Google Ads account structure (Campaigns, Ad Groups, Keywords)
Google Ads accounts follow a hierarchical structure, which looks like this:
Google Ads Account:
└── Campaigns
└── Ad Groups
└── Keywords & Ads
1. Campaigns: The Strategic Container
What It Is:
A campaign is the top-level container where you define major settings like goal, budget, bidding, network, and targeting.
Key Settings:
- Campaign type: Search, Display, Video, Shopping, Performance Max
- Objective: Sales, Leads, Website Traffic, Brand Awareness, etc.
- Budget: Daily or shared budget across campaigns
- Bidding strategy: Manual CPC, Maximize Conversions, Target CPA, ROAS
- Geo targeting: Locations, radius
- Language
- Networks: Google Search, Search Partners, Display Network
Example:
A clothing store might have separate campaigns for:
- “Women’s Apparel – Search”
- “Men’s Apparel – Search”
- “Remarketing – Display”
2. Ad Groups: The Thematic Organizer
What It Is:
Ad groups are subsets within campaigns that organize your ads and keywords by specific themes or intent.
Why They Matter:
They help keep keywords tightly grouped so that ad copy and landing pages are more relevant — boosting Quality Score and performance.
Best Practices:
- Group by product/service type, or intent
- Avoid mixing unrelated themes
- Typically contain 5–20 tightly related keywords
Example (within a “Women’s Apparel” campaign):
- Ad Group 1: “Women’s Dresses”
- Ad Group 2: “Women’s Tops”
- Ad Group 3: “Women’s Shoes”
3. Keywords: The User Intent Trigger
What They Are:
Keywords are search terms you want your ads to appear for. When users search these terms, your ad may show depending on the match type and relevance.
Match Types:
- Broad Match – shoes (most flexible, least precise)
- Phrase Match – “red shoes” (moderately precise)
- Exact Match – [red running shoes] (very precise)
- Negative Keywords – prevent your ad from showing for irrelevant searches
Best Practices:
- Use keyword tools like Google Keyword Planner
- Match keyword to intent of the ad group
- Add negative keywords to eliminate waste
Example (within “Women’s Dresses” Ad Group):
Keywords:
- “summer dresses”
- “women’s casual dresses”
- “buy floral dress online”
- Negative: “kids dresses,” “free dresses”
Visual Summary:
[Account]
└── Campaign: Women’s Apparel
└── Ad Group: Women’s Dresses
├── Keywords:
│ ├── “summer dresses”
│ ├── [women’s dresses]
│ └── -free
└── Ads:
├── “Shop Summer Dresses – Free Shipping”
└── “Buy Women’s Dresses Online – New Arrivals”
Why Structure Matters
- Relevance → Higher Quality Score → Lower CPC
- Better reporting → See what’s working at each level
- Scalability → Add/remove products or services with ease
- Budget control → Allocate by campaign
Want a template, a real-world example, or a mini-practice structure you can play with?
Types of campaigns: Search, Display, Shopping, Video, Performance Max
1. Search Campaigns
What It Is:
Text ads that appear on Google Search results when users type queries that match your keywords.
Best For:
- Lead generation
- Direct sales
- Services with high intent (e.g. “emergency plumber near me”)
Features:
- Keyword targeting
- Ad extensions (sitelinks, callouts, etc.)
- Highly intent-driven
Pros & Cons:
| Pros | Cons |
|---|---|
| High intent | Competitive & costly for popular keywords |
| Clear user intent | Requires ongoing optimization |
| Good for measurable ROI | Ad rank depends on Quality Score |
2. Display Campaigns
What It Is:
Image or responsive ads shown on websites, apps, and YouTube across the Google Display Network (GDN).
Best For:
- Brand awareness
- Retargeting/remarketing
- Visual promotions (e.g., banners for sales)
Features:
- Visual/image ads
- Placement targeting
- Affinity/in-market audience targeting
Pros & Cons:
| Pros | Cons |
|---|---|
| Huge reach (millions of websites) | Lower conversion rate |
| Great for visual branding | Less intent-driven |
| Cheap CPCs | Can get irrelevant clicks if not targeted carefully |
3. Shopping Campaigns
What It Is:
Product-based ads that appear on Google Shopping tab and search results, showing an image, price, brand, etc.
Best For:
- Ecommerce stores
- Retail businesses with many products
Features:
- Pulls data from your product feed (Google Merchant Center)
- Ads are created automatically from product info
Pros & Cons:
| Pros | Cons |
|---|---|
| Very visual & informative | Requires Merchant Center + product feed |
| High click-through rate for products | Limited text control in ads |
| Great for comparison shopping | Feed needs regular updating |
4. Video Campaigns
What It Is:
Video ads served on YouTube and across the Google Video Partner Network.
