In my previous blogs I have given small tutorials on how to link your AdWords account to your Google Analytics account and vice versa. This month, I will be digging deeper into AdWords accounts themselves and reviewing what the industry are saying about account structure and letting you know my thoughts on the matter.

There are many blogs out there about how you should and shouldn’t structure your AdWords account; should you use BMM and Exact match? Phrase, Exact and BMM? Phrase and Exact? Or BMM and Phrase? Once you have decided this, there is then a decision to be made as to whether to put all your match types in one ad group or split them out into individual ad groups? All these blogs telling you different things can be very confusing, there’s so many choices!

I have seen a blog for every strategy under the sun claiming each different way to be “the best”.

Unfortunately I’m not going to tell you which structure is the best, because the honest answer is, I don’t know myself. I have tried and tested a number of different ways of setting accounts up and have found that most of them work. I am unable to compare the different structures because I have used each of them on different accounts, with varying budgets and varying industries.


Having said this, there are a few simple rules that I believe everyone should follow, these rules themselves will help you run a successful AdWords campaign, no matter what match type structure you opt for.

Rule 1. Make sure it is easy to distribute your budget to the different sections of your business. This might mean putting the different services of your business into their own campaigns. If you’re not sure what campaigns to split your account into, look at your websites structure and use the different categories or subject titles as campaigns.

Rule 2. Continually manage the bids and don’t set one bid for every keyword. Make sure you are getting a good price for each keyword and that you are showing in a position you can afford and that you are happy with. The higher position your ad shows in, the higher your Click Through Rate (CTR) will be, and this will help boost your keywords quality score.

Rule 3. Make sure you break your keywords down into relevant ad groups so that you can put the keyword in the display URL of the advert as well as in the headline. This will again help improve keyword quality score.

Rule 4. Make sure all your adverts are going to the most relevant page on your website (don’t just land everyone on your homepage). If you don’t have a page that is relevant then you need to ask yourself if it is worth bidding on these keywords. If it is, build a landing page for them. If this is not possible, it is probably best not to advertise on Google AdWords; the chances are your keyword quality score will be so low and the cost per click will be so high, that you’re not actually going to make any money.

Rule 5. Negative keywords; a must if you want your campaign to be profitable. You need to be constantly adding negative keywords to your account to make sure Google is only showing your ads for searches that are relevant to your business. Remember, Google are there to make money and will try and show your advert for every term possible.

Rule 6. Make sure your location targeting is set to only show to the locations that will benefit you. There is no point is showing your adverts to everyone in the UK, if you’re a small local plumber in Devon.

My Conclusion

There is not one layout / account match type structure that is best suited for every account type out there. My advice would be to make sure you understand how your account is laid out and ensure you can easily navigate around it in order it manage it effectively. Most importantly, don’t dwell on account structure, follow the 6 rules above as all of them are essential to running a successful AdWords campaign. All these rules can be applied to any account structure, no matter the industry or the size of your business.

If you are having trouble setting up your account or managing it, contact RocketMill to see how we can help.