The 2022 Guide to the Perfect Google Ads Account Structure

google ads account structure feature

Optimizing your Google adverts entails a number of issues: advert copy, concentrating on, scheduling, and more. But what a whole lot of newbie advertisers don’t understand is that their capability to do all of that—and to do it effectively—is impacted by how their account is structured in the first place.

And with all its layers, options, and settings, mastering (not to mention understanding) Google Ads account construction isn’t straightforward.

Until now.

Enter: the straightforward button for Google Ads account construction, which is like the straightforward button for Google Ads administration.

In this A-to-Z visible information to Google Ads account construction, I’m going to:

  • Break down a Google Ads account into its key elements.
  • Demystify the options and settings accessible at every stage.
  • Provide suggestions and greatest practices for structuring out your account.

With a strong understanding of the lingo and the lay of the land, you’ll have the opportunity to manage your account in a means that permits you to maintain your adverts related and more effectively handle your campaigns and finances.

Table of contents

Google Ads account overview

A Google Ads account is more than only one account with a bunch of adverts. So let’s begin with an enormous image overview of its key elements:

  • Account: This is the outer shell, with your online business and fee info that homes every part.
  • Campaigns: Campaigns home your advert teams. You can solely have one advert sort (Search vs Display, for instance) per marketing campaign, however you’ll be able to (and will) have a number of advert teams inside a marketing campaign, and you may (and will) have a number of campaigns per account.
  • Ad teams: These comprise your adverts and key phrases and are grouped by theme.
  • Keywords: These are the phrases that you really want to set off your adverts to present in the search engine outcomes web page (SERP).
  • Ads: This is the precise copy and inventive that seems on the SERP.
  • Landing web page: The web page viewers land on as soon as they click on your advert. You could have just one touchdown web page per advert group. Given landing page best practices—particularly, how particular it ought to be to the providing and the advert selling it—you may get a really feel for the way advert teams are organized.

google ads account structure overview

There are completely different groupings and ranges, and sure options and settings are solely accessible at sure ranges inside your account.

At first this may occasionally really feel complicated, however in the finish, it’s designed this fashion to enable you streamline issues as a lot as attainable and customise the place mandatory.

So let’s dive into every layer inside your account so you’ll be able to see what I imply.

The account stage

The shell of your Google Ads account is the first layer of PPC administration that’s usually referred to as the “account level.” This is the place huge image parts of your Google Ads get taken care of, like your billing, consumer permissions, and more.

How do I create a Google Ads account?

To create a Google Ads account, go to and have an e mail tackle helpful. It doesn’t essentially have to be a Gmail account.

What is a Google Ads Manager account? Do I would like one?

Google Ads Manager accounts (previously often known as My Client Center, or MCC) had been designed with companies in thoughts as they’ve multiple clients using PPC. This acts as an umbrella account the place you’ll be able to handle a number of accounts in a single place.

However, you don’t have to be an company to have a Manager account. You could also be an impartial guide, own multiple businesses or manufacturers, or simply have completely different wants in your PPC plan that require completely separate setups.

google ads manager account

In brief, for those who handle more than one account you’ll need to observe the prompts to create a Manager account. If you’re simply working in a single particular person account, although, a Manager account will not be wanted.

Already have an account? Find out if you’re making mistakes with our free Google Ads Grader.

Account-level settings

Here are all the settings discovered at the account stage, that means that adjustments to any of those settings will apply to each marketing campaign, advert group, and advert in your account.

  • Account title: What you’ll name your account. This may be something you need and has no impression on efficiency. However, it’s beneficial to maintain it brief, candy, and straightforward to reference later in case technical help ever wants to hop in.
  • Billing data: How you select to be charged by Google.
  • Time zone: What time zone you need your account to default to. Note: your advert scheduling will robotically be set to no matter time zone you select at the account stage.
  • Auto-tagging: A required setup for conversion tracking that can advert a GCLID (Google click on identifier) parameter to your URLs.
  • Ad solutions: Whether or not you select to have Google’s ad recommendations robotically utilized (this may be modified every time).
  • Accounts standing: Whether your account is enabled, disabled, or restricted in a roundabout way.
  • Account-level monitoring template: Additional info you need included in your URLs to attribute the supply of a person advert click on, like a UTM parameter.
  • Conversions: What actions you’ll select to observe so as to measure your PPC performance.
  • Attribution mannequin: How these actions will likely be credited. We cover attribution modeling here.
  • Message reporting: How you’ll observe messages (for those who’re utilizing message extensions).
  • Call reporting: How you’ll observe calls (for those who’re operating name extensions, location extensions, or name adverts).
  • Linked accounts: Any further merchandise you hyperlink to your Google Ads for information, like Google Analytics or Zapier.
  • Available right here but in addition at different ranges of the account: Negative keywords (the key phrases you don’t need your adverts to present for), shared budgets, account-level ad extensions, stock sort, excluded content material, excluded varieties and labels, automated guidelines, scripts.

google ads account anatomy - account level settings example menu

An instance of the account stage settings menu.

