Which of the most popular Google Ads structures should you pick?

What is Google Ads' campaign structure, and why is it crucial?

A crucial component of managing and optimizing Google Ads is campaign structure. It could mean the difference between a campaign that is successful and one that fails to provide the required outcomes. You can accomplish your objectives, increase your ROI, and save time with a well-structured campaign.

It is important to understand that there is no "one size fits all" approach to campaign organization. The majority of PPC practitioners use various types of structures. The particulars of the campaign as well as your choices as a manager may determine which one to apply to an account or client.

Why is it crucial to adopt the appropriate structure for your account, then? Due to the fact that you will have more control over how your advertisements are shown in accordance with the various terms set on your Google Ads account. Consider not knowing which ad group will be activated for a particular term or keyword. That would be difficult to control and result in the loss of money and clicks.

Let us now evaluate the most common campaign structures, as determined by Google Ads professionals.

SKAG Organization

Single Keyword Ad Group, or SKAG, stands for the idea that each of your ad groups would focus on just one keyword. Which kind of match will you now employ for that keyword?

The majority of individuals prefer to combine SKAGs with an Alpha/Beta Structure. The Alpha campaign is typically one where you use exact match for your Single Keyword Ad Groups (i.e., one keyword) and it runs concurrently with the Beta campaign, where you use phrase match for many groups (whether they are SKAG or not).

Keep in mind that a prior post covered all the details of keyword match types.

Cons and Pros of SKAG

The main benefit of SKAG is that you are more likely to have high click-through rates (CTRs) because you are concentrating on very specific terms. Your ad copy will be customized for the sole keyword that will cause your ads to appear (and if you do not get good results the first time you write copy for that keyword, it is relatively simple to optimize). Your Quality Score will most likely increase as a result of all of this.

On the down side, if you want to target a lot of keywords in this way, it will quickly become difficult to maintain, and you may find that you end up spending more time than with other ways, just managing the tangle of ad groups.

Therefore, we would only advise using this strategy if you believe that the volume of targeted keywords would eventually be manageable.

Hagakure Campaign structure 

Hagakure, a technique for structure your campaigns based on large amounts of data, frequently entails employing landing pages rather than keywords as the foundation of your framework.

Everything about Hagakure—including what it is, when to use it, how to move your campaign to Hagakure, and what manual work remains after the move—is covered in our series of postings on this blog. Anyway, the overall picture of its benefits and drawbacks is shown here.

Cons and Pros of Hagakure

On the one hand, the setup is simple and straightforward. On the other hand, it requires faith in Google algorithms to comprehend your website and send relevant queries to each page. You will need sufficient data and a well-structured website for that.

Avoid using Hagakure if your campaign is modest or you believe it will not produce enough impressions.

Match type structure 

Create duplicate ad groups, one for each keyword match type, using the match type structure, also known as match type mirroring. In order to target the principal terms or ideas in which you are interested, you may construct a campaign and include an exact match ad group, a phrase match group, and a broad match group.

Because you can fairly much predict that exact match groups will perform better while phrase and broad match groups will not perform as well, this will increase the efficiency of your account and allow you to take immediate action on anything that jumps out:

Is a good word converting for the general or phrase groups? To precise match, move it. Even in the low-performing groupings, several terms stand out as obvious underperformers. Add them to the negative keyword list.

All of this will enable you to regulate your CPCs by ad group, which will enable you to manage your keywords' negativization and save you time and money.

Benefits and Drawbacks of Match Type Structure

Positively, even for large campaigns, it can be simple to handle. You can divide your campaign into more manageable chunks by creating different ad groups for the same keyword with particular match kinds.

Cons:

Unless you are a pro and effectively employ custom rules, scripts, etc., you still need to find out how to not overspend on the phrase and board match groups, which typically involves spending a lot of time on top of them. Your entire campaign structure could fail if you overlook something or make a mistake there. Therefore, perhaps the Match type structure is not appropriate for individuals who are new to Google Ads.

Conclusion:

Not sure of the best method to use when it comes to campaign structure? Concerned that there may be too much manual labor and micromanagement? Leave the hard work of administering your Google Ads campaign to OrbitalAds, a platform powered by NLP and AI.