Set Up The Right Account Structure of Your Brand

Set Up The Right Account Structure of Your Brand

Something you want to get right when you start with Keyword Advertising is to get your account set up correctly. (The following is based on Google Ads structure, but Bing Ads works in a very similar way.)

Working out your Campaign strategy has started the process of how to structure your account. A few other things to bear in mind:

Campaign structure

Each strategy should be in a different campaign. Being able to see all your strategies at campaign level means you can quickly see which aren’t meeting targets and decide where to focus your optimisation.

If you’ve got Adgroups for multiple strategies in one campaign, the ecommerce agency is going to spend a lot of time compiling reports to work out things that, with a bit of forethought, you can get with one click.

You’re going to be checking on your Keyword Ads at least once a week to see what needs optimising. Setting your account up in the right way makes this a lot easier – easier to quickly see which areas need your attention, and easier to make the right changes.

Campaign-level only settings

There are certain critical settings that can only be set at the campaign level, or which make life a LOT easier if you only ever set at Campaign level.

These change from time to time – so double-check them before making the decision – but broadly include:
-budgets (how much you’ll pay per month/day),
-devices you’re targeting (mobile? desktop?),
-type of campaign (keywords, shopping, content network, etc.),
-geographic targeting.

Adgroup structure

Campaigns should be structured to make the account easier to manage; Adgroups should be structured to maximise performance.

Each Adgroup should be full of very similar keywords that can all use the same ads and link to the same landing page. This makes the account much easier to use and to optimise and also increases our quality score (which brings costs down).

The Quality Score (QS) is used by Microsoft and Google to assess the quality of your adverts. It is a score out of 10, given at keyword level; 10 is best and to get 10, your keywords, ad, and landing page need to be in harmony.

Quality Score helps to determine where your ads appear, so a good QS means you will get a higher position (and more traffic) for less money.

A strong Quality Score is really important if you want to get the most traffic and best-quality traffic with your click budget. All the optimisation tactics we are discussing in this chapter support improving your QS.

It all starts with Adgroups set up well. Now that you’ve worked out what your structure is going to be, it’s time to start getting everything set up. The next two sections focus on the bread and butter of your Keyword Advertising campaigns – Keywords and Adverts.


Which keywords you chose and how you use them is a big part of how successful you will be on Adwords. After all, it’s the keywords which determine who gets to see your ads.

Above we looked at how best to group them in Adgroups, but how do you select them in the first place? There are 10,000s of keywords you *could* bid on.

Start small: As tempting as it is to set up hundreds of keywords and turn them all on, I recommend starting small and expanding the list of keywords as the results come in. ‘Following the money’ by building out the keyword areas that show the most potential.

The good keywords you find should either be added into the Adgroup (for example thin bedroom wardrobe) or be added to a new Adgroup all on their own (if one of the keywords was narrow wardrobe, that would be added to a new Adgroup all about narrow wardrobes).

If the thin wardrobes Adgroup performs well, you’d create new Adgroups with keyword groups that focus on other features of the thin wardrobes. Maybe a set for each wardrobe width (30cm wardrobe, 50cm wardrobe, etc.), or a set to focus on finishes (thin pine wardrobe, thin oak wardrobe).

If the Adgroups about your thin wardrobes don’t work well, move on to do the same thing with another product. By starting small, you are able to make decisions based on actual performance data. Because it’s a small list of keywords, you’ll be spending less money and have more time to optimise.

Control your negatives: When looking at the search terms report, you’ll also see completely irrelevant search queries. Negative keywords are how you fix these errors and avoid spending money on clicks from people not looking for your products.

Rather than add the whole of each search query to your negative keyword list, try to add individual words that will eradicate a whole host of irrelevant search queries. With the above, I’d add free and Narnia; that way, our ads won’t appear in front of anyone using a search query that includes either free or Narnia.

You’re going to add most of your negative keywords at Adgroup level, but some negative keywords deserve to be used across your whole account (free is a case in point). In this case, add it at the Campaign level, and don’t forget to add it to all campaigns.

Check for negatives daily when you first put keywords live, and weekly after that. Split out brand: One of the oldest questions in PPC is this — should you bid on your own name? The short answer is yes.
-Being in first position and having the paid ad gives you much more of the screen, thus increasing the chances of being clicked on.
-Some people click paid ads; some click non-paid.
-It’s not very expensive – you should be paying a lot less than 10p per click and the ROI should be huge. So, it’s a fairly cheap insurance policy to make sure your customers find your website.

But if you are going to bid on your brand terms, do it in a separate campaign and report on it separately. A brand campaign will often have a CPA under £1 – that’s a phenomenally good performance. You don’t want that making your overall results look better than they are.

The keywords in your brand Adgroup should include your brand name, your website address, and common misspellings: both phonetic and typos. At ecommerce developer singapore MasterPlan, we bid on keywords such as: ecommerce masterplan, e-commerce masterplan, ecommerce blueprint, ecmp, Chloë thomas, etc.

Try to keep brand terms out of your non-brand campaigns. If you see them coming up in the search terms report, then it may be worthwhile adding your brand as a negative to those campaigns and creating a separate campaign to focus on {brand name} {product category} keywords.