February 19, 2024

Google Ads Tips for Account Structure

Here are some best practices for Google Ads account structure, including choosing keywords, ad groups, campaigns, and landing pages:

Account Structure:

  • Keep it simple: Don’t overcomplicate things by creating too many campaigns or ad groups. Aim for a clear and manageable structure.
  • Use the “Golden Triangle” as a guide: Organize your account by campaign type, ad group theme, and keyword match type.
  • Focus on relevance: Group keywords based on a common theme and ensure your ads and landing pages are highly relevant to that theme.
  • Avoid budget limitations: Use automated bidding strategies (like Maximize Conversions) instead of budgeting by campaigns to optimize performance.

Choosing Keywords:

  • Start with high-intent keywords: Focus on keywords that indicate users are closer to conversion (e.g., “buy [product]” vs. “what is [product]”).
  • Use a mix of match types: Include broad match, phrase match, and exact match keywords to capture different search queries.
  • Negative keywords are your friend: Use negative keywords to prevent your ads from showing for irrelevant searches.
  • Regularly research and update: Stay up-to-date with search trends and add new relevant keywords as needed.

Ad Groups:

  • Theme is key: Each ad group should have a clear and consistent theme based on its keywords.
  • Aim for 10-20 keywords per ad group: This ensures tight ad relevance while still maintaining manageability.
  • Write compelling ads: Create multiple ads for each ad group, highlighting the unique value proposition.
  • Test different ad variations: Continuously test and optimize your ad copy for better performance.


  • Use different campaign types: Experiment with Search, Display, Shopping, and other campaign types depending on your goals.
  • Align campaigns with goals: Create separate campaigns for brand awareness, lead generation, and direct sales.
  • Target the right audience: Use location, language, device, and other targeting options to reach your ideal customers.
  • Monitor performance closely: Track key metrics like impressions, clicks, conversions, and cost per acquisition (CPA).

Landing Pages:

  • Relevance is crucial: Ensure your landing page is highly relevant to the ad and keywords that triggered it.
  • Offer a clear value proposition: Clearly communicate what you want users to do on the landing page (e.g., buy, sign up, download).
  • Optimize for conversions: Use strong calls to action, clear navigation, and persuasive copy to encourage conversions.
  • Test different landing pages: Continuously experiment with different landing page designs and elements to improve conversion rates.

Bhavesh Gudhka

Bhavesh Gudhka is an entrepreneur, digital marketing consultant, trainer, author and founder of Optron Academy. Bhavesh has more than 12 years of experience in IT, Web Development, Digital Marketing & SEO.

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