Best For:
- Brand storytelling
- Product demos or launches
- Raising awareness
Features:
- Skippable in-stream ads (TrueView)
- Bumper ads (6-second)
- Non-skippable ads
- Video discovery ads
Pros & Cons:
| Pros | Cons |
|---|---|
| ✓ High engagement & storytelling power | ✗ Requires video production |
| ✓ Great for branding | ✗ Conversions can be indirect |
| ✓ Advanced audience targeting | ✗ Needs careful targeting to avoid wasted spend |
5. Performance Max Campaigns (PMax)
What It Is:
An AI-powered all-in-one campaign type that runs across all Google inventory: Search, Display, YouTube, Gmail, Discover, and Maps.
Best For:
- Businesses looking to scale with automation
- Ecommerce or lead-gen with conversion tracking set up
Features:
- Automated targeting, bidding, creatives
- Requires assets: images, videos, headlines, etc.
- Feeds off goals like conversions or sales
Pros & Cons:
| Feature | Pros | Cons |
|---|---|---|
| Network Reach | Runs across all networks | |
| Manual Control | Limited manual control | |
| Bidding Strategy | Uses smart bidding + audience signals | |
| Keyword Data | No keyword-level data | |
| Scalability | Great for scaling quickly | |
| Tracking | Requires good tracking setup. |
Quick Comparison Table:
| Campaign Type | Goal | Control Level | Best Use Case |
|---|---|---|---|
| Search | Direct response | High | High-intent queries |
| Display | Awareness/retargeting | Medium | Visual branding |
| Shopping | Product sales | Medium | Ecommerce sites |
| Video | Awareness/engagement | Medium | YouTube advertising |
| Performance Max | Conversions at scale | Low | Scalable automation |
Let me know if you’d like:
- A cheat sheet PDF
- An example structure using each campaign type
- Help creating ad assets for each campaign type
Setting goals & conversion tracking
Why Goals & Conversions Matter
- Google Ads is data-driven. Setting proper goals lets you:
- Measure what success looks like (e.g., leads, sales, sign-ups)
- Train Google’s AI for smart bidding (like Maximize Conversions)
- Understand return on ad spend (ROAS)
1. Setting Goals in Google Ads
When creating a campaign, Google will ask you to choose a goal:
Common Campaign Goals:
| Goal | Description |
|---|---|
| Sales | Drive purchases online or in your app/store |
| Leads | Get contact forms, calls, signups |
| Website Traffic | Increase site visits |
| Brand Awareness & Reach | Show your brand to more people |
| Product & Brand Consideration | Engage customers via video or discovery ads |
| App Promotion | Drive app downloads/interactions |
| Local Store Visits | Get foot traffic to your brick-and-mortar |
Note: Your goal influences default settings, but you can still customize bidding, targeting, etc.
2. Setting Up Conversion Tracking
You can’t optimize what you don’t measure. Conversion tracking is how you tell Google, “This is a valuable action I want more of.”
Step-by-Step: How to Set Up Conversion Tracking
Step 1: Go to Tools > Conversions
- Sign in to Google Ads
- Click the wrench icon (Tools)
- Under “Measurement”, select Conversions
Step 2: Click “New Conversion Action”
You’ll choose what kind of conversion you want to track:
Conversion Types:
| Type | Example |
|---|---|
| Website | Form submissions, button clicks, purchases |
| Phone Calls | Calls from ads, or from website |
| App | Installs or in-app actions |
| Import | Offline conversions (from CRM, etc.) |
| Local Actions | Store visits, direction requests, etc. |
Website Conversion Tracking Example: Form Submission
- Choose Website as the source
- Enter your website and scan it (Google will try to find buttons/forms)
- Choose conversion goal (e.g. “Lead” or “Submit Contact Form”)
- Set:
- Value (optional): $ value per lead or dynamic value
- Count: Every (ecommerce) vs One (lead gen)
- Click-through conversion window: Default 30 days
5. Install the tracking tag:
- Option A: Use Google Tag Manager
- Option B: Manually install the global site tag (gtag.js) and event snippet
3. Verify Conversions Are Working
- Use the Google Tag Assistant Chrome extension
- Check “Conversions” tab in Google Ads after clicks
- Make test submissions/purchases and look for events firing
4. Use Conversions for Smart Bidding
Once tracking is set:
- You can switch to smart bidding strategies:
- Maximize Conversions
- Target CPA (Cost Per Acquisition)
- Target ROAS (Return on Ad Spend)
- Performance Max and some Display campaigns require conversions to perform well
Pro Tips:
- Set up secondary conversions (e.g., page views, time on site) for micro-tracking
- Use Google Analytics 4 (GA4) and link to Google Ads for cross-platform tracking
- Use Call Tracking tools (like CallRail) for full lead visibility
Would you like:
- A step-by-step visual guide (PDF)?