Account-level suggestions

As you poke round the account stage, listed here are three normal Google Ads tips to take into accout:

  • Switch to Expert Mode (vs Smart Mode): If you’re making a model new account, Google will robotically default you to Smart Mode. Your very first step ought to be to click on “Switch to Expert Mode” at the backside of the display screen so you’ll be able to have more guide management over how your account is ready up.

how to run google ads - switching to expert mode in this example here will give you more manual capabilities

What switching to Expert Mode seems to be like throughout a contemporary setup. However, this selection is obtainable inside established accounts as properly.

  • Perform common audits: Like with something in small enterprise advertising, you want to test in in your Google Ads efficiency frequently. When you audit your Google Ads account on a scheduled foundation, you’re ready to discover areas for optimization earlier than they flip into complications.
  • Be cautious of auto-apply suggestions: Advice from Google Ads is like recommendation from a stranger—take it with a grain of salt. Google’s auto-applied adverts and different optimization suggestions may be useful at instances the place you’re in need of concepts, however at the finish of the day, you’ll know what’s greatest to your account.

google ads account anatomy - example of the account level auto suggestion options

The marketing campaign stage

In normal, a marketing campaign can imply something, however in Google Ads, the time period “campaign” is the bucket that homes your advert teams. You’ll set your finances, concentrating on, the sort of advert you need to run, and more at the marketing campaign stage. As talked about above, you’ll be able to solely have one advert sort per marketing campaign however you’ll have a number of advert teams per marketing campaign and a number of campaigns per account.

google ads account structure - campaign level

There are 9 completely different marketing campaign varieties to concentrate on:

  • Search: textual content adverts that seem on Google Search
  • Display: image-based adverts that seem on web sites in the Google Display Network
  • Shopping: product adverts on Google Search and the Shopping tab
  • Video: video adverts on YouTube and the Display Network
  • Discovery: immersive adverts that seem on a number of Google networks
  • App: adverts to your app throughout a number of Google networks
  • Smart: totally automated adverts that Google creates and locations for you throughout networks.
  • Performance Max: adverts created from numerous property of your selection proven throughout all of Google’s eligible networks.
  • Hotel: makes use of info out of your lodge listings to create adverts for Google Search or Maps.

google ads account anatomy - example of campaign type options in google ad set up

Note: The Local marketing campaign possibility seen on this instance will be replaced by Performance Max beginning August 2022.

Another word: For this put up, our anatomy will observe that of an advertiser utilizing Search, Display, and/or Video campaigns. Some elements might fluctuate by marketing campaign sort, which will likely be famous all through. For assist with Google Shopping marketing campaign construction, try post on the Google Shopping priority bidding structure.

Which marketing campaign sort ought to I exploit?

It’s a greatest follow to run a couple of completely different marketing campaign varieties inside your Google Ads account to maximize your efficiency throughout Google’s promoting networks. Different marketing campaign varieties can assist you hit completely different PPC metrics, so it’s in your greatest curiosity to attempt a minimum of one or two when beginning out.

For instance, you might have considered trying to run a Search marketing campaign to catch of us whereas they’re looking out on Google in addition to a  Display marketing campaign for after they’re searching different websites throughout the internet. Some campaigns are industry-specific and is probably not wanted, like Shopping (for ecommerce companies), App, or Hotel campaigns.

google ads account structure - campaign examples

How many campaigns ought to I’ve?

This will all rely upon your online business measurement, enterprise mannequin, finances, and more. There’s no proper or flawed reply when it comes to what marketing campaign varieties you must have or what number of of them, however it’s a greatest follow to maintain it as manageable as attainable.

So for instance, for those who’re a small business running Google Ads and don’t have the total finances or bandwidth to realistically stretch throughout 10 or 20 campaigns, it’s higher to begin small with one or two for efficient promoting relatively than be overwhelmed.

Keep in thoughts that you just won’t all the time have all of your campaigns operating directly. You might need seasonal provides, for, instance, or campaigns that you just solely run when you’ve got the stock or finances.

What’s the greatest Google Ads marketing campaign construction?

