AdWords: How to Create a Perfect Account Structure

Sorry to disappoint if you were hoping to find a “X Easy Steps” recipe to create an ideal account structure, the reality is that DOES NOT EXIST only one way to create effective AdWords campaigns, not even a "perfect" or ideal way.

Although there are some details that we must always take into account when structuring an account:

1) Facilitate the control and distribution of the budget according to performance.

2) Segment the best possible within the needs of the account.

3) Maintain a close relationship between keywords and ad content.

The reality is that there are a thousand and one ways to structure the campaigns that we will use in the account, the one that best suits us will depend on our business objectives and resources.

To determine what would be the best account structure for our business when starting with AdWords we must ask ourselves the following 3 questions:

1) What budget will I use?

In the case of low budgets, having a very large account structure with dozens of campaigns can be counterproductive when it comes to distributing daily budgets, so having fewer campaigns can help us work more efficiently.

However, in high-budget campaigns it is crazy not to segment the account's campaign structure as much as possible, since it will allow us greater flexibility when distributing the total daily budget among them according to their performance.

2) How much time can I spend on optimization?

If for various reasons we do not have much time to optimize campaigns, a simple structure will help us not to waste time on small details and focus on the general panorama of the performance of our campaigns.

In the event that we have a lot of time to dedicate to an account, the ideal is to create a campaign structure that allows the optimization of even the smallest variables. In this way we will be able to optimize the campaigns with laser precision and squeeze as much juice as possible.

3) Under what criteria will I segment the campaigns?

Defining a campaign segmentation criterion is key and will depend exclusively on the advertiser's business model, some examples are:

- Product / service category

- Search intent

- Geographical area (Countries, provinces, cities, etc.)

- Match type

Once the segmentation criteria have been selected, it is very important to use a unified nomenclature for the names of all our campaigns in order to be able to easily analyze the performance of our account.

We can conclude by saying that all roads lead to Rome and there is no single way to create our campaigns, but we must look at the advertiser's business objectives and ask ourselves what would be the most practical way to achieve them.