1. Super Structure

Campaign Structure is the Backbone of any AdWords Account. Having the best Campaign structure helps you have a better control over its components.

Imagine a human body with a dysfunctional backbone! The same applies to an AdWords Campaign.

We at Sokrati recommend each of our partners to have the Best Campaign Structure for their Brand Campaigns – the KIS Structure: Keep It Simple.

Let’s get to know this better:

  1. Do not club all the keywords together
  2. Keep one keyword per ad-group
  3. Run all match types and keep them in separate ad-groups
  4. Do not club brand’s offerings (products on website) along with single queries of brand

Keep them under different campaigns.

Brand Offering Campaign Structure a.k.a. Brand + Product Campaign

Things to Keep in Mind:

  1. Keep each product under different Adgroup
  2. Each Adgroup to have a separate Website Landing Page
  3. And, the Campaign to follow super structure

2. Ad Copy

If Campaign Structure is the Backbone, Ad Copies is the face of any campaign.

For a Brand campaign, any Advertiser would want to show his brand name in bold and capitals in the Ad Copy.

Google gives a feature to all Advertisers wherein your Brand domain will be automatically appended to the Ad Copy, that too in CAPITAL Letters.

Things to keep in mind:

  1. Maintain High Visibility on Brand Related Terms
  2. Write Your Display URL in Capital Letters

3. Using Sitelinks, Callouts and Structured Snippets In Harmony For Maximum Brand Impact

Ad extensions allow us to show additional information on Google AdWords ads. These can be powerful tools for a variety of effects, including increasing CTR, boosting conversion rate and decreasing CPA without additional Cost per Click.

Using ad extensions, we can:

  • Display a map with business location(s)
  • Show product images, titles and prices from Google Merchant Center account
  • Link to additional pages within site
  • List a click-to-call phone number
  • Connect +1s from Google Plus page to ad (and vice-versa)
  • Include business’ seller ratings

Enabled ad extensions can be shown to searchers any time an ad with a high-quality score shows up in one of the top positions above the organic search results, and Google reports that using ad extensions can increase CTR by 30% on average.

Ad extensions allow us to show additional information on Google AdWords ads. These can be powerful tools for a variety of effects, including increasing CTR, boosting conversion rate and decreasing CPA without additional Cost per Click.

AdWords show one or more extensions with the ad when it calculates that the extension (or combination of extensions) will improve the performance, and when the Ad Rank is high enough for it to appear. Adding an extension won’t guarantee that it will show with the ad, but we can keep track of when the extensions are appearing on the Ad extensions tab. Since AdWords requires a minimum Ad Rank (factoring in the extensions) before showing extensions, we may need to increase the bid or the ad quality (or both) in order for the extensions to show.

4. Why Should We Punctuate Brand Ads?

AdWords gives us a limited number of characters to get the message across in an ad, and we want to use the characters available in the best possible manner. Very often, this means foregoing punctuation in ad text. Earlier, it was not important to add punctuation in ad text since we were not following grammar rules. However, now it has become almost imperative to do so.

Often, Google tries new ways of displaying ads in the top positions above the search results. Sometimes the Description line 1 is moved up to show with the headline, sometimes Description line 2 is moved up to show with description line 1. In the first case, Google adds a hyphen between the headline and description line 1. However, in the second case it just moves the description line 2 up. If the description lines doesn’t have punctuation or conjunctions, it appears as one long incongruous sentence to the user.

Adwords structure

This may lead to a situation where the user doesn’t understand the text in the ad and moves to the next ad. Hence, although the ad appears in the most coveted position on the search page, we lose out because we didn’t use a full-stop or a comma. In the long run, it affects ad performance as the ad will accrue impressions but few clicks, which means a low click-through rate (CTR).

5. Negations of Themes where you don’t want your Brand to be visible

Before you start your Campaigns, ensure all your competitor related terms are negated.

Some ways you can do this:

  1. Type in your brand name in Google and check for themes related to your brand, but is irrelevant to your business
  2. Check Google Suggestions on your brand terms, will help you make a list of perfect negatives list for the brand campaign

Want to learn more about optimising your campaign structure? Check out our webinar slideshow on AdWords campaign strategy and structure optimisations.

Krati Gupta and Somak Gupta

Authored by: Krati Gupta & Somak Gupta | Sr. Business Analysts