What was the structure of the campaign discussed in the previous session?

The campaign structure is organized by city, which is the level where the budget is set. Under each city campaign, there are multiple ad groups representing different services within the business. Each ad group contains two main parts: keywords and ads. The keywords section usually has up to five keywords, while the ads section includes two types of ads—a call ad and a responsive ad—that both lead to a landing page.

Full Explanation

The campaign is designed with the city as the primary division, and this is the level where the overall budget allocation takes place. Beneath the city-based campaign, the structure breaks down into various ad groups. Each ad group corresponds to different services offered by the business, making it easier to manage and optimize specific service-targeted advertisements. Within each ad group, there are two key sections: keywords and ads. On the keywords side, a maximum of five carefully selected keywords are included to target relevant search terms efficiently without overcomplicating the strategy.

The ads section is divided into two types: the call ad and the responsive ad. The call ad is designed to encourage direct phone contact from potential customers, while the responsive ad adapts to different platforms and devices, increasing engagement possibilities. Both ad types direct interested users to a dedicated landing page which is optimized for conversion.

Step-by-Step Breakdown

Campaign Level: Set up campaigns per city and establish the budget here.
Ad Groups: Create ad groups for different services within the business under each campaign.
Keywords: Assign up to five keywords for each ad group to target relevant search queries.
Ads: Develop two types of ads for each ad group — a call ad facilitating direct contact and a responsive ad adaptable to different devices.
Landing Page: Ensure both ad types link to a landing page focused on converting visitors into leads or customers.

Real Examples

For instance, if your business operates in multiple cities, you would create one Campaign per city, such as “New York Campaign” and “Los Angeles Campaign.” Inside the New York Campaign, there could be ad groups like “Plumbing Services” and “Heating Services.” Each ad group would have up to five keywords related to the service and ads, including a call ad prompting customers to call directly and a responsive ad to engage users across devices, both leading to a specific landing page for New York.

Common Mistakes

Setting budgets at the wrong level instead of per city, which can reduce clarity and control over spending.
Using too many keywords in one ad group, which may dilute focus and impact.
Neglecting to include both call ads and responsive ads, missing opportunities for engagement across channels.
Failing to link ads directly to dedicated landing pages, which can decrease conversion rates.

FAQs

Why set the budget per city?: Setting the budget per city helps target spending effectively where the business operates, providing better control and optimization.
How many keywords should be in each ad group?: Up to five keywords are recommended to maintain focus and effectiveness.
What is the purpose of having both call ads and responsive ads?: Call ads facilitate direct customer contact, while responsive ads adjust to various devices and platforms to reach wider audiences.
Where do the ads lead?: Both types of ads direct users to a landing page designed to encourage conversions.

Key Takeaways

Organize campaigns by city to manage budgets efficiently.
Structure ad groups around different services within the business.
Use up to five targeted keywords per ad group for focus.
Include both call ads and responsive ads for comprehensive user engagement.
Ensure all ads lead to optimized landing pages to maximize conversions.