This business sells shoes of all kinds and sorts, it has a very wide selection. Let’s go back to our example business - the shoe online retailer servicing the USA. If campaigns were associated to location and device, ad groups are associated to the business products and/or services offered. Luckily, this is a very easy change - albeit, somewhat hidden. Since we are creating one campaign per state per device group, one for computer/tablet and another one for mobile, it’s important to make the necessary adjustments so the campaign targeting mobile does not appear when users search for our keywords in computer/tablets devices and vice versa. The former is quicker, but you can certainly do the same as well with the latter. You can easily create 100 campaigns through the AdWords Editor tool or via the AdWords web interface. Spending five, six hours creating the proper AdWords campaign structure pays off big time. Since we have one campaign per state, we can create one ad copy mentioning the name of each and every one of them, increasing click through rate, which increases overtime the quality score, which lowers the cost per click. The reason being is that you can create ad copy targeting that location, and that location only. You may ask yourself whether creating 100 campaigns is a bit too much - after analyzing thousands of AdWords accounts, we have come to the conclusion that this campaign structure is the one that yields the best results - by far. We want to make sure we have full control over each dimension - namely, location and device. We would want to create one campaign per state and additionally, split each of them into two campaigns - one for computer/tablet devices and another for mobile devices. Say our business sells shoes online and ships all over the USA. Let’s start! It’s worth highlighting that leveraging the free tool Google AdWords Editor comes in handy when it comes to applying the structure we recommend and suggest. A proper structure has been proven to lead to a greater return on investment.īelow you will find a best in class guide to structure your campaigns, ad groups, keywords and ad copies. Not all structures will lead to the same degree of success. You can structure your AdWords account however you want, you choose. You can split them into specific categories, or you cannot. You can create one of each, or you can create one thousand. And the same goes for the ad group, keyword and ad copy levels. When it comes to building your AdWords account resouces, you can create one campaign or one thousand. Google AdWords takes many account structures, many ways to do the same - in another page, we go over how AdWords works in a more general way. All in all, AdWords Editor should satisfy the requirements of most experienced users.Perfect - now that we know what products are advertisable, let's continue with the best structure to apply to the campaigns. It does not put a strain on computer performance, thanks to the fact that it runs on a low amount of CPU and RAM. The tool comes packed with a wide range of options and customization preferences dedicated to creating and managing Google ad campaigns. Information can be backed up and exported to file. In the following stages, AdWords Editor lets you set up and modify keywords, make multiple changes simultaneously, add text ads, dynamic search, product listing, image, WAP text or WAP image ads, organize ad groups, point out placements, audiences, the gender and age, and so on. Multiple campaigns can be updated at the same time. It is possible to replace or append text, change the capitalization, add comments, indicate location extensions, as well as configure dynamic search ads, among other features. So, you can populate the list with CPC and CPM campaigns, as well as edit their properties when it comes to the campaign name, type, search partners, budget, status, ad rotation, start date, language, mobile bid adjustment, devices, delivery method, exact and phrase matching, and more. Resort to an extensive set of tools for online advertisement It is possible to create a list with multiple entries. The UI is user-friendly, represented by a normal window with a well-structured layout, where you can get started by adding Google accounts. Clean interface with approachable options It provides a desktop client that you can use to add and manage multiple accounts, as well as administer ads, ad groups, targets, extensions and campaigns. AdWords Editor is a software application that enables you to better manage advertising campaigns on Google.
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