Adwords campaign structure plays a significant role in how a campaign performs.
But two other key areas to consider while deciding on the structure are:
How they are likely to evolve in the coming months/quarters/years, as more products or services are added.
The degree of control over-optimization, especially when it comes to scaling up the number of campaigns.
While ROI drives most campaign structures like the popular Alpha-Beta Campaign Structure, scalability and the degree of control so as to not to get overwhelmed with daily account management are also important. Or this might end up hurting the overall ROI in the long run.
Given below is a way to structure campaigns, where the business is advertising similar/same product in multiple cities/locations. This means most of the keywords and ad copies are likely to be similar. Regular account management tasks like search query optimization, bidding, and ad copy testing would also follow a similar pattern.
|Device||Match Type||Bidding||Performance based optimisation||Campaign groups based optimisation|
|Desktop||BMM||Lower than its exact match version||Performance based optimisation||Campaign groups based optimisation|
|Desktop||Exact||20% higher than above||Performance based optimisation||Campaign groups based optimisation|
|Mobile||BMM||Lower than its exact match version||Performance based optimisation||Campaign groups based optimisation|
|Mobile||Exact||20% higher than above||Performance based optimisation||Campaign groups based optimisation|
In a nutshell, such a campaign structure allows you to take care of the following variables:
Device: Exclude Desktop from Mobile campaign and vice-versa
Match Type: BMM for high-traffic, low-converting but high volume keywords, Exact campaigns for high-converting, high-CPC, but medium to low traffic keywords.
The next step is to raise bids for Exact by about 20% so that they are more likely to trigger than the BMM variant of the same keyword for that exact phrase. (Adding exact as negative in BMM is also not a bad idea)
Next, Group campaigns by themes – and easily optimize at scale. You are likely to have similar search terms from similar campaigns-device-keyword match type patterns, even if they are targeting different cities.
Split-test ad copies in a similar manner at scale.
Bid management can also be synchronized across similar campaign theme groups.