Now that automation in Google Ads is much more prevalent, what are some new considerations for the optimal account structure?
Over the years, a lot has been written about optimizing Google Ads account structures for maximum performance. Some classic structures are single keyword ad groups, product ad groups, and the location-based campaigns . But now that automation in Google Ads is much more prevalent, what are some new considerations for the optimal account structure? Here are three recommendations I want to share with you.
One, automation does NOT require you to restructure. There is a misconception that I want to address. Advertisers sometimes simplify account in the hopes of getting better performance after enabling automated bidding. They think that Google machine learning will learn faster if the account has fewer ad groups and fewer campaigns.
Turns out restructuring is completely unnecessary. The simple explanation is that Google machine learning learns from every single query regardless where the keyword is located.
Two: you need to measure CONVERSIONS correctly. Now that the machine makes bidding decisions in real time based on many intent signals, conversions being the most important amount them, we need to feed the machine with the good quality conversions data.. So, if anything we should devote more time to measuring conversions correctly. I have covered this topic in an earlier video.
Three, You should MONITOR automation for best results. More automation inevitable means less control. A good example of of it is closed variants of exact match keywords that Google doesn't allow advertisers to turn off.
As we all know, close variants mean that exact match keywords may now trigger ads for queries that are different from the keyword, so long as Google’s machine learning brain deems them to mean more or less the same thing. Unfortunately, this brain can make mistakes, which leads to underperforming campaigns, and it’s dangerous to run an account on autopilot in a world of close variants.
We either need to spend our time manually reviewing and vetting close variants or we should deploy simple automations that ensure they don’t drag down our performance.
They can be scripts that help us with manual query analysis, or even automatically add negative keyword when a closed variant shows low performance.
So, if you don't have to restructure things to make automated bidding work better, then what is the right structure? it depends on your business needs. I see many accounts where the campaigns are split by match type, product, budget, region, et cetera.
These strategies all have their merits and the key point that if it's worked for you so far, you don't need to change just because you started using automated bidding.
That's all for now. Let me know about any specific google ads questions you have, and i'll do my best to cover in in my future posts. Bye, See you later.