Getting the most out of Google AdWords.


What is AdWords?

Google AdWords is an advertising service, provided by Google themselves, that allows web masters to place search results on a search engine results page by paying for them.  The paid search results will appear at the top or to the side of the search engine results page, and look very similar to the usual organic results. Google Adwords works by auctioning keywords and search terms to the highest bidder on a pay per click basis.  Companies can bid for a particular word or term that is relevant to them, and can decide how much they want to pay Google AdWords every time a searcher clicks on your ad, on a daily basis.  Paid for advertising can help to raise your online profile, and work alongside other, more organic, marketing and advertising techniques.

What you need to know to structure AdWords account

Before you embark on an Adwords campaign, it’s helpful to know AdWords account structure best practises.

Strategically structuring your ads has an impact on Quality Score metrics which determines how much creditability Google gives your ad. The search engine determines your Ad Rank and Ad Position so you have to bow down to the search engine’s quality measures.

If you get a low Quality Score, you will get fewer click-throughs and your ads will not perform as well as you need them to. Bottom line: you end up paying more money for less exposure.

A well structured account also makes your campaigns easier to manage and thus increases your productivity; not to mention reducing your stress levels.

In this article we are going to look at the key components to focus on and go through AdWords account structure best practices to ensure you have an air-tight strategy that Google will credit you for.

AdWords components and strategies

There are five key components that make up the structure of your PPC account:

  1. Campaigns
  2. Ad groups
  3. Keywords
  4. Ad copy and format
  5. Landing pages


There are several ways you can prioritise campaigns; budget, product or other label (perhaps company if you are managing several accounts selling the same product types).

Budget is the most obvious choice because you want to set a budget for each campaign, but if your budget is an even spread use product labels as this makes reporting easier.

Most campaigns will need prioritising into budget sets. If you have a certain product or service that you want to push the most, allocate a higher bid.

The amount you bid will have an impact in the quality scores awarded by Google. Big Brother gives preference to big spenders.

Ad groups

Each campaign is likely to be constructed of ad groups. There is no limit on how many groups you choose, but you don’t want too few as you limit yourself to fewer keywords which could be expensive, and too many groups are difficult to manage.

The number of ad groups you choose at any one time really depends on the amount of products you want to promote and the size of your budget. Even still, five or six ad groups to any one campaign should suffice.

Examples of ad groups: let’s say you own a guitar shop and want to promote a new series of Fenders that have just come in stock.

Your ad campaigns will be titled electric guitars and acoustic guitars. Your ad groups would look something like this:

  • Electric Fender Stratocaster
  • Electric Fender Elite Telecaster
  • Left Handed Electric Fender
  • Fender acoustic guitars
  • Fender left-handed acoustic guitars

The principle to keep in mind with ad groups is that your budget is going to be spread out over each group, and each group will be assigned keywords which Google value based on consumer behaviour.


The keywords you opt for is the most important decision you have to make in an Adwords campaign. Google assigns a value to each keyword which is calculated on user frequency.

It stands to reason that the most used keywords, the most relevant keywords, are the most expensive so if you have to monitor your budget, choose keywords that are assigned a lower cost per click, but are still relevant to your ad.

Before you select your keywords it helps to understand how Google calculates the Quality Score of your ad – which determines where your ad will be placed and when.

Google determines when and which position an ad will be shown based on your quality score which is determined by:

  • Anticipated click-through rate
  • The ads click-through performance
  • Quality of the ad’s landing page
  • Relevant location and performance
  • Relevant device and performance

Quality scores change each time your ad appears in search results and the quality score will go up and down based on the performance of the ad and the landing page – in other words, how often end-users click on the ad and the subsequent reaction to your landing page.

Ad copy and format

The copy that appears in your ad should first and foremost be enticing enough for end-users to click on it. Keywords play a big role here, but also giving specifics of the promotion is key to communication.

You only get 25 characters for a headline description and tagline, so line one of the ad should be a CTA (call to action) and end with a full stop, otherwise Google will run your headline into line two. Line two should describe the benefit or promotion.

Including relevant keywords is essential to make sure that your ads are placed in front of the right buyers. Your ads will not show up for search terms specifying Gibson guitars for example.

However, if the end-user types in left-handed electrical guitars, the ad suggestions above for Stratocaster and Telecaster left handed guitars will have a good chance of appearing.

You also have the option to include ad extensions such as location, call, call extensions etc.  Ad extensions depend on your target audience and the level of reporting you want to measure in ad words. Of course, you don’t have to include ad extensions if you do not think they are relevant.

Lastly, make sure you follow Google’s Ad Approval Guidelines. You do not want to get an ad that is disapproved as it will delay the launch and you will have to go through the whole set up process again.

Furthermore, disapproved ads will affect the Quality Score and negatively impact on the ads performance and placement.

The words you choose in your ad may depend on the length of your sales cycle, and the stage in the buyers journey your ad is geared towards.

Ideally your ads should be pointing towards the buying end of the journey, but there is nothing wrong stoking up interest at the early stages – just don’t put as much budget into raising awareness.

However, what you should keep in mind is that for items that do have a long purchasing path, it takes people around five or six times to see your brand or product before it sticks in the mind and typically takes up to two months for people to make a buying decision.

Landing page

We won’t go into how to structure your landing page here as that is an article in its own making, and there are plenty of great resources on the web that will explain how to create a great landing page.

What you do need to bear in mind in terms of structuring your ad in Adwords is that you are limited to 35 characters in which to put your url – so make sure the landing page does not exceed the amount of characters.

Your landing page should also be consistent with the keywords in the ad. Therefore, if you do have different ad categories that target specific users, i.e left handed guitars, you need an appropriate landing page for each ad group.

Using Adwords account structure best practises means you will target the right audience and increases your chances of performing well in accordance with Google’s Quality Score metrics.

We’re here to help

Nailing an AdWords campaign is your route to more exposure and traffic and it’s important to know what particular details will get your paid search campaigns noticed. For an expert opinion, get in touch with our team at The Content Works – we can help get your campaign on track whether big or small. Give us a call on 0207 305 55 99 or email to speak to us about how we can help you.

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