How Should the Campaign Structure Be Organized?

The campaign structure should be organized by city at the campaign level. Beneath each city campaign, organize by services offered, such as different types of repairs or installations. Under the service level, include two elements: the keywords related to the service and the ads that correspond to them. The ad copy should combine the service name with the city name, for example, ‘service for city’.

Full Explanation

Structuring a campaign effectively is crucial for delivering targeted ads and optimizing performance. The foundation starts at the city level, where each campaign represents a specific city. This allows you to localize campaigns and cater to the audience in that geographical area. Within each city campaign, you segment by individual services you offer, like repair types or installation options, which organizes your offerings into clear categories.

At the next level down, under each service, you include the keywords that relate to that particular service. These keywords target the search terms potential customers might use. Alongside the keywords, you organize the ads that will be shown. The ad copy should specifically mention the service combined with the city name, reinforcing the local nature of the offering and ensuring relevance to the searcher.

Step-by-Step Breakdown

Campaign Level: Create campaigns named after each target city.
Service Level: Under each city-based campaign, create groups or segments based on services such as various repair or installation types.
Keyword and Ad Level: Within each service, add keywords related to that service and create ads that include both the service and city name in the ad copy.

Real Examples

For a campaign titled after “City A,” services might include “HVAC Repair” and “Plumbing Installation.” For the “HVAC Repair” service, keywords would focus on related terms while ads would be written as “HVAC Repair for City A.” This pattern repeats similarly for other services and cities, maintaining a clear and relevant structure.

Common Mistakes

Not organizing campaigns by city, which can dilute the ad’s local relevance.
Mixing all services in one campaign instead of separating them at the service level, leading to unclear targeting.
Failing to align ad copy with both service and city, reducing the ad’s effectiveness.

FAQs

Why organize campaigns by city?: Organizing by city allows for localized targeting and relevance, which can improve ad performance and user engagement.
What should ad copy include?: Ad copy should mention the specific service and the city name to create a relevant, localized message.
How do keywords fit into the structure?: Keywords are grouped under each service to target search terms relevant to that particular offering in the given city.

Key Takeaways

Start your campaign structure by organizing at the city level.
Segment campaigns by services offered within each city.
Include keywords and corresponding ads under each service.
Ensure ad copy always combines the service with the city name to enhance relevance.