How to Optimise Your Google Ads Campaign Structure for Rapid Growth

Tuesday, October 15, 2024

Omar Juman

Blog /How to Optimise Your Google Ads Campaign Structure for Rapid Growth

Want to see that explosive growth for your brand with Google Ads?

A solid campaign structure is key.

A poorly organised Google Ads account will not only waste your ad spend but also prevent you from optimising effectively.

In this article, we’ll explore how to structure your Google Ads campaigns in a way that maximises performance, minimises waste, and accelerates growth.

Whether you're new to Google Ads or looking to refine your strategy, these tips will help you create a more efficient, results-driven account.

1. Understand the Importance of Campaign Structure

Before diving into optimisation tips, it's crucial to understand why your Google Ads campaign structure matters.

A well-organized account leads to:

  • Improved targeting: Clear segmentation helps you target the right audience with the right messaging.
  • Better budget allocation: You’ll be able to allocate your budget effectively across campaigns and ad groups, ensuring optimal spend.
  • Easier optimisation: A logical structure makes it easier to track performance, spot opportunities, and scale successful campaigns quickly.

A messy or disorganised campaign structure leads to wasted spend and missed opportunities.

So, let’s break down the key elements that make up an optimized structure.

2. Set Up Separate Campaigns for Different Objectives

Google Ads allows you to choose between different campaign types, each designed for specific objectives.

Whether you want to drive traffic, generate leads, or increase sales, it’s crucial to align your campaign structure with your overall goals.

Here’s how to approach it:

  • Brand Awareness Campaigns:
    These should focus on top-of-funnel keywords and broad targeting to increase visibility. This type of campaign should be optimised for impressions or reach rather than conversions.
  • Shopping Campaigns: For ecommerce stores, Shopping campaigns are a must. They directly show your product images, prices, and titles in search results, driving more qualified clicks. Keep this separate from other campaigns to better track performance and adjust bids accordingly.
  • Search Campaigns: These are your standard campaigns for capturing high-intent search queries. Segment these by product category or customer intent (e.g., ‘Product A – Shoes’ vs. ‘Product B – Jackets’). Be sure to use ad groups with tightly themed keywords to maximise relevance.
  • Display and Remarketing Campaigns: These campaigns target users who have already visited your site or interacted with your brand. Separating them from cold traffic campaigns helps prevent audience overlap and allows for tailored messaging.

3. Organise by Product Category or Customer Intent

When structuring your campaigns, always align your ad groups with specific products or customer intent.

This level of segmentation allows for more targeted ads and higher relevance scores, which can improve ad quality and lower your CPC.

For example, if you sell a variety of clothing, create ad groups based on specific categories like “Summer Dresses,” “Men’s Jackets,” or “Winter Accessories.”

For even better results, break them down further based on user intent:​

  • Transactional Intent (High Purchase Intent): Ad groups for users searching for specific products or brands, like “buy red winter jacket.”
  • Informational Intent (Research Phase): Ad groups targeting users looking for product info, like “best jackets for winter.”

This strategy allows you to deliver highly relevant ads that speak directly to the user’s needs, leading to higher click-through rates (CTR) and conversions.

4. Use Keyword Match Types Strategically

Using the right keyword match types is crucial for controlling your budget and targeting precision. Here’s how to think about match types:

  • Broad Match: Best for capturing a wide audience and reaching new customers. Use sparingly for brand-new campaigns or if you’re testing new products.
  • Modified Broad Match: Offers a balance between reach and relevance, allowing for more specific targeting without being too restrictive.
  • Phrase Match: A more focused approach to capture traffic that is highly relevant to your products.
  • Exact Match: Use this when you want the most targeted clicks. It’s ideal for highly specific products or when you want to control your ad spend tightly.

For a fast-growing ecommerce brand, consider using Modified Broad Match to drive traffic and Phrase/Exact Match for scaling up once you know what’s working.

