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

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

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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.


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