Why Structure Matters

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Your Google Ads account isn’t just a collection of campaigns — it’s the framework that determines how efficiently your budget works for you.

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A well-structured account improves visibility, optimises spend, and ensures you can scale without losing control.

Before diving into the how-to, let's understand the why.

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A well-structured Google Ads account helps you:

• Improve Quality Score and reduce cost-per-click (CPC)
• Gain better control over budget allocation
• Optimise performance through granular data analysis
• Scale campaigns efficiently as your business grows
• Enhance ad relevance for better conversion rates

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Start With Clear Campaign Segmentation

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Think of your Google account like your product catalogue — it needs clear categories.
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Avoid dumping everything into one Performance Max campaign.

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Instead, build structure around:

• Product categories (e.g., sofas, lighting, décor, dresses, t-shirts, outerwear)
  
• Campaign types (Performance Max, Search, Shopping, Display, YouTube)
  
• Objectives (Prospecting, Retargeting, Brand, Non-Brand)
  
  

This makes it easier to test, scale, and allocate spend where it performs best.

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Performance Max: Your Always-On Engine

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Performance Max (PMax) campaigns are powerful — but only if you control them.

• Split into category-specific campaigns (Best-Sellers, Core Range, Seasonal).
  
• Use asset groups aligned to key audience segments or themes.
  
• Monitor search term insights to understand what customers are actually searching for.
  
  

Recommended Bidding Strategy:

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Start with Maximise Conversions while collecting data, then transition to Target ROAS once stable. For new product categories, begin broad to let the algorithm learn before tightening your ROAS targets.

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Search Campaigns: Capturing Intent

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Search campaigns are your precision tool for high-intent traffic. They let you capture demand at the moment someone’s ready to buy.

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Split these into:

• Brand Campaigns – Protect your name and capture customers already searching for you.
  
• Non-Brand Campaigns – Target discovery terms that drive new customers.
  
  

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Brand Search Campaign

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Even though these clicks may feel “free,” brand campaigns are essential. They ensure competitors don’t bid on your name and steal high-intent traffic.

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Tip: Use Exact Match and Phrase Match for best control, with ad copy that reinforces your brand promise.

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Recommended Bidding Strategy:

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Use Target Impression Share (90–100%) — this ensures you dominate your own branded searches while keeping CPCs efficient.

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Shopping Campaigns: Powering E-Commerce Conversions

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Your Shopping campaigns are your visual storefront.

• Ensure your product feed is clean, keyword-rich, and formatted for Google’s algorithm.
  
• Use Custom Labels for segmentation (e.g. Bestsellers, New In, Sale Items).
  
• Exclude underperforming SKUs to avoid wasted spend.
  
  

Recommended Bidding Strategy:

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Start with Maximise Conversion Value or Maximise Clicks for learning, then move to Target ROAS once data is stable.

Account Hygiene & Naming Conventions

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Clean structure = clean data. Follow a naming convention like:

[Channel]_[CampaignType]_[Category]_[Objective]_[Geo]

Example: Google_PMAX_Sofas_Prospecting_UK

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Keep:

• Shared negative keyword lists updated
  
• Ad schedules aligned with best-performing hours
  
• Conversion tracking tested and accurate

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Your Google Ads account is like the foundation of your e-commerce store — if it’s not built properly, you’ll struggle to scale.

Whether you’re running a global brand or scaling a local e-commerce business, investing in expert setup pays off quickly.

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At Adnomics, we help ecommerce brands create Google Ads structures that deliver measurable, profitable growth — not vanity metrics.

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