5. Leverage Ad Extensions for Higher Engagement

Ad extensions not only enhance the visibility of your ads but also give potential customers more reasons to click.

They take up more real estate on the search results page, increasing your chances of getting noticed.

Here are the key ad extensions to use:

  • Sitelink Extensions: Direct users to specific pages on your website, such as product categories or bestsellers.
  • Callout Extensions: Highlight your unique selling points, such as “Free Shipping” or “24/7 Customer Support.”
  • Structured Snippet Extensions: Showcase specific aspects of your products, like “Available in Sizes S-XL” or “Eco-friendly Materials.”
  • Price Extensions: Display your prices directly in the ad to attract users who are ready to buy.
  • Call Extensions: If you're a service-based business or want to drive phone inquiries, include a clickable phone number.

By using these extensions, you not only increase your ad real estate but also improve your CTR, which can ultimately lead to a better Quality Score and lower CPC.

6. Implement Smart Bidding Strategies

Once you have a structured campaign, it’s time to use Smart Bidding to further optimize your budget.

Smart Bidding strategies are based on machine learning, allowing Google to optimize bids in real-time based on conversion likelihood.

Some strategies to consider:

  • Target CPA (Cost-Per-Acquisition): This is ideal for maximizing conversions at a specific cost. Google will automatically adjust your bids to help you hit your target CPA.
  • Target ROAS (Return on Ad Spend): If your goal is to drive revenue, use this strategy to automatically adjust bids based on your desired return.
  • Maximise Conversions: If you're focused on volume, this strategy allows you to get the most conversions for your budget.

Start with a conservative bidding strategy and shift to more automated ones once you have enough conversion data.

This will help you scale your campaigns while staying within budget.

7. Monitor and Optimise Using Campaign Performance Data

Your work doesn’t stop after setting up campaigns.

Regular optimisation is key to maintaining high performance.

Review metrics like CTR, Conversion Rate, CPC, and ROAS to identify areas of improvement.

If you notice a campaign underperforming, consider the following:

  • Keyword Adjustments: Add negative keywords to prevent irrelevant clicks. Expand your keyword list with more long-tail keywords or terms your audience is searching for.
  • Ad Copy Testing: Regularly test new ad variations to see what resonates best with your audience.
  • Landing Page Optimization: Ensure your landing pages are optimised for speed, mobile, and conversion, with clear calls to action.

Use the data to refine your campaigns and adjust bids, targeting, and ad copy regularly to stay competitive and maximise results.

8. Scale with Caution

As your ecommerce brand grows, scaling your campaigns requires careful consideration.

It's easy to fall into the trap of increasing your budget without refining your structure first.

Instead, ensure your campaigns are performing well at smaller budgets before scaling them up.

Steps to scale effectively:

  • Increase Budgets Gradually: A sudden spike in budget can lead to increased costs and inefficiencies. Increase your budget incrementally to maintain control.
  • Expand Targeting: Once you’ve optimised your current campaigns, consider expanding your audience targeting, including new keywords, devices, or locations.
  • Replicate Winning Campaigns: If you have high-performing campaigns, replicate them with slight variations in product categories or targeting to reach new audiences.

Optimising your Google Ads campaign structure is not a one-time task; it’s an ongoing process that requires constant refinement.

By carefully segmenting your campaigns, using strategic match types, leveraging ad extensions, and implementing smart bidding strategies, you’ll be well on your way to scaling your ecommerce brand to reach your revenue goals.

Remember, as your ad campaigns grow, so should your optimisation strategies.

By building a solid foundation now, you’ll set yourself up for long-term, sustainable success.

If you want to larn more about our approach to Google Ads or need help growing your ecommerce business, we’re here to help.

Book a free Ecom Growth Call with us today, and let’s unlock your brand’s potential!

Thanks for reading! 
​Omar Juman 
​Co-founder @ Blue Drop Studio 

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