- Help setting up conversions with Google Tag Manager?
- A custom goal strategy for your specific business or site?
Let me know and I’ll tailor it!
Keyword research & match types
Keyword Research
What It Is:
Keyword research is the process of finding search terms your ideal customers are typing into Google — so you can show your ads when it matters most.
How to Do It:
1. Start with Your Products or Services
Think like your customer. What would you search for?
Example:
If you’re selling eco-friendly water bottles, you might brainstorm terms like:
- “reusable water bottles”
- “eco-friendly bottles”
- “BPA free water bottles”
2. Use Google Keyword Planner
Google’s built-in tool gives you:
- Search volume (monthly searches)
- Competition (low/med/high)
- Suggested bid ranges
- Related keyword ideas
You can find Keyword Planner under: Tools & Settings → Planning → Keyword Planner → “Discover new keywords”
3. Expand with Related Tools
To go deeper, tools like:
- Ubersuggest
- SEMrush
- Ahrefs
- AnswerThePublic can help uncover long-tail keywords and trending searches.
4. Group by Intent
Organize keywords into themes:
- Transactional: buy eco-friendly water bottle
- Commercial: best reusable bottles
- Informational: what is a BPA free bottle?
These groupings will later become your Ad Groups.
5. Refine with Negative Keywords
Avoid irrelevant clicks by adding terms you don’t want your ads to show for.
Example: If you don’t sell kids’ products, you might add negative keywords like “kids,” “baby,” or “toddler.”
Keyword Match Types
Match types control how tightly Google matches a user’s search query to your keywords.
1. Broad Match
Default type (no punctuation). Your ad can show for searches loosely related to your keyword.
Example:
- Keyword: eco water bottle
Might trigger for: “best glass bottle,” “green bottle for gym,” etc. - Use with caution — it’s wide-reaching and can bring irrelevant traffic.
2. Phrase Match
Put your keyword in quotes (“like this”). Your ad shows for queries that contain your phrase in the same order, even with words before or after.
Example:
- Keyword: “eco friendly water bottle”
- Can match: “cheap eco friendly water bottle,” “eco friendly water bottle for hiking”
- Great for balancing reach and relevance.
3. Exact Match
Use square brackets ([like this]). Ads only show for searches that are very close to the exact keyword.
Example:
- Keyword: [eco friendly water bottle]
- Can match: “eco friendly water bottle,” “eco-friendly water bottles” (close variants)
- Ideal for tight control and high intent targeting.
4. Negative Match
Used to exclude certain keywords from triggering your ads.
Example:
- Negative keyword: -“free”
- Prevents your ad from showing for “free water bottle”
Smart Tips:
- Start with phrase and exact match for control
- Use broad match only if combined with smart bidding (like Maximize Conversions)
- Regularly check the Search Terms Report in your account to find:
- Irrelevant keywords (add as negatives)
- New keywords worth targeting
Want help building a keyword list for your business or need a Google Sheet template to organize your keywords? I’ve got you covered.
Creating effective ad copy
Writing Effective Google Ads Copy
Creating ad copy is about matching the user’s intent with a clear, compelling message that makes them want to click. In Search campaigns, your ad is often the first (and only) impression — so every word counts.
1. Know Your Audience & Intent
Before writing anything, understand:
- What your audience wants (solution, answer, product)
- What problem they’re trying to solve
- What stage of the funnel they’re in (awareness vs ready to buy)
If someone searches “best running shoes for flat feet,” they’re likely past research and closer to buying — your ad should reflect that.
2. Match the Keyword
Your headline and description should mirror the keyword being searched.
If the keyword is “affordable wedding photographer,” your ad should say something like:
- “Affordable Wedding Photography – Book Your Date Today”
- Not just “Professional Photography Services”
This helps increase Quality Score, Click-Through Rate (CTR), and relevance.
3. Craft Killer Headlines
You get up to 15 headlines in a Responsive Search Ad (only 3–4 show at once), so make them count.
