About your account organization

Before you create ads, you should understand the three-layer design of Google Ads. Understanding the relationship between these layers of your account will help you organize your ads, keywords, and ad groups into effective campaigns that target the right audience.

This article explains how the elements in your account are organized.

How Google Ads is organized

Google Ads is organized into three layers: account, campaigns, and ad groups.

Your account is associated with a unique email address, password, and billing information.
Your campaigns have their own budget and settings that determine where your ads appear.
Your ad groups contain a set of similar ads and keywords.

Structuring your client’s campaign based on the structure of the client’s website is a good idea and good practice of organizing. With Google Ads, you’ll organize your account into separate campaigns, with each campaign focusing on a single business goal, such as driving traffic to your website, or offers, like a particular product or service. If your business serves several geographic areas, you might want to create a separate campaign for each location.

One effective approach is to organize your campaigns to reflect the structure of your website. This allows you to create campaigns around specific themes or products. For example, an electronics retailer might create campaigns for specific product categories, such as televisions and cameras.

1.a. Configuring General Settings

The display network is not necessarily considered the same as search advertising and is typically not as profitable for local plumbing businesses. This option will actually get you to spend more money than you need because Google will show your ads to as many people as they can reach with the budget that you will provide in a later setting. The display network is not as efficient in terms of how your money is spent because it targets more random people on the web instead of people specifically searching for plumbers.

1.b. Targeting and Audience

Here you can configure your settings for location, languages, and audiences. Make sure that your location is set on where the company is; I chose the United States.

Next, for language choice, you typically want to include only the languages that your target consumers speak. As a standard Google will have English selected, but if your customers speak additional languages and you can speak those languages, go ahead and include them as well.

1.c. Setting Your Budget

For Google Ads, you can only set your budget on a daily level not weekly or monthly. A good mindset to follow when creating your budget is to be conservative in spending. It is fairly easy to spend lots of money quickly, so it is important to optimize your budget spending.

Remember, your daily budget should reflect the most that you are willing to pay for the campaign.

For the demonstration, I’m going to set $40 as the daily budget for this campaign.

Next, for the Bidding section, you want to focus on Clicks for this campaign. You can do a different focus in another campaign. Underneath there will be a box that says “Set a maximum cost per click bid limit”. You want to select the box because this will give you more control over how you want to allocate your daily budget. If you don’t check the box, then Google will decide for you how your budget will be maximized.

2. Ad Groups

The next part of your Google Ads account setup will be to create ad groups for this campaign.

Ad groups consist of advertisements that are related to each other and share similar themes. Your ad can display on a Google Search page if a user’s search query matches the keywords that you set for your ad group. When your ad gets clicked on it directs the user to your landing page.

The use of ad groups works together to fulfill set goals for a specific campaign. It is important to keep this in mind as you create your ads.

As a starting point, you can base ad groups on sections within your website; for example, a campaign can be on “plumbing services”. Various potential ad groups for this campaign could be for “drain cleaning” and “repiping”.

In the ad group setup page, Google will then ask you to include keywords that you want your ads to display. You can use Google’s built-in keyword searcher to get keyword ideas. By using this tool, you can see a list of keywords that Google suggests. Feel free to edit the list of keywords as you please. You can always go back during any point of your campaign to add or remove keywords.

2.a. Creating Ad Groups

The ad group structure consists of:

Final and Display URLs
Headlines
Descriptions

3. Measuring Conversions

After your ad has been running for a bit you will need to identify performance measurements. Through the use of measurement platforms will allow you to examine factors such as your clicks, impressions, Click-Through Rates (CTR), Conversion Per Clicks (CPC), and Total Revenue.

NOTES
Google Ads local extensions make it easier for a potential or existing customer to call your business’ phone number, visit your storefront’s address, or simply find out the NAP (name, address, and phone number) of your business for future reference. All of this is stellar for your brand.
By clicking the ad, users are led to your Google My Business page where they can get more pertinent information about your business. It’s a real hub of info that provides users with precisely what they’re looking for in a concise way.

4. How to manage 2 and more accounts?

A Google Ads Manager Account, formerly known as My Client Center (or MCC) account, is a Google Ads account that lets you easily manage multiple Google Ads accounts from a single location.Is very helpful if you manage multiple advertising accounts for your company or for an advertising client by linking my MCC to Shape.