Account Structure for SEM
The account layout refers to the way the search engine marketing strategies are structured and configured. It organizes pertinent themes and keywords into campaigns inside your account. This Google map illustrates the account structure’s hierarchy.
Campaigns: As the account’s highest level, each campaign has its own distinct objective, budget, bid plan, and targeting settings. Campaigns are often used to group accounts together around broader topics such as particular goods, programs, target demographic types, or promotions. For instance, a network that connects virtual assistants with clients can run two campaigns: one to attract virtual assistants and another to attract virtual assistants.
Ad Groups: Inside a campaign, ad categories are used to segment the campaign into even more detailed themes. Most ads have a limited number of ad groups, and it is advised that no more than seven to ten ad groups be used per campaign. For instance, a campaign aimed at virtual assistants may have two ad groups: one for part-time virtual assistants and another for full-time virtual assistants.
Keywords: Each ad category has its own collection of target keywords and advertisements. The keywords and ad copy are tailored to the ad group’s specific demographic and style. It is advised that each ad category contains two or three ads and no more than twenty keywords. For instance, the ad group targeting full-time virtual assistants may generate advertisements and use keywords that speak specifically to virtual assistants seeking full-time jobs, while the ad group targeting part-time virtual assistants may target keywords and use language referring to part-time work.