Updated: Killer Google Ads Structure – A 2020 Guide

How do we properly structure a Google Ads search campaign?

These days, advertising on Google Search has become the bread and butter for many businesses. 

After optimizing countless Google Ads campaigns over the years, we’ve seen great results as well as terrible ones. 

Whether you are optimizing on your own or relying on an agency, a well-optimized Google Ads campaign definitely makes an impact on your business.

The question is, how do we ensure that our return on investment (ROI) stays positive in the ever-competitive landscape of advertising on Google? 

Simple. In this post, we will share the best practices of structuring your Google Ads for success

Google Ads Hierarchy

There are 5 levels of hierarchy when it comes to a Google Ad campaign:

  1. Campaign
  2. Ad groups
  3. Keywords
  4. Ads 
  5. Ad extensions

This is an example of how your Google Ad account structure should look like. 

Google Ads campaign structure example

How do we structure our Google Ad campaign the right way?

It really depends. There is no right or wrong answer because every industry is different, hence the need for different campaign structures.

You may sort your campaigns and ad groups according to product/ service categories or even gender. 

Google Ads campaign structure examples:

Here is a scenario:

Today, we are running a couple of ads for an e-commerce sports store to advertise on their sneakers and hoodies.

Objective: Conversions (online sales)

We may categorize the products into different categories as below:

Poor Google Ads campaign structure example 

Campaign 1: Product
Ad Group A: Sneakers
Ad Group B: Track Shoes

In the poor example, there is no gender split nor any differentiation by brand. This decreases relevancy, resulting in a lower chance of a sale.

Too generic with low relevance. Therefore this structure is not recommended.

Good Google Ads campaign structure example 

Campaign 1: WomenCampaign 2: Men
Ad Group A: SneakersAd Group C: Sneakers
Ad Group B: Track shoesAd Group D: Track shoes

In this example, we can see that the products are now sorted by categories.

For instance, we can now structure our female sneakers to show up for female related sneaker searches. 

This method would allow your campaign to have better targeting as well as increase the chances of generating an online sale.

In contrast, the poor example does not segregate between male or female. This means that females who click on your ads might land on the male sneaker landing page! (Vice versa).

Not only will your campaign experience a higher bounce rate, you’ll be wasting your budget as well. What a disaster!

Next, let’s take a look at keywords to understand the impact of the different structures! 


How do we categorize keywords and ad groups?

A best practice would be to group similar keywords of a particular category into a single ad group. 

Poor Google Ads keyword structure example

Campaign 1: Product
Ad Group A: Sneakers
Keyword 1: Sneakers
Keyword 2: Sneakers online

Good Google Ads keyword structure example

Campaign 1: Women’s sneakersCampaign 2: Men’s sneakers
Ad Group A: SneakersAd Group B: Sneakers
Keyword 1: Buy women’s sneakersKeyword 1: Buy men’s sneakers
Keyword 2: Female sneakers onlineKeyword 2: Male sneakers online

As we can see, the keywords above are sorted into their respective brands, products and gender. This increases relevancy resulting in a higher quality score and ad rank. 

By utilizing a better structure, we can achieve more sales with the same budget!

Landing page

Next up would be your landing page. Which landing page should you be using?


You should always use a landing page that is relevant to your keywords.

To illustrate this example better, for the woman’s sneakers ad group, your ads should lead to: 


This aligns your potential customer’s search intent to your ads, keywords and landing pages. With this setup, Google will give you a higher score of relevance and therefore you also pay less for your CPC (Cost Per Click).

Negative keywords 

After you have set up your structure, you are going to need your negative keywords.

Negative keywords definition:

Negative keywords are words or phrases for which you do not want your ads to appear in a particular search query. 

Why do we need negative keywords?

Adding negative keywords allows us to:

  • Serve ads to the right audience
  • Minimize costs due to irrelevant clicks
  • Improve results without increasing our budget

Negative keyword examples

Campaign 1: Women’s sneakers
Ad Group A: Sneakers
Keyword 1: Buy women’s sneakers
Keyword 2: Female sneakers online
Negative Keywords: free, cheap, broken etc.

For instance, when you add the negative keyword ‘free’ has been added to the women’s sneakers campaign, your ads will not appear when consumers search for “free women’s sneakers”. 

Ad extensions

Lastly, we have ad extensions. 

What are ad extensions? 

Ad extensions are additional pieces of information about your business, like a phone number or a link to a specific page on your website. 

You can add extensions to increase the visibility of your ads, which can lead to a higher clickthrough rate (CTR), and potentially greater ROI.

Here are some common Google Ad extensions:

  1. Structured snippets
  2. Callout Extensions
  3. Call Extensions
  4. Sitelink Extensions
  5. Location Extensions
  6. Message Extensions (Sunset in February 2020)
  7. Price Extensions
  8. Promotion Extensions

Here are some examples of how each extension look like and their uses:

Structured Snippet Extensions

Google Ads structured snippet extension example

Structured snippets are extensions that highlight specific aspects of your products or services.

Callout Extensions

Google Ads callout extension example

Callout extensions are small snippets of text that appear with your search ads and highlight additional features or benefits of your products/services.

Call Extensions

Google Ads call extension example

Call Extensions allows businesses to showcase their phone number on the ad. This increases the chances of clients calling to make an inquiry.

Sitelink Extensions

Google Ads sitelink extension example

Sitelink extensions take people to specific pages on your site (for example, a specific product or the ‘contact us’ page). When someone clicks or taps on your links, they are directed to their page of interest.

Location Extensions

Google Ads location extension example

Google Ads location extensions help people find your locations by displaying your address on ads, or a map to your location, or the distance to your location.

Message Extensions

Message extensions let potential customers send you text messages right from your ad. With one tap on your ad, people on mobile devices can contact you.

Note: Message extensions are obsolete starting February 2020.

Price Extensions 

Google Ads price extension example

Price Extensions are extra snippets of price information about your specific products or services.

Promotion Extensions

Google Ads promotion extension example

Promotion extensions enable you to highlight your sales and promotions for people searching for the best offers.

To conclude

A good campaign structure goes a long way in lowering costs and improving ROI.

You’ll see an improvement in results in no time when equipped with the right campaign structure, negative keywords and ad extensions.

Digital Agency Singapore - Rogue Digital - roguedigital.sg

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