A lot of people get to enjoy high rankings on Google and other

Social Media




Most viewed Articles

Other Similar Articles