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Define the perfect structure

A very important part of the success that your campaigns can achieve will depend on how you have set up the structure of your campaigns. Once you have defined what goals you want to achieve, designing the structure will be the next step.

 

What is a structure?

When we talk about defining a structure, we talk about defining how you will create your campaigns, ad groups, keywords, and ads based on the information you want to show to your target audience. For example, if you are going to create a single campaign with multiple adgroups in it, or several campaigns with multiple ad groups each and how many ads per adgroup, etc.

This structure will depend on the type of business you want to promote, the objectives you have set yourself, the technological level you have, or even the seasonality of your product. It is necessary to consider as many factors as possible when designing the structure, in order to adapt it as much as possible to your goal and target audience.

Structure example

To show more easily how to configure a structure, let's use an example. Imagine an online fashion company which has four types of products, classified in the following categories:

  • Optical Products: Glasses and Sunglasses
  • Textile Products: T-shirts and trousers

Additionally, they have two types of products for each of the products defined above, and they want their ads to show the details of the type of product and the prices they are charging, as they are applying a strong promotion and know that price is something to highlight above other characteristics such as brand or product quality.

Analyzing this information, the online fashion company should create a feed with a series of custom labels defined on the basis of this data that they have decided they will need for their campaigns, and that we have described previously. Therefore, the feed would have a form similar to the following one:

 

Based on this feed and the tags you have defined, you could build and create the following structure:

1. Campaigns by product category: Category_{Label_Category}

    • Optical_Category
    • Textile_Category

2. Adgroups for each product: Product_{Product Label}.

    • Product_Glasses
    • Product_Sunglasses
    • Product_T-Shirts
    • Product_Trousers 

3. Keywords by product name with product type: {Product Label} + {Product Type Label}.

    • Bifocal glasses
    • Glasses Without Frame
    • Polarized Sunglasses
    • Vintage Sunglasses
    • Short Sleeve T-Shirts
    • Long Sleeve T-shirts
    • Trousers Pitillo
    • Pants - Wide trousers

4. Ads with the price, product and full product type, and URL:

  • Your {Product Label}{Product Type of Product Label} on Offer
  • The most exclusive {Product Label} models
  • Now from just {Price Label}!
  • Your Vintage Sunglasses on Sale
  • The most exclusive models of Sunglasses.
  • Now from only 29€!
  • Your Pitillo Pants on Offer
  • The most exclusive models of Pants.
  • Now from only 33€!

However, as we mentioned at the beginning of the article, each structure can have different labels and designs, based on the objectives you want to achieve with your campaigns, as well as many other parameters that can vary. And it is essential to define them very well to achieve success with your ads.

 

If you still have doubts, contact us!

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