This is all going to rely upon your online business measurement, sort, mannequin, and more. There isn’t a one-size-fits-all formulation, however listed here are some choices:

  • Based in your web site construction. Take a take a look at the way you group your choices in your web site. What do you’ve got distinctive pages for? Which pages are hottest or highest worth? If your web site is well-structured, you may want to undertake the identical system to your advert account.
  • By product/service. This is perhaps the identical as your web site construction if it’s organized properly. For instance, for those who’re a fitness center, you might need a Search marketing campaign to your spinning courses, a Display marketing campaign to your total fitness center, and a Shopping marketing campaign to your health gear.
  • By location. If you’ve got a multi-location business, it’d make sense to run campaigns by location. Back to the fitness center instance, you might need one search marketing campaign to your fitness center in Town A and one other search marketing campaign to your fitness center in Town B.

Campaign-level settings

There’s tons to mess around with at the marketing campaign stage, like:

  • Campaign title: Similar to account title, that is the way you’ll refer to your marketing campaign and has no impression on efficiency.
  • Status: Will you select to have your marketing campaign paused, enabled, or eliminated?
  • Goal: What you need your marketing campaign to obtain in relation to your conversion actions.
  • Budget: A tough define of how a lot your marketing campaign will spend per day.
  • Bid technique: How more or much less aggressive you’ll be along with your finances every time you present. See our full record of pros and cons to every bidding strategy.
  • Locations: Where in the world you select to your marketing campaign’s adverts to present, also called geotargeting.
  • Languages: This doesn’t change the language of your advert. Your marketing campaign’s language settings decide what languages you’re keen to present for.
  • Networks: In some marketing campaign varieties, like Google Search, you’ll be able to choose to present your marketing campaign solely on the Google SERP or additionally on Google’s subsidiary serps inside its Search Partner Network.
  • Start & finish dates: If you don’t need to fear about enabling or pausing your marketing campaign, begin and finish dates can generally come in useful.
  • Devices: What varieties of gadgets you’ll enable your marketing campaign’s adverts to present on, comparable to desktop, cell, and so on.
  • Frequency cap: How usually you’d like your marketing campaign’s adverts to present to the identical consumer.
  • Conversions: What conversion actions your marketing campaign will observe. Changing conversions at the campaign level is much less widespread. If you don’t contact it, the default will likely be all the conversions set at the account stage.
  • IP exclusions: Any particular IP addresses you’d relatively not present to.
  • Ad schedule: What days or instances of the week you’d like to present your adverts. Ad scheduling is usually a helpful software for companies on a finances.
  • Experiments: Any marketing campaign A/B tests.
  • Available right here and elsewhere: advert extensions, audiences, contextual concentrating on, negatives, advert rotation, marketing campaign url choices, stock sort, excluded content material, excluded varieties and labels, dynamic search advert settings, labels, automated guidelines.

google ads account anatomy - campaign settings screenshot

Campaign-level suggestions

When it comes to running Google Ads, there are a couple of marketing campaign dos and don’ts:

  • Don’t default to a Smart marketing campaign with out the different varieties first. Google makes Smart campaigns engaging for advertisers who don’t need to put in the time or effort, however placing the onerous work behind your personal custom-made campaigns may be price it.
  • Do select a mixture of marketing campaign varieties based mostly on your online business’s PPC targets. It might take a while or tweaking to discover the proper PPC marketing campaign combine that works for you.
  • Do concentrate to every marketing campaign’s settings individually. Since completely different marketing campaign varieties can obtain completely different targets, they’ll seemingly every require distinctive setups and constructions. More buildout time could also be required for some campaigns than others.
  • Don’t sweat your settings an excessive amount of. They can all the time be modified later!
  • Do step out of your consolation zone. The solely means to discover out if a marketing campaign can obtain higher outcomes is to attempt new issues.
  • Don’t do that with out dependable PPC reporting! Use the information to run checks and declare clear winners.

google ads account anatomy - wordstream google ads grader tool screenshot

An instance of an easy-to-read efficiency report from our free Google Ads Grader.

The advert group stage

Going down one tier beneath campaigns, now we have advert teams. Each advert group comprises a bunch of associated key phrases, their related adverts, and a touchdown web page.

google ads account structure - a group level

Note: For Shopping campaigns, these are often known as product teams. Smart and Performance Max campaigns don’t have advert teams.

I solely need to create one advert, why do I would like an advert group?

You’ll discover when creating an advert that you just’re prompted to create an advert group. This is a required a part of the course of, even for those who simply need one advert. But as we’ll speak about later, it’s greatest to have a minimum of two completely different variations of your advert so you’ll be able to check and see what performs greatest.