Tips:
- Use numbers or offers: “50% Off,” “Under $50,” “Only Today”
- Include the main keyword
- Use urgency: “Limited Time,” “Book Now”
- Test variations: “Shop Eco Bottles” vs “Sustainable Bottles Online”
4. Write Descriptions That Sell
You can write up to 4 descriptions, and Google mixes and matches them. Each should:
- Highlight benefits or features
- Address pain points or objections
- Include a clear call-to-action (CTA)
Examples:
- “Made from 100% recycled materials — stylish, safe, and sustainable.”
- “Free shipping on orders over $35. Try risk-free for 30 days.”
5. Use Ad Extensions
These aren’t technically part of the ad copy, but they’re crucial:
- Sitelinks: Drive to specific pages like “Shop New Arrivals” or “Customer Reviews”
- Callouts: Short perks like “Free Returns” or “Open 24/7”
- Structured snippets: List services, product types, or categories
- Call extensions: Let users call directly from the ad
Extensions make your ad bigger and more clickable.
6. Keep It Mobile-Friendly
Most clicks come from mobile. Your ad copy should be:
- Clear in small formats
- Straight to the point
- Skimmable at a glance
Avoid long, dense language — clarity beats cleverness.
7. A/B Test Everything
Even small wording changes can impact performance. Test:
- Different CTAs (“Buy Now” vs “See Options”)
- Pricing mentions
- Benefit-first vs feature-first approaches
Google’s Responsive Search Ads automatically rotate combinations, so make use of all headline and description slots.
8. Stay Compliant
Avoid:
- Excessive punctuation (!!!)
- Misleading claims (“Best in the world” without proof)
- Trademarks (unless you’re authorized)
- Check Google Ads’ editorial guidelines to stay in the clear.
Want help writing ad copy for a specific business or campaign? Drop the details, and I can create a sample set of headlines and descriptions tailored for you.
Ad Extensions & Assets
What Are Ad Extensions (Assets)?
Assets are additional pieces of information that appear with your search ads, such as extra links, phone numbers, prices, or callouts. They enhance your ad, take up more space on the results page, and give users more ways to engage.
They do not cost extra — you’re still charged per click — and they help improve Ad Rank and Quality Score.
Types of Google Ads Assets (Extensions)
1. Sitelink Assets
- Let you add extra links below your main ad that go to specific pages.
- Use for: Promoting subpages like “Pricing,” “Contact,” “FAQ,” “New Arrivals”
- Example:
- Main ad: “Buy Custom T-Shirts”
- Sitelinks: “Men’s Styles” / “Design Tool” / “Bulk Orders” / “Customer Reviews”
2. Callout Assets
- Short, punchy phrases that highlight key benefits — no links, just value props.
- Use for: Free shipping, 24/7 support, Satisfaction guaranteed, No contracts
- These make your ad more persuasive at a glance.
3. Structured Snippet Assets
- Predefined headers with lists of offerings. Example headers: “Services,” “Brands,” “Destinations,” “Types”
- Use for: Showing specific offerings — e.g., “Available Courses: SEO, PPC, Analytics, Content Marketing”
- Helps build trust and showcase variety.
4. Call Assets
- Adds a clickable phone number to your ad.
- Use for: Local businesses, service providers, or anywhere you want users to call directly.
- On mobile, users can tap to call immediately.
5. Location Assets
- Connects your Google Business Profile to show your address, map, and directions link.
- Use for: Brick-and-mortar stores, restaurants, or any business with physical locations.
- Increases local visibility and foot traffic.
6. Image Assets
- Displays visuals or product images alongside your text ad.
- Use for: Ecommerce, fashion, food, beauty — any product that benefits from a visual.
- Makes your ad stand out and can improve CTR significantly.
7. Price Assets
- Showcase pricing details directly in your ad, with links to specific services/products.
- Use for: Transparent pricing for services, SaaS, or ecommerce
Example:
- “Logo Design – from $99”
- “Monthly SEO Plan – $250/mo”
8. Promotion Assets
- Highlight a special sale or discount — includes % off, dollar amounts, promo codes, and end dates.
- Use for: Limited-time offers, seasonal sales, or discount events
Example:
- “20% Off All Orders – Use Code SPRING20”
9. App Assets
- Link to download your mobile app from the App Store or Google Play directly from the ad.
- Use for: Businesses with apps looking to drive installs
10. Lead Form Assets
- Add a form directly in the ad, allowing users to submit their info without visiting your site.
