Ad Group Structure for Google Ads: Organising Your Australian Campaigns Effectively

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Interested in launching Google Ads in Australia? Wondering what you need to keep in mind in order to effectively target Australian users and businesses? Consider this article your one-stop solution on how to organise your Australian campaigns effectively and how that plays a bigger role in growing your ROAS, quality score and much more. Here’s what you need to know. 

The secret of success for your Google Ads campaign hinges on how well it’s structured. Effective organisation allows for more targeted ads, more controlled budgets and better overall ROI. For that reason, understanding how the Google Ads group structure works and mastering organisation is crucial for Australian businesses who want to make the most of their online advertising efforts. Let’s look at each major question in turn: 

What is Ad Group Structure? 

At its core, the Google Ads group structure is the way in which your ads and keywords are organised within a campaign. Think of a campaign as a tree. The trunk represents the campaign itself, while the branches are your Google Ads ad groups, each containing a set of related keywords and ads tailored to a specific audience or product category.

Having a well-organised ad group structure helps ensure your ads will be shown to the most relevant audience. It also helps your brand deliver a consistent message, helps you optimise your targeting and is a more efficient use of your advertising budget

How Do You Organise Ad Groups?

Organising your Google Ads groups is effectively like laying the foundation of a building. If you do it right, everything else that follows is much more solid and efficient. Here are some Google Ads effective tips for organising your ad groups:

Segment Keywords Based on Themes

For example, if you’re selling shoes, you could have separate ad groups for “men’s shoes”, “women’s shoes” and “children’s shoes”. 

Match Types

Differentiate your ad groups based on keyword match types like broad, phrase or exact. This also helps you better control and optimise your budget. 

Single Keyword Ad Groups (SKAGs)

These are ad groups with only one keyword. This lets you create ads and landing pages that are highly targeted, which can in turn lead to higher conversion rates.

Keep in mind that there is no right or wrong way to go about organising your ad groups and much of it will depend on your preferred style of organisation. 

How Many Ad Groups Should I Have Per Campaign in Google Ads?

Just like with how you choose to organise your Google Ads, there is no one size fits all answer to how many ad groups you should have per campaign. The number of Google Ads ad groups within a campaign will vary based on your business needs, your products or services, the audience you’re targeting and so on. Some campaigns may have just a few ad groups, while others might have several.

However, a good rule of thumb when choosing Google Ad group structure is to ensure that each ad group remains both specific and manageable. This means that keywords within an ad group should be closely related, making ad copy and landing pages more relevant as a result. 

How Do I Manage Ad Groups in Google Ads?

Managing an ad group involves several steps that you’ll need to keep in mind, including:

Regular Monitoring: Keep a close eye on your performance metrics so that you can see which ad groups are doing well and which ones need a little more tweaking. 

Optimisation: Adjust bids accordingly based on their performance. Ad groups that are performing well can be allocated a higher budget.

Refinement: Over time, some keywords might become obsolete or irrelevant. Regularly update your ad groups by adding in new keywords and removing the underperforming ones. 

Testing: Split testing (A/B testing) can provide you with clearer insights into what’s working and what isn’t. By testing different ad copies or landing pages.

Setting up a Google Ad group doesn’t have to be something that’s “set in stone”, as you’ll go back and optimise and change it over time. This is especially true as your targeting becomes more precise and defined, and your business focus shifts to cater to the needs of your customers. 

Why is Google Ads Account Structure So Important? 

A well-thought out and well-planned Google Ads account structure, including a clear AdWords group structure, is akin to having a well-organised library. It allows for:

  • Efficient Navigation: An organised account means you can quickly locate and modify campaigns or ad groups as needed.

  • Optimised Spending: By segmenting campaigns and ad groups effectively, you can be smarter with your ad spending and allocate your budget more efficiently.

  • Targeted Advertising: Proper segmentation ensures that your ads reach their target audience, helping to boost your conversion rates.

  • Easier Reporting: Having an organised structure makes it easier to generate and understand performance reports, which in turn has a ripple effect on your decision making. 

Which is the Best Google Ads Structure and When to Use One?

The best Google Ads structure depends on the nature and goals of your business. However, when selecting group structure in Google ads, keep the following in mind: 

Simple Structure: Ideal for small businesses that have a limited range of products or services. This involves a handful of campaigns with even fewer ad groups. 

Complex Structure: Suitable for larger businesses with a wide range of offerings. A complex structure involves multiple campaigns, each broken down into several thematic ad groups. 

SKAGs Structure: Best for targeting specific keywords with high conversion potential. It ensures high relevance and can lead to better Quality Scores. 

As you can see, defining your business goals while taking the different structures and optimisation strategies into account, is crucial for getting the most out of your optimisation efforts. You may even find that starting out with a simple structure, and then moving to something like a SKAGs structure over time as your business grows is a smarter option as it helps you scale your ads alongside your business. 

What if I Need More Help Setting Up My Google Ads Campaigns?

You’re in luck! With our extensive expertise and experience in working with Australian businesses to set up Google campaigns, including structuring Google Ad groups, we’ve created several resources to help you get the most out of your Australian Google Ad campaigns! Be sure to check out our Campaign Checklist before you launch, or our Beginner’s Guide if you’re just now starting out. We’ve also laid out many of the most common mistakes that advertisers make when launching Google Ads. 

We invite you to browse our complete library of guidance and tips to optimise your Google campaigns for maximum conversions. And if you’d like to have an expert Google Ads agency on your side to manage your Google Ad campaigns for you, be sure to connect with us to learn more about how our experienced team can help you maximise your growth and gain more visibility on Google using paid advertising! 

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