So your boss assigns you the task of building out your company’s AdWords account. Your heart sinks to the bottom of your chest, as flashbacks from high school of sitting in math class attempting to solve problems that appear unsolvable (because you failed to study) re-surface from the back of your mind. Hey! Chill out! Building out an account is not as intimidating as it may appear. Yes, the AdWords interface can be a bit tricky to navigate at times, but this step-by-step guide will walk you through everything you need to do to create a well-structured account. Also, remember the structure of your account is not permanent, and will likely continue to change and evolve over time.
Let’s take a step back – what is even meant by account structure and why is it so important? I’m glad you asked. Put simply, the way you structure your account allows you to control how you want your ads to be triggered and when and where you want them to appear. Not having a well-structured account is like attempting to drive a car that’s not properly built – accidents are bound to happen. Keep in mind that having a well-structured account will:
Ensure that the searches triggering your ads are relevant for your audience.
Result in better quality scores, which in turn results in better results and lower prices. Quality score is essentially the scale of how much Google likes you (and trust me, you want Google to love you!).
Keep you organized and able to optimize. If your account is a mess, then you’re likely to get lost in the mess, your results will plummet (or never arrive) and optimizing to get better results will be out of the question. So keep in mind organization (and your own sanity) when structuring your account.