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Google Ads - Lesson 3 - Google Ads Account Structure
- Julianne Cosning
- Mar 8
- 6 min read
Updated: Apr 7
Google Ads is a powerful tool, but without proper organization, campaigns can quickly become unmanageable, inefficient, and expensive. A well-structured Google Ads account helps businesses:
Improve performance by grouping related ads and keywords together.
Optimize ad relevance to ensure ads match search intent.
Control budgets effectively by assigning different budgets to different campaigns.
Simplify tracking and analysis to measure which ads are generating the best ROI.
In this lesson, we’ll break down the structure of a Google Ads account, how each level works, and best practices for setting up an organized, high-performing ad account.
Lesson Outline:
Understanding Google Ads Account Structure
A Google Ads account is organized into four main levels, each with a specific function:
Account Level – The highest level where all settings, billing, and access permissions are managed (Filing cabinet)
Campaign Level – Defines the advertising objective, budget, and overall targeting settings (Individual drawers of the filing cabinet)
Ad Group Level – Contains related ads and keywords grouped based on a common theme (Folders inside the individual drawers of the filing cabinet)
Ad & Keyword Level – The actual ads that users see and the keywords that trigger them (Documents inside the folders that is inside the individual drawers of the filing cabinet)
A. Account Level: The Foundation of Your Google Ads Account
The Google Ads account is the top-most level in the structure and houses:
Billing Information – Where you manage payments and invoicing.
User Access & Permissions – Allows multiple users to manage the same account.
Linked Tools & Integrations – Such as Google Analytics, Google Tag Manager, and Looker Studio.
Best Practices for Account Management
Use business-specific email addresses instead of personal accounts.
Set up two-step authentication for security.
Link Google Analytics for better tracking and reporting.
B. Campaign Level: Defining Your Advertising Goals
A campaign represents the overall marketing objective, such as:
Driving sales (Sales Campaigns)
Generating leads (Lead Generation Campaigns)
Increasing website traffic (Traffic Campaigns)
Boosting brand awareness (Brand Awareness Campaigns)
Each campaign controls its own:
Budget – How much you want to spend.
Bidding Strategy – How you pay (CPC, CPM, ROAS).
Targeting Settings – Audience, location, and device preferences.
Best Practices for Organizing Campaigns
Create separate campaigns for different objectives (e.g., sales vs. leads).
Use consistent naming conventions (e.g., "Winter Sale - Search Campaign").
Set individual budgets to control ad spend across different campaigns.
C. Ad Group Level: Organizing Ads & Keywords
Ad groups contain related ads and keywords that share a common theme.
Helps increase ad relevance by grouping similar ads together.
Allows for more precise targeting to reach the right audience.
Example:
If an e-commerce site sells shoes, they might create different ad groups for:
Running Shoes Ad Group – Ads targeting people searching for sports shoes.
Formal Shoes Ad Group – Ads for customers looking for office shoes.
Sneakers Ad Group – Ads promoting casual wear shoes.
How Many Ad Groups Should a Campaign Have?
Minimum 3-5 ad groups per campaign to keep ads focused.
Each ad group should only contain tightly related keywords.
Best Practices for Ad Groups
Keep each ad group focused on a single product or service.
Use multiple ads per ad group to A/B test different ad copy.
Include negative keywords to avoid irrelevant clicks.
D. Ad & Keyword Level: The User-Facing Components
What Are Ads?
Ads are the actual content users see on Google Search, YouTube, Display Network, etc.
Search Ads – Text-based ads on Google Search.
Display Ads – Banner/image ads across websites.
Video Ads – YouTube ads appearing before/during videos.
Shopping Ads – Product listings with images and prices.
What Are Keywords?
Keywords are the words or phrases that trigger your ads when someone searches on Google. The match type determines how closely a search query must match your keyword for your ad to appear.
Broad Match:
Your ad may show for searches that include misspellings, synonyms, related searches, and other relevant variations.
Pros: Reaches a wider audience, discovers new search terms.
Cons: Can lead to irrelevant clicks and wasted ad spend.
Keyword Example: yoga mat
Possible Search Terms:
"exercise mats"
"pilates mats"
"cheap gym mats"
"yoga blocks"
"where to buy mats"
"how to clean a yoga mat"
Note: Google's algorithms have become very sophisticated, so broad match can pick up on search intent, even if the words aren't exactly the same. However, this also increases the risk of irrelevant traffic.
