This question arises constantly: What is the perfect account structure? I hate to break it to ya, but there is truthfully no magic recipe for structuring your account, and more than one strategy can prove successful. Luckily, there are a few different methods that work well:
Based on the Structure of Your Website: How is your website structured? Do you have different tabs or pages for different products or offerings? Do you value different product pages over others? If your website is well-structured (which it should be), then it makes sense to structure your AdWords account in a similar fashion.
By Products/Services Offered: This is likely the same as the structure of your website, but think about your different services or products offered and structure your account in a similar fashion. For example, let’s say you sell tennis gear, you would want to create a campaign for tennis rackets, tennis balls, tennis clothing, etc. Then under the tennis rackets campaign you might create separate ad groups for the brands you sell or perhaps for the size or gender the racket is for. Take a look at your various offerings and decide which ones are most valuable. Is there a very large demand for tennis bags online? Then you might want to a campaign for tennis bags with a higher budget. Spend some time mapping out your products, and deciding how you want to divvy up your budget between campaigns.
Based on Locations: Is location important to your business? Maybe you’re a law office that has multiple locations across New England or perhaps you sell development courses in major cities ranging from London to Tokyo. If location targeting is important then structure based on this. For example, create a London campaign to sell your development course to only those in a particular radius of the city.
Of course, there are many other tactics to structuring your account, but it’s all about taking the time to come up with a rational structure that will be easy to manage, track, and optimize to get the best results over time. So take the time to ponder various structuring techniques, and decide on the one that works best for your business. Once you’ve decided I’d recommend actually mapping out the structure on a piece of paper or in an Excel doc to get a full visual of the campaigns and ad groups you’ll be creating.