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[Quick Read] How to Structure Your Google Ads/Adwords Campaign for Success (Display or Search)

The Adwords Campaign Structures we use to Increase Our ROI (Google Ads Guide)

Before we dive in, let me tell you a quick story.   I’ve had a love hate relationship with Adwords for many years now;   they like to go crazy once a year upping their policies and approval system so much you can’t really get anything going – so then we just go to Facebook, and when Facebook goes crazy, we tend to return to Google Ads.

Anyhow,  I get a lot of emails asking me to show how we setup Adwords campaigns and structure them for success.

It’s easier than you think; but as pictures do mean a thousand words I decided to take some screenshots and show you how we do it.

    1. Login to the adwords account
    2. Click Create New Campaign
    3. Set the objective whatever it may be.    Search or Display.
    4. Then under settings, make sure you click on the ADDITIONAL SETTINGS dropdown to extend it down…   then look for DEVICES.


Now select COMPUTERS for campaign 1.

The reason why I prefer to do things this way is because websites look/behave/feel different on all those platforms.

Desktops allow websites to look their best at their ‘full’ resolution potential,  clicking around and providing more information for the visitor.
Mobile the screen size is much smaller, so people are less likely to be into filling out long forms and things like that, but you never know.  That is why I like to break it up.
Tablet while bigger in size, it’s still harder to enter lots of info as you have to do it on the touchscreen vs a keyboard so it may behave different.  Again this is why we make 3 separate campaigns.

Does it make sense now why we break it into different campaigns?

5.  Rinse and repeat above steps, and create 3 separate campaigns so you have one for each device type.


NOTE: You can also do this quicker by making 1 campaign, then copy pasting it, and then changing the bid adjustments to -100% for mobile,  -100% for tablet, or desktop and just leaving one of them.  But this is more advanced stuff, so if you are new to Google Ads, or you got a VA you don’t wanna confuse follow the above method.

Additional Tips:

We also like to exclude GAMES on every single campaign we do because we’ve found that this category ALWAYS converts way worse than other categories.  This could be attributed to kids playing the games, accidental clicks in the games, or due to less intent vs people actually looking at topic related sites.
Feel free to play around with in market audiences, and topics as well.   But I find it’s not necessary as if you use the Conversion Pixel, after about 3-4 days of collecting data it starts to optimize things pretty well.   The only thing we do is exclude placements that give us a shitty ROI or burn our budget.


Uncover Top SEO Keywords people use to find your competitors! – Awesome KW Research Trick!

There’s countless tool out there to spy on your competitors and find their top seo as well as paid keywords.    

This won’t be about those paid (but very useful) tools.

Instead, I am going to share a quick tip that I personally LOVE and use every single time me and my team build adwords campaigns on search.

Sidenote: This trick is exactly the one that has allowed us to find keywords no one is really bidding on; keywords that cost next to nothing yet are highly effective yielding 400% ROI.   

Here we go…

  1. Head over to 
  2. Type in a keyword, let’s say affiliate marketing

    This is what I see when I type in affiliate marketing;  depending where you live it most likely will be a bit different but that’s OK.    The good news is, this trick works on organic search results as well as the ads that show up for websites on search results. 


3. Click on any of the results, visit the page, wait a few seconds then click back on your web browser.

You should now see something like this (people also search for):

As you can see, this website’s related keywords are:

-affiliate marketing definition
-affiliate marketing for beginners
-how to start affiliate marketing
-affiliate marketing programs
-affiliate marketing amazon
-what is affiliate marketing and how does it work
-affiliate marketing jobs
-affiliate marketing companies

If you go through the first 1-100 results for your main keyword on google search, you will uncover a lot of amazing additional keywords you can throw into your campaign and test.   

That’s it, not rocket science just a free trick worth its price in gold!!  

Good luck!


Adding Custom Code To Specific Pages in WordPress

A new challenge presented itself, and I decided to document this because I’ve been doing it blindfolded, but many people might be a bit confused on how it’s done.  The task is to add a custom tracking code to specific pages in WordPress.

In my case, I need to add a custom tracking code from LinkedIn into the thank you page at (this one ->

You can use webhooks and php code to do it if you are a 31337 hacker, but if you are like me who likes things simple and fast…. then the easiest way is to install a wordpress plugin named Tracking Code Manager.  It’s awesome, because you just add the tracking code, then you paste a shortcode by editing the WP post itself and BAM you are done.

Here’s how:

  1.  Login to wordpress, and on the left hand side select Settings -> Tracking Code Manager
  2.  You should see the Add New Script page, if not click it on the top menu and then give this tracking code a link.   I wrote LinkedIn Tracking Code
  3. Paste the code, and select where/how it should be shown (for me it’s before the </BODY so i selected that)
  4. Click SAVE and now you will be presented with a list of the tracking codes where you can grab the shortcode.
  5. Copy the shortcode; my shortcode is   and head over to the page you want to add the code into.*Since I am tracking for conversions, aka people that filled out the contact us form that came from linkedin, I am adding this to the B&L thank you page over at
  6. Paste in the code, and press update post and bam you are done.

That’s it pretty simple right?