Phrase Match:
Your ad may show for searches that include the exact phrase, with additional words before or after it.
Pros: More targeted than broad match, captures variations of the phrase.
Cons: May miss searches that insert words within the phrase.
Keyword Example: "best yoga mats for beginners"
Possible Search Terms:
"reviews of best yoga mats for beginners"
"best yoga mats for beginners on sale"
"where to buy best yoga mats for beginners"
"affordable best yoga mats for beginners"
Not Possible Search Terms:
"best yoga mats beginners recommend" (words are inserted in the middle of the phrase)
"yoga mats best for experienced beginners" (word order is different)
Exact Match:
Your ad may show for searches that exactly match the keyword, or are close variations of that exact keyword, like misspellings, singular/plural forms, abbreviations, and acronyms, and other close variations with the same meaning.
Pros: Highly targeted, minimizes irrelevant clicks.
Cons: May miss potential customers searching for related terms.
Keyword Example: [buy non-slip yoga mat]
Possible Search Terms:
"buy non-slip yoga mat"
"buy non slip yoga mats"
"buy nonslip yoga mat"
Not Possible Search Terms:
"buy non-slip exercise mat"
"where to buy non-slip yoga mat"
"non-slip yoga mat reviews"
Best Practices for Ads & Keywords
Write compelling ad copy with a clear call to action (CTA).
Use different ad variations to test which performs best.
Regularly review keyword performance and adjust bids accordingly.
E. How to Properly Structure a Google Ads Account
Now that we understand the individual components of a Google Ads account, let's put it all together. Proper account structure is not just about organizing; it's about creating a system that maximizes efficiency, relevance, and ROI.
1. Start with a Clear Objective:
Define Your Goals: Before creating any campaigns, clearly define your advertising objectives. Are you aiming for sales, leads, brand awareness, or something else?
Align with Business Strategy: Ensure your Google Ads strategy aligns with your overall business goals.
2. Map Out Your Campaign Structure:
Campaign Segmentation:
Separate campaigns based on different product/service lines, geographical locations, or marketing objectives.
For example, an e-commerce store might have separate campaigns for "Men's Apparel," "Women's Apparel," and "Summer Sale."
Separate Campaigns based on campaign type. (Search, Display, Shopping, etc.)
Logical Naming Conventions:
Use consistent and descriptive naming conventions for campaigns and ad groups.
This makes it easy to navigate and manage your account.
Example: "US - Men's Shoes - Search" or "EU - Summer Sale - Display"
3. Build Tightly Themed Ad Groups:
Keyword Grouping:
Group similar keywords into ad groups based on specific themes.
This ensures that your ads are highly relevant to the search queries.
Ad Relevance:
Create ads that are directly related to the keywords in each ad group.
Use the keywords in your ad copy to improve relevance and Quality Score.
Landing Page Alignment:
Direct users to landing pages that are relevant to the ad and keywords.
Ensure a consistent message from the ad to the landing page.
4. Implement Comprehensive Keyword Strategies:
Keyword Research:
Conduct thorough keyword research to identify relevant search terms.
Use keyword research tools to find high-volume, low-competition keywords.
Match Type Strategy:
Use a mix of match types to balance reach and relevance.
Start with phrase and exact match keywords and gradually expand to broad match with careful monitoring.
Use negative keywords from the start.
Negative Keywords:
Implement negative keywords at the campaign and ad group levels to prevent irrelevant clicks.
Regularly review search term reports to identify and add new negative keywords.
5. Craft Compelling Ads:
Ad Copy:
Write clear, concise, and compelling ad copy that highlights your unique selling propositions.
Include a strong call to action to encourage clicks.
Ad Extensions:
Use ad extensions (e.g., sitelinks, callouts, structured snippets) to provide additional information and improve ad visibility.
A/B Testing:
Create multiple ad variations and use A/B testing to identify the best-performing ads.
6. Monitor and Optimize:
Performance Tracking:
Regularly monitor campaign performance using Google Ads reports.
Track key metrics such as clicks, impressions, conversions, and cost per conversion.
Data-Driven Optimization:
Use data to identify areas for improvement and make necessary adjustments.
Optimize bids, keywords, and ad copy based on performance data.
Regular Audits:
Perform regular audits of your account to ensure that it remains organized and efficient.
By following these steps, you can create a Google Ads account that is organized, efficient, and effective in achieving your advertising goals.
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