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AdWords tips & tricks: advanced account structure

One often overlooked component of AdWords campaigns is the account structure. Which keywords should be bundled together in an ad group? What ad groups should make up a campaign? These are important questions to answer, especially when it comes to settings made at the campaign level.

Ad extensions and location targeting can play a major role in the success of your account. AdWords accounts can have a dozen ad groups per campaign. Others call for only one ad group per campaign.

Regardless of how you structure your campaign, pay close attention to the labeling of ad groups and campaigns within AdWords. The correct labeling can help you segment data directly in AdWords and provides insights without generating spreadsheets in the Client Reporting tab.

The following AdWords account uses each campaign to target a different metro. Ad groups are not only segmented by keyword grouping, they are also broken into “Local” and “General.” This allows you to instantly pull how keywords with locations are performing from non-location keywords.

To filter out the local search terms, click on the Ad groups tab and apply the following filter:

Including “- ” will ensure that you are including an ad group label. This helps when you are using state abbreviations such as “MI.” Otherwise you’d be pulling all ad groups that include “mi.” Scroll to the bottom of the report to see the data from the filtered set of ad groups.

In this next AdWords account, each campaign only has one ad group. This is so a unique set of site links can be assigned to each ad group. If you wanted to see how all admissions keywords were performing for the entire account you could create an “Admissions” filter.

This last example has several location labels within each campaign. The basic structure is what cities the campaign is targeting, followed by the state, and lastly the region as designated by the client.

This AdWords account uses a two-letter abbreviation (MN) for the state and a three letter for the region (MIN). This structure allows data to be filtered by state to see how each compares, but also makes it easy to report region by region per client requests.

Ad group and campaign labels when used with the filter function can increase the speed of reporting. It also helps pull data quickly while in client meetings. Experiment with what works best for you and each of your accounts. Happy labeling!

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