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Google Ads, Structure, Optimisation Tips

Today we have Google Ads, structure and optimisation tips for our loyal readers. All campaigns should be structured around business and campaign objectives.

Brand keywords always perform very well. Generic keywords should be in a separate campaign.They have lower click through rate (CTR) and conversion rate.

Sometimes campaigns and ad groups have to be modified if they are not split out enough and ad text is too generic and not keyword dense.


  • firstly, ad groups should be well split out and tightly themed.
  • secondly, position in the purchase funnel is very important. Segmentation allow accurately monitor search funnels.
  • also, it is important to avoid multiple location in the same ad group. Keywords relating to different locations should be placed in their own ad group for each location. By not splitting these out, it is not possible to have location specific ad copy within the ad text. It would greatly increase click through rate for these terms.
  • Segregate brand keywords from non-brand campaigns. All brand keywords should be placed in their own dedicated brand campaign, so that their performance can be judged independently from non-brand search terms.
  • Set up campaigns to ‘All features’ and not simply ‘Standard’.  The standard setting with search campaigns does not allow you to apply bid modifiers. Such as segmented location targeting or ad scheduling. There is also no option to apply all ad extensions such as callout. This limits the potential for your campaign to maximise profitability and click through rate.
  • Include call only campaign . It provides a focus on calls.
  • Create three keyword relevant ads per ad group to split-test with different calls to action. Fewer than this does not allow sufficient testing. Also it will help keep campaigns fresh, and increasing CTR. If the number of ads per ad group is too high, there will be too many variables to determine which is working best.

If you need any help with AdWords, or in Analytics then please get in contact with us here at Network Intellect.


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