Some interesting aspects to consider: include the network for which the campaign is suitable (search, display, shopping, youtube, gmail ads…), the gender of the audience we are targeting, country/market, whether we are bidding on generic terms or pure brand terms, etc.
In other words, it is important to take into account all the information that will allow us to optimize more quickly and efficiently, keep our campaigns under better control, prepare reports more easily, and more.
Let’s see it with an example, imagining that we are zalando we could have these campaigns:
example of naming conventions for google ads campaigns from zalando
it would be interesting if we could make a small table containing the meaning of all these nomenclatures so that our entire team could work in accordance with them, respecting and understanding them.
1.2 website structure as a guide
it can be extremely useful, and it is a good practice, to use the website as a reference when designing and structuring our campaigns.
Let’s continue imagining that we are zalando and denmark phone number list we have to implement the campaign structure for our ecommerce.
Structuring google ads campaigns
let’s stop and analyze the situation.
We have four sexes and four main categories, so an interesting approach is the combination of sexes + categories, having something like:
shoes – men; shoes – women; shoes – boys; shoes – girls.
Clothing – men; clothing – women; clothing – boys; clothing – girls.
why separate boys and girls and not what is content monetization treat them as one sex?
It is interesting because the website is divided in this way, which means that there are different landing pages for boys and girls and we can refine the user’s search much more.
The idea we should take away from this is: looking at the structure of the website is the best way to get it right when dividing our campaigns appropriately, although there are exceptions.
From the above, it is important to pay close attention to the web structure and, based on this, define our campaign grouping.
we would have to consider
what strategy we would follow for the rest of the possible categories that we are not considering.
For example, we have a brands menu, which would allow us to create a campaign for:
zalando + tommy hilfiger; zalando + pepe jeans; zalando + versace…
You might be wondering: do i run one campaign per brand or do i create a single campaign for all brands where each of them is an adgroup?
Let’s see it below.
1.3 campaigns vs. Ad groups
if I’ve learned anything over the past few years cxb directory working in sem, it’s that spending some time thinking about how to structure our campaigns is definitely worth it.
To do this, it is very important that we know the difference between a campaign and an ad group:
the campaign allows us to group the different ad groups that we have created.
In turn, an ad group is primarily a grouping of keywords and ads.