The 2023 Guide Google Ad Account Structure that Works for Your Business Growth

Safalta expert Published by: Ishika Jain Updated Sun, 25 Dec 2022 09:44 AM IST


By offering a higher ROI, Words Marketing has undeniably revolutionised the way that advertising is done (Return of Investment). Even small and medium-sized businesses are challenging the big brands on the Google search engine results page with modest investments and an improved AdWords campaign.

Ad wording, targeting, scheduling, and other factors are all important when optimizing your Google advertisements to maximize your budget. But many advertisers are unaware that how their account is initially set up affects their capacity to accomplish all of that and to do it effectively. Furthermore, mastering (let alone comprehending) the layers, features, and settings of the Google Ads account structure is difficult.

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Table of Content:
Review of the Google Ads account
Level of the account
How can I set up an account with Google Ads?
A Google Ads Manager account is what? Do I require one?
Account-level advice
Campaign degree
Which Google Ads campaign structure works the best?
Ad-level controls
Ads-level advice

Review of the Google Ads account

An account with Google Advertising is not simply one with a lot of ads. So let's begin with a broad outline of its essential elements:
  • Account: This is the exterior covering that contains all of the details about your company and payments.
  • Campaigns: Your ad groups are stored in campaigns.

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    There can only be one type of ad (for example, search vs. display) per campaign, but there may (and should) be more than one ad group inside a campaign, and there can (and should) be more than one campaign per account.
  • Ad groups are themed collections of your advertising and keywords.
  • Your goal is to have these terms cause your adverts to appear on the search engine results page (SERP).
  • Ads: This refers to the text and artwork that appear on the SERP.
  • Landing page: The page visitors get to after clicking your advertisement. Each ad group will only have one landing page. You may get a sense of how ad groups are structured by considering landing page best practices, such as how specific it ought to be to the item and the ad advertising it.
Within your account, there are many categories and levels, and some functions and settings are only accessible at particular levels. This may seem complex at first, but in the end, it's been set up this way to enable you to optimize processes to the greatest extent possible and add customizations as needed. So that you can understand what I mean, let's take a closer look at each tier in your account. 
Level of the account

The first level of PPC management, often known as the "account level," is the outer layer of your Google Ads account. The major aspects of your Google Ads, such as billing, user permissions, and more, are handled here.

How can I set up an account with Google Ads?

Go to and enter your email address to establish a Google Ads account. It's not required that it be a Gmail account.

A Google Ads Manager account is what? Do I require one?

As agencies frequently handle several PPC clients, Google Ads Manager accounts (formerly known as My Client Center, or MCC) have been created with them in mind. You can manage several accounts at once using this as an umbrella account. But anyone may have a Manager account; you don't have to be an agency. You may need completely various configurations for your PPC campaign whether you are a freelance consultant, you own several companies or brands, or you simply have varied needs. In other words, if you manage many accounts, you should follow the instructions to establish a Manager account. But you don't require a Manager account if you're only working in one single account.

Account-level advice

Here are three broad Google Ads pointers to bear in mind when you explore the account level:

1 Change from Smart Mode to Expert Mode: If you're establishing a new account, Google will automatically select Smart Mode for you. Click "Switch to Expert Mode" just at bottom of the screen as soon as possible to gain more manual control over how your account is configured.

2 Conduct routine audits: You need to monitor the Google Ads performance frequently, just like you would with any other aspect of small business marketing. You can identify opportunities for optimization when you audit the Google Ads account regularly. This helps you avoid problems before they arise.

3 Be skeptical of auto-apply recommendations: They should be treated with the same skepticism as uninvited advice. When you run out of ideas, Google's auto-applied advertising and other optimization suggestions can be helpful, but in the end, you will know what's best for your account.

Campaign degree

While a marketing campaign can generally refer to anything, in Google Ads, the word "campaign" refers to the container that holds your ad groups. At the campaign level, you may control your spending, targeting, the kind of advertisement you would like to run, and more. The number of ad groups per campaign as well as the number of campaigns per account are both limited to one ad type per campaign, as was already mentioned.

Google Ads offers nine different campaign kinds, of which you should be aware:
  • Google Search text ads are a search term.
  • Display: Websites' image-based advertisements that are part of the Google Display Network
  • Shopping: product advertisements on the Shopping tab and Google Search
  • YouTube video advertisements and the Display Network
  • Discovery: immersive advertisements that run across several Google networks
  • App: advertisements for your app on several Google networks
  • Smart: completely automated ads that Google produces and distributes across networks on your behalf.
  • Performance Max: advertisements produced using various assets of the company choosing and displayed across all Google networks that are eligible (PMax tips here).
  • Hotel: creates advertising for Google Search or Maps using data from your hotel listings.

Which Google Ads campaign structure works the best?

Everything will rely on the size, nature, model, and other factors of your firm. No one recipe works no one recipe that works for everyone, but these are some possibilities:
  • Based on the layout of your website. Look at the categories you've created for your website's offerings. Why do you have specific pages? Which pages have the biggest traffic or value? If your website has a good organizational system, you might wish to apply it to your ad account as well.
  • By goods or services. If your website is well-organized, its structure can be the same as yours. A gym, for instance, would have a Search campaign for its spinning classes, a Display campaign for the whole facility, and a Shopping campaign for its exercise equipment.
  • By the place. Running advertising by location may make sense if your company has multiple locations. In keeping with the previous gym example, you may well have one search campaign for the gym in Town A and another for your gym in Town B.
Ad-level controls

Within the ad creation interface, you can modify the following elements:
  • Ad assets: Your descriptions, videos, photos, and headlines. This responsive search ad copy template can indeed be useful for search ads.
  • You will direct your ad to a landing page. The landing page URL for each advertisement included in the same ad group must be the same. A campaign's advertising must all point to a single domain.
  • This and other places: Ad label, automated rules, custom parameters, and tracking template
Ads-level advice

You should use power words in any advertisements to draw in customers, but there are several less obvious but equally crucial ad dos and don'ts:
  • A/B test your ad copy. This is the only method you'll be able to choose the kind of advertisement that most appeals to your target market until mind-reading becomes generally accessible. Try substituting other keywords with your ads, different display ad pictures, different video ad lengths, or new text that focuses on a certain product pricing or service offering.
  • Use no more than one ad per ad group (or a million advertisements). By using stale ad copy in one advertisement, you limit not just yourself and also your viewers. You might never know if an ad copy combination works if there are a lot of ads.
  • Do consider your advertisements the "face" of your company. You desire them to properly represent your brand. This component of your copywriting shouldn't be neglected instead of a barrage of forceful CTAs.
  • Keep in mind your CTA. To communicate your desired outcome to viewers, always include at least one strong call-to-action word in each advertisement.
By offering a higher ROI, Words Marketing has undeniably revolutionized the way that advertising is done (Return of Investment). Even small and medium-sized businesses are challenging the big brands on the Google search engine results page with modest investments and an improved AdWords campaign.

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What does a Google Ads account's account structure look like?

The three layers of Google Ads are accounts, campaigns, and ad groups. A special email address, password, & billing details are connected to your account. Where your ads display is determined by the budget and variables specific to each of your campaigns. A collection of comparable ads and keywords make up your ad groupings.

What is a suitable Google Ads starting budget?

If you're just starting off, try setting a daily spending limit of $10 to $50. After establishing a fresh budget, check your account every day to see how your advertisements are doing. The amount you're willing to spend over the course of several campaigns for the same client might be established as a shared budget.

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