And typically, you received’t have only one advert in your Google Ads account. Here’s an instance to clarify why:

Let’s say I’m marketing my home services business and I’ve two most important provides I would like to promote: installations and repairs. Installations are of upper worth to me than repairs, so I’ll separate these into two completely different campaigns. That means, I can allocate the next finances in the direction of installations (as a result of as we simply discovered, finances is ready at the marketing campaign stage, not the advert stage).

But let’s say I’ve various kinds of installations, like home windows, gutters, and more. While I would like to maintain the identical location, community, and system concentrating on for every of those provides, my focused key phrases and advert copy for my window set up advert will likely be completely completely different than for my gutter set up advert, so I’ll need to separate these into completely different advert teams inside the identical marketing campaign. The identical goes for my repairs marketing campaign.

google ads account structure - roofing account example

The very last thing you need is for a roofing set up advert to seem for a gutter set up question (plus, with the way the Google Ads auction works, this advert wouldn’t win many auctions anyway), so that you’ll need to manage your adverts into thematic advert teams based mostly on key phrases and concentrating on parameters.

How ought to I manage my advert teams?

The enjoyable half is that it’s completely up to you the way you select to theme out your advert teams. You may break up them out by providers you provide, buyer intent, completely different promotions, and more. Just accomplish that systematically and in a means that makes the most sense for you to maintain administration straightforward.

How many advert teams ought to I’ve per marketing campaign?

You should not have any more than 7-10 advert teams per marketing campaign. You’ll almost certainly want even lower than that. The more centralized to your most important targets or choices, the higher. If you’ve got a ton of advert teams, that’s an indication you want one other marketing campaign!

How many key phrases ought to I’ve per advert group?

You should not have any more than 20 key phrases per advert group. With all the keyword matching updates, we don’t want as many as we as soon as did. Stick to your core phrases and keep away from muddying up the waters with a ton of variations. For Display key phrases, this quantity may very well be more like 3-5 and even none as this marketing campaign sort depends more closely on audience targeting.

How many adverts ought to I’ve per advert group?

You ought to goal to have 2-3 adverts per advert group. Now that responsive search ads are the only type of search ad you can create, fewer adverts can get you additional. And as I discussed above, you need to keep away from having only one advert per key phrase grouping. You’ll need to attempt completely different variations to see what works greatest. For instance, you might need two adverts concentrating on a bunch of key phrases associated to tax preparation software program—one advert with a destructive sentiment and one with a constructive sentiment.

Ad group-level settings

You can regulate the following at the advert group stage:

  • Ad group title: Same as marketing campaign and account ranges, title your advert teams what would make the most sense to you. Again, names of your property will not be a efficiency issue.
  • Ads: What your viewers sees.
  • Ad group bid: Depending in your bidding technique and marketing campaign sort, you could set a Max CPC bid at the advert group stage.
  • Keywords: Only relevant in Search, Display, or Video, these point out both the varieties of queries you need to present for (Search) or the sort of content material you need to present alongside (Display and Video).
  • Ad group standing: Whether your advert group is paused, enabled, or eliminated.
  • Here and elsewhere: advert extensions, audiences, contextual concentrating on, negatives, advert group sort, advert rotation, advert group URL choices, labels, automated guidelines

google ads account anatomy - ad group level settings screenshot

Ad group-level suggestions

Recommended greatest practices for advert teams are as follows:

  • Do manage your advert teams systematically. Stick to core ad group themes and break them out in a means that makes the most sense for you.
  • Don’t use too many or too few advert teams. While you don’t need to stuff every part into one advert group, you additionally don’t need to break them out an excessive amount of right into a SKAG (single keyword ad group) construction as both possibility can equally be a ache to handle.
  • Do prepare to change these frequently. As a PPC expert, pausing, adjusting, and shifting round advert teams and their elements is the bulk of my optimization work.
  • Don’t add in advert group elements simply to hit our beneficial numbers above. Those are tips, so don’t break your again squeezing in an pointless key phrase or advert group to hit a really perfect quantity.

The key phrase stage

Keywords act as your “north star” inside your Google Ads account. For Search, they point out to Google which varieties of queries you need your adverts to present for.

google ads account structure - keyword level

When you choose or edit your key phrases, you’ll even have to assign them a match type. There are three match varieties to select from:

  • Broad match: Least restrictive because it matches your advert to any queries associated to that key phrase.
  • Phrase match: An intermediate when it comes to restriction, matches your advert to any question comparable to that key phrase.
  • Exact match: Most restrictive because it matches your advert to queries synonymous with that focused key phrase.

