How would you structure this Adwords Campaign?

This is the first article I publish in June, I could not write before because I find myself with a very good workload, so it could be said that the blog is fulfilling its mission 😉

These days I was participating in a LinkedIn group called Google Adwords Qualified IndividualsIt is basically a group where Adwords professionals discuss strategies, tools, etc.

A very interesting discussion started a few days ago about the best "hypothetical" way to structure an account based on some data that was provided by the creator of the discussion.

The structure of the Adwords account is one of the most important factors in the success or failure of the marketing action in general.

In my experience, a good account structure should:

- Facilitate performance analysis at campaign and ad group level

While deep analysis requires advanced reporting, a good account structure allows you to understand the overall performance of different campaigns at a glance and identify potential problems or unusual behaviors.

- Provide flexibility in managing daily budget and maximum CPC bids

A good structure allows us to manage the budget we have (either monthly, daily, etc.) and the maximum CPC offers of the different ad groups in a flexible way between the different products, categories, geographical areas, networks, etc. to provide the highest possible return on investment.

- Reduce the time required to make changes

This is especially important when managing many accounts for different clients, reducing the time it takes to make large-scale and accurate changes is a vital part of any good account structure.

The "Good Structure + Adwords Editor" combo is unbeatable to save us time 😉

Now, the hypothetical case suggested in the LinkedIn group is this:

The client is a well-known franchise in his country that sells Ice Cream Cakes for all kinds of occasions, this franchise has 500 stores throughout the country.

The idea is to promote each of these stores trying not to compete against each other as much as possible, in addition to making the case more interesting, each of the 500 stores have different monthly budgets according to the area where they are located.

Some data are:

- Site Type: eCommerce (direct online sales).

- Countries: 1 (to the whole country)

- States / Provinces of the Country: 8

- Product for sale: Frozen Cakes. (YUM!)

- Variety of Products for sale: 10.

- Total budget: $50,000.

The information is not complete and is in fact somewhat random, the challenge of the exercise is to try to imagine the most flexible structure possible with a limited amount of data and to try to find uses of the different Adwords tools / options that could be useful in this case .

There are no right or wrong answers, this is simply to do some brainstorming and exercise the theoretical knowledge of Google Adwords that you have 😉

How would you structure this Adwords campaign if a client presented the case to you?