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A foundation for success: How to structure your Google Ads account for growth on Search

Back to all resources

A foundation for success: How to structure your Google Ads account for growth on Search

Key takeaways

Every search on Google is unique, with each of these fragmented moments of intent generating an enormous amount of data. Demographics, device, language, keywords — it’s almost impossible to process this amount of information manually.

Fortunately, with machine learning, the opposite is true: the larger the data volume, the faster the learning. Not only will incorporating automated solutions make for a simpler, easier-to-manage account structure, the solutions themselves will perform better as a result.

Though there’s no one-size-fits-all approach, here we look at four key machine-learning-based actions that all advertisers with a focus on performance should apply.

1. Automate your bidding

2. Consolidate your traffic

3. Grow your coverage

4. Optimise your creatives

Why is machine learning key to successful campaigns on Search?

With the help of machine learning, you can simplify your Google Ads account. Whereas advertisers in the past may have relied on complex and time-consuming segmentation to drive results on Search, with automated solutions, larger volumes of data and less segmentation provide richer insights and performance optimisation.

Reducing complexity of campaigns also saves valuable time, enabling teams to focus on higher-value, more strategic tasks instead.

What are the key features of a Google Ads account structured for performance on Search?

Every business is different, so your Google Ads account structure should be custom-built and tailored to your business goals.

Your bidding strategy, ad groups, and creative will all determine your level of segmentation and account structure, but the optimisations detailed below will help drive campaign performance on Search for the vast majority of businesses.

Ad groups

A group of one or more ads that share similar targets, grouped by theme to make management and budgeting easier.

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1. Automate your bidding

In the past, advertisers had to employ a manual, highly granular approach, keeping track of numerous keywords and frequently bidding differently on each one.

Smart Bidding, on the other hand, is a set of automated bid strategies that open the door for simplified account structures. The strategy uses historical search behaviour and contextual factors such as device, location, and first-party audiences to adjust its estimations in real-time, at each auction — predicting the likelihood of a conversion and increasing your bids accordingly.

By tracking consumer actions on your site and then implementing Smart Bidding to drive those actions, you’ll be able to focus on fine tuning the content of your ads and landing pages.

2. Consolidate your traffic

In general, machine learning needs volume as well as variety to learn faster and deliver better results. Unnecessary traffic segmentation can impact the performance of automated tools and the outcome of your campaigns, as well as make your account structure overly complex.

Basing your campaigns on excessively granular segmentation — for example, on audience, device, or keyword match type — will reduce the traffic volume per campaign and ad groups, slowing down the capability of machine learning to review your ad performance.

Instead, base your campaigns on clear business objectives, moving to larger volume ad groups. That way, you can maximise your impressions at ad group level, reaching a better conversion volume per campaign and benefitting from a simpler account structure with less room for error.

Dynamic Search Ads

Ads that use the content of your website to automatically create tailored search campaigns, targeted at customers looking for exactly what your business offers.

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3. Grow your coverage

Broad match type is getting smarter. In the past, the risk was that a broader approach to keywords might mean less relevance — but with machine learning now able to factor in numerous intent signals, broad match is better at distinguishing as finely as the difference between someone searching for a ‘rose’ flower and ‘rose’ wine.

Use this to your advantage by simplifying your keyword list, using single broad match keywords to cover the same traffic as many phrase match keywords. Broad match allows you to cast a far wider net on queries — then, by combining with Smart Bidding, you can ensure you’re only going after the right searches for your business, with the right bids.

Likewise, by utilising Dynamic Search Ads in your targeting strategy, you’ll be able to grow your reach. Not only are 75% to 85% of search terms targeted by Dynamic Search Ads new and incremental, but they also generate a 30% lower average cost per sale compared to generic Search traffic.

Match types

Exact match queries and phrase match queries target phrases that align closely with your chosen keywords, while broad match queries show more general searches related to your keywords.

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4. Optimise your creatives

Maintaining relevance between search queries and the content of your ads is key to campaign success. Here, integrating machine-learning solutions into your account structure can help.

With the maximum number of creative assets and formats possible — as well as well-crafted, relevant copy — you can let Responsive Search Ads and other dynamic features get to work. These give machine learning the widest possible pool of assets to craft more effective headlines and calls to action and drive better performance.

For example, tie creative to searches using dynamic keyword insertion, which automatically updates your ad text to include any of your keywords that match a customer’s search terms. Or use Countdown functions to build anticipation by highlighting a deadline or time-specific offer in your search ads.

With the progress of automation, it’s here that advertisers will see their hard work pay dividends. Rather than granular keyword management, cost-per-click analysis, and manual segmentation, ensuring your ads, apps, and landing pages have great copy and creative will allow machine learning to tell your brand’s story in the best possible way.

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