- Use for: Quick lead generation for services, quotes, appointments
Best Practices for Ad Assets
- Use multiple asset types — Google automatically chooses the best mix to show
- Write mobile-friendly, short content
- Match assets to your campaign goal (e.g., leads, traffic, awareness)
- Keep things updated — swap out promotions or expired offers
- Monitor performance by asset type in your Ads > Assets tab
Bidding strategies (Manual, Enhanced, Maximize Conversions, Target ROAS)
Bidding Strategies in Google Ads
1. Manual CPC (Cost-Per-Click)
What it is:
You manually set the maximum amount you’re willing to pay for each click on your ad.
Good for:
- Beginners testing keyword performance
- Advertisers who want full control
- Small budgets with tight oversight
Pros:
- Full control over bids
- Easy to manage for small campaigns
Cons:
- No automation or learning
- Not scalable for large accounts
- Doesn’t adjust based on user behavior or likelihood to convert
You can combine Manual CPC with Enhanced CPC (ECPC) to allow some automation.
2. Enhanced CPC (ECPC)
What it is:
A semi-automated strategy. You set manual bids, but Google adjusts them up or down based on the likelihood of a conversion.
Good for:
- Transitioning from manual to automation
- Keeping control while using some of Google’s machine learning
Pros:
- Helps improve conversions without fully giving up control
- Simple to implement
Cons:
- Still requires monitoring
- Not as optimized as full Smart Bidding
3. Maximize Conversions
What it is:
A fully automated strategy where Google sets bids in real-time to get you the most conversions within your budget.
Good for:
- Businesses focused on lead generation or sales
- Accounts with good conversion tracking already set up
Pros:
- Zero manual effort
- Great for scaling quickly
- Uses historical and real-time data to adjust bids
Cons:
- No control over individual CPC
- Can spend your full daily budget quickly
- Works best when there’s consistent conversion data
4. Target ROAS (Return on Ad Spend)
What it is:
Google sets bids to hit a specific ROAS target — the return you want for every dollar spent.
Good for:
- Ecommerce businesses
- Advertisers with dynamic conversion values (like different product prices)
Pros:
- Optimizes for profitability
- Adjusts bids based on likelihood of valuable conversions
- Great for scaling once you have solid historical data
Cons:
- Requires accurate conversion value tracking
- Doesn’t work well with low data volume
- Performance can fluctuate if demand shifts
How to Choose the Right Bidding Strategy:
- New to Google Ads or testing? → Start with Manual CPC or ECPC
- Focused on volume? → Use Maximize Conversions
- Need profit-focused scaling? → Go for Target ROAS
- Want to ease into automation? → Try Enhanced CPC
Would you like a recommendation based on your specific business type or campaign goal? I can guide you through choosing the ideal strategy.
Quality Score & Ad Rank
What Is Quality Score?
Quality Score is a diagnostic metric (from 1 to 10) that shows how relevant your ads, keywords, and landing pages are to someone’s search query.
It’s Google’s way of measuring user experience — the more helpful and relevant your ad setup is, the higher your Quality Score.
Quality Score is based on 3 key components:
1. Expected Click-Through Rate (CTR)
- How likely users are to click your ad compared to others
- Influenced by how compelling your ad copy is
2. Ad Relevance
- How closely your ad matches the user’s search intent
- Keyword–ad–landing page alignment matters
3. Landing Page Experience
- Is the landing page useful, relevant, fast, and mobile-friendly?
- Does it deliver what the ad promises?
You can see the Quality Score for each keyword in the Google Ads interface by customizing columns in the “Keywords” view.
Why Quality Score Matters
- Higher scores = lower costs per click (CPC)
- Better ad positions without having to outbid competitors
- More efficient campaigns overall
A higher Quality Score means you’re giving users what they want — and Google rewards that.
What Is Ad Rank?
Ad Rank determines where your ad shows on the search results page (and whether it shows at all).
It’s calculated every time your ad is eligible to appear — and it’s not just about how much you bid.
Ad Rank =
Bid Amount × Quality Score × Ad Rank Thresholds & Factors
These other factors include:
- Ad Format impact (use of assets/extensions)
- Search context (user location, device, time, query meaning)
- Expected impact of ad assets
Even if you bid less than a competitor, you can outrank them if your Quality Score and ad experience are stronger.
How to Improve Quality Score & Ad Rank
- Write highly relevant ad copy for each keyword group
- Use tight keyword-to-ad group organization
- Make sure your landing page matches the ad promise
- Improve page speed, especially on mobile
- Add relevant ad extensions (sitelinks, callouts, etc.)
- Use exact/phrase match keywords to control ad relevance
Key Takeaway:
You’re not just competing on how much you spend — you’re competing on how well you connect with the searcher. Better Quality Score = better performance for less money.
Want help auditing your Quality Score or organizing your account structure to improve it? Just let me know.
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