Matching habits has modified considerably over the previous couple of years. Use our newest article on this to get the low-down on updated matching behavior.

google ads account anatomy - wordstream keyword match type chart with examples

When making use of your match varieties, you’ll be able to annotate utilizing the following:

  • Broad match: no annotation wanted as that is the default match sort. Example key phrase: espresso store
  • “Phrase” match: quotations round your key phrase point out you’d like to use phrase. Example key phrase: “coffee shop”
  • [Exact] match: brackets inform Google you’d like to use precise. Example key phrase: [coffee shop]

google ads account anatomy - example of adding keywords into a google ads ad group

Annotations are not mandatory, although, as Google offers you a drop-down possibility to click on and choose a match sort everytime you select. How you like to arrange your key phrases is completely your name.

google ads account anatomy - example of the keyword match type drop down menu in google ads

For Display and Video, key phrases point out to Google the subjects of the pages you need adverts your adverts to present on—though key phrases are much less generally used for these two marketing campaign varieties. This is due to the restrictive nature of this tactic. You’d be limiting your self to solely present on pages that point out particular phrases on prime of different concentrating on parameters, like viewers, time of day, location, and more.

Note: Shopping campaigns can solely use destructive key phrases as the info out of your product feed will act as your “keywords.” Smart campaigns solely enable for templated key phrase themes.

Keyword-level settings

As you add key phrases, these are the settings you’ll apply:

  • Keyword bid: Only mandatory for those who’re on Manual CPC bidding.
  • Match sort: This will rely in your technique.
  • Here and elsewhere: monitoring template, customized parameters, automated guidelines, last URLs, key phrase labels

Keyword-level suggestions

  • Do your PPC keyword research. Use keyword research tools to establish the proper key phrases to your choices.
  • Don’t ignore different concentrating on choices in favor of key phrases. I have a tendency to assume key phrases are like the Kardashians of PPC. They’re tremendous well-known, however they couldn’t make cash on their very own.
  • Do combine up your match varieties to give your self flexibility.
  • Don’t overlook about bidding when establishing your key phrases. Even for those who don’t have to set a Max CPC bid for every key phrase, your bid technique targets may impression the way you method your key phrases and concentrating on.

google ads account structure - wordstream keyword tool screenshot

An instance of in-depth key phrase analysis utilizing our Free Keyword Tool.

The advert stage

We’re now down to the most granular a part of your Google Ads account anatomy: the advert stage. This is the place we get to the good things: your adverts! Here, you’ll be able to create new adverts, regulate your advert copy, or add your ready-made adverts.

google ads account structure - ad level

If you’re making a Search advert, it’s vital to stick to responsive search ad copy best practices.

google ads account anatomy - responsive search ad cheat sheet

Click to enlarge

Ad-level settings

There are a few elements you’ll be able to change inside the advert creation portal:

  • Ad elements: Assets like your headlines, descriptions, video, or photographs. For Search adverts, our responsive search ad copy template can assist you out.
  • Landing web page: Where you’ll be pointing your advert to. All adverts inside the identical advert group have to level to the identical touchdown web page URL. All adverts inside a marketing campaign have to level to the identical area.
  • Here and elsewhere: monitoring template, customized parameters, automated guidelines, advert label

Ad-level suggestions

Using power words in your adverts to entice your viewers is a no brainer, however listed here are some lesser-known but simply as vital advert dos and don’ts:

  • Do A/B test advert copy. Until mind-reading turns into broadly accessible, that is the solely means you’ll know what sort of advert greatest appeals to your clients. Try swapping completely different key phrases to associate with your adverts, completely different photographs on Display adverts, video lengths on Video ads, or embody completely different language that speaks on a selected product value or service providing.
  • Don’t use one advert (or, conversely, one million adverts) per advert group. With one advert, you’re limiting not solely your self but in addition your viewers with stale advert copy. With tons of adverts, you could by no means know advert copy mixture really works.
  • Do consider your adverts as the “face” of your online business. You need them to button up your model properly. Don’t sacrifice this facet of your copywriting in favor of a bunch of aggressive CTAs.
  • Don’t overlook your CTA. Always embody a minimum of one effective call-to-action phrase in every advert to make your finish aim clear to viewers.

google ads account anatomy - screenshot of search ad with a clear cta

An instance of a search advert utilizing a transparent CTA.

Google Ads account anatomy: unpacked

Paying consideration to every facet of your Google Ads account can repay in the long term as you’ll have a completely custom-made technique. Whether you’re simply starting out in PPC or a seasoned professional, these Google Ad account elements are price engaged on.

Jerry Gordon

About Jerry Gordon

Webmaster, nature and tech lover. Jerry manages the day-to-day operations at DigiToolsadvisor. He loves enjoying his free time, but most of all, trying new tools to master.