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How To Structure A Google Ads Account in 2023

Digital marketers rely on various Google Ads campaign structures to optimize their strategies. Recent evaluations have identified eight popular structures, each offering unique approaches to bid management, keyword control, and ad relevance. These structures include SKAGs, Theme-Based, and the Hagakure Method.

SKAGs, or Single Keyword Ad Groups, are prominent in PPC strategies. They enhance control and relevance by utilizing different keyword match types. This strategy ensures better click-through rates, ad relevance, and tailored landing pages. However, SKAGs can be challenging to optimize due to scattered data. The use of automation tools can streamline SKAGs, making management and optimization seamless.

Broad Match Campaigns, especially when combined with Smart Bidding, tap into additional traffic and potentially increase conversions. This aligns with Google’s recommended practices. However, relying on Google’s algorithms for bidding poses challenges, including intensive work with negative keyword exclusions and diminished control over metrics. Careful consideration must be given to maintain click-through rates and ad relevance.

Theme-Based Ad Groups have emerged as an alternative to SKAGs. They offer structured and lean campaigns. Advertisers can decide how themes are split, but keywords must align with the selected theme. Theme-based structures facilitate easy adaptation for smart bidding due to more data at the ad group level. However, they can compromise ad copy relevance and require significant time for theme definition and search term management.

The Hagakure Method, inspired by Japanese tradition, aims for a highly simplified Google Ads campaign structure. It emphasizes maximizing data collection at the campaign level and heavily incorporates smart bidding. This method suggests using broader match types, DSAs, or basing structures on URLs to reach the recommended 3000 weekly impressions per ad group. While it offers a simple and quick setup, it relinquishes much of the advertiser’s control. It may pose challenges in excluding irrelevant keywords and maintaining high-quality scores.

In conclusion, understanding and optimizing these various Google Ads campaign structures are crucial for digital marketers. Each structure offers advantages and challenges that must be carefully considered. Automation tools can streamline processes, while maintaining relevance and control is key to successful implementation. By staying updated on evolving digital ad trends, marketers can ensure the efficacy of their campaigns.