Science & Technology

Four foundations of the latest Google search account structure.

Over the last few years, search advertising has changed, partly due to advances in artificial intelligence. From the historical data collected, the machine can predict trends and make automatic decisions without human intervention. Google has incorporated more and more machine learning into its products and has made great strides in terms of automated bidding and recommendations. Smart bidding uses a combination of signals to set the best bid for each auction. We are moving from manual management of many campaigns to a more automated and simplified structure.

At the beginning of 2021, Google urged marketers to rethink their paid search account structure for efficiency and future readiness. This has reduced campaign management time and error margins. These are the latest Google best practices. Four principles of co-dependence to follow for success.

1.. From fine-grained account structures to integrated account structures.

There are countless ways to segment your campaign, including keywords, audiences, devices, and intents. However, this segmentation is no longer needed.

We recommend that you simplify your account structure to improve machine learning performance. The integrated structure has fewer campaigns, fewer ad groups, but eventually larger. Each campaign is based on one particular purpose and leads to a specific URL (both related to ad groups). All ad groups require at least 5,000 impressions per month.

In the example below, the company sells home entertainment systems and appliances. There are four popular paid search campaigns, grouped by product type.

Campaign 1 Campaign 2 Campaign 3 Campaign 4
computer Washing machine refrigerator TV set

Computers are the most important product because they drive most of the sales with high profit margins. With the new recommendation structure, there can be only two campaigns. Campaign 1 contains only computer terminology and all other products are included in Campaign 2. The number of ad groups depends on a variety of factors.

Campaign 1 – ROAS = 700 Campaign 2 – ROAS = 900
computer Washing machine
TV set

2.2. Fewer and smarter keywords.

When using the old manual bidding method, keywords with different match types were used. Each of them can have, for example. Specific bids, landing pages, or ad copies, and different performance. With smart bidding, there’s no reason to spread your data across different keyword matches, but you need to maximize the amount of data by extending it to a wider range of match types. The big advantage of this is that it takes much less time, allows analysts to focus on insights and planning rather than manual management, and covers new queries.

Source: Google

3.3. Strengthen your campaign with DSA.

Dynamic Search Ads is a great automation tool, especially for capturing incremental traffic from long tail or small search queries. Google will generate personalized ads based on the landing pages of search queries that you think are relevant. Google previously stated that each campaign should include an additional DSA ad group. It’s more effective to work with standard ad groups, not just individual campaigns. DSA ad groups can be configured with various dynamic ad targeting criteria such as URL inclusion, categories, and so on. You should only target incremental traffic so that you don’t have to disable the keywords in the DSA standard ad group.

Source: Google

4.4. Use RSA and dynamic features.

Finally, use all the advanced automation features available to take your account structure to the next level by creating highly specific ad copies based on your search. It’s still important to show users highly tuned ads that are possible with dynamic features such as responsive search ads, dynamic keyword insertion, features and ad customizers.

How to Make Responsive Search Ads Work

Write as many assets as possible (up to 15 headlines and 4 descriptions) to maximize the number of opportunities to create relevant and unique ads that match your query. Google tests different combinations and displays the best ads for each search query from past learning. There are many other things you can do with Responsive Search Ads.

  • Dynamically personalize your ads without segmenting your traffic.
  • Add keywords using dynamic keyword insertion. This is the code embedded in your ad to match your search query.
  • Use the Ad Customizer to automatically adjust your ads according to device, date, time, and more to show different variations.

Enhanced text ads can be personalized using dynamic keyword insertion and IF features. For example, you can add an IF function that targets your audience to show different ads to your previous visitors instead of running a specific campaign that targets only your previous visitors.

In conclusion…

The key to success with paid search is to have an integrated account. This includes a small number of hybrid campaigns with a large amount of ad groups and dynamic search ads. It also uses a wide range of keywords and advanced automatic features. Also, only when relevant, you should follow all standard best practices (number of ads and ad display options, attribution model, no budget limits, etc.) and apply Google’s automated recommendations. ..

There seem to be many benefits, but these are Google’s latest best practices. Account simplification should be planned with support and phased in the best possible way so as not to adversely affect performance during migration. Significant changes are always dangerous and you may need to take certain steps, such as creating a portfolio bidding strategy or adding a shared budget. Automation limits control and visibility, but you still need to follow Google best practices. Over time, you need to monitor what works and what you can improve.

If you want to know more about how Found can help you move your paid accounts to a more automated model, contact Today with the members of the team.

Four foundations of the latest Google search account structure. Four foundations of the latest Google search account structure.

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