Let's talk Structure!

Quality score just might be the one thing that sets you apart from your competition. Understanding how to obtain a high google ads quality score is important for google ads success! The structure of your account will directly effect your quality score within google. If you are bidding aggressive along with your competitors, your keywords are the same, your landing page user experience is high then what measuring tool will google use to outbid your competitor? Your quality score is that one thing. I will take you through 6 ways to organize and structure your account so it is set up for success! I will be referencing search campaigns only here.

1. Campaigns-When thinking through how many campaigns you want in your account you must consider budget, location, services and keywords. In regards to budget, if your budget is small (I consider $30/day on the small side) then your account must be 1 search campaign. Google ads work best when it has enough budget each day for your keywords to perform. Depending on market trends, or competition a keyword click could be $2 or $25 for your ad to show at the top (other factors effect this too-not for today's discussion) so you need to make sure your campaign daily budget is reasonable so you can actually get a few clicks a day. Next is services; if you offer 1-2 services and your budget allows then you may want to consider a campaign per service or you can have 1 campaign and ad adgroups for each service you offer if budget is tight. Just keep in mind if you give google control of your keywords it will show the keyword that people are searching for and your budget might be spent up on the most popular service offered. That can be a good thing if you're getting calls and leads! Then you can have more budget and more campaigns. Ok, location. You can (again depending on budget) have a few campaigns for locations. I recommend this if you have a brick and mortar in various places OR if you want to saturate a city or 2 with a large budget and want to see the cap that exists in your market in a particular city. The main point is that the campaign holds daily budget and locations.

2. Keyword organization-it is important to think through all your keywords and how you want to set them up. 3 to 4 words should be all you need per keyword and best practices is to have around 20-30 keywords for 1 adgroup (I will talk adgroups here shortly). Keywords like "chiropractor office" and "chiropractor office near me" are great keywords. You will want to start with phrase match and then copy all those and and change the match to exact. Rarely, if ever should you use broad match. Over the past year or so google has made broad match very broad and it casts a huge net. The only instance I see broad match a good match would be if you are wanting to blast brand awareness and you don't care if someone looking to purchase "red shoes" clicks your ad and is lead to the website of your local brick and mortar shoe sole repair shop. You will pay for that click. It's only a win if you don't care and are just happy someone saw your site with no intention of repairing the red shoes they want to buy! They will quickly leave your site. Not totally ideal.

3. Ad Groups- When thinking through your keywords you want to keep in mind the services you want to run ads for. Is it 1 service, 2 services? You will want ad groups per services offered. If it is 1 service yet you have multiple keywords that could be possible options then you will want to organize your keywords based on say an adjective like installation, repair, service could be one ad group and all keywords that focus on that would go in that adgroup. Then say clean, maintain and prevention could be another ad group and all keywords can go in that ad group. The main point is that adgroups will hold all your keywords. It's best to have 3-5 adgroups per Campaign.

4. Ads- There are 3 different search ads. Responsive Search Ad (RSA), Dynamic Search Ad (DSA) and Call Only Ads. They used to allow Text ads but those are a thing of the past. Responsive ads work in the fact that they allow for 10-15 different headlines and will show the top 3 that the user would want to see based off the search terms. Dynamic Search Ads allows google to create ads for you based off the content of your website. Best practices (in the past) would be 2 text ads and 1 responsive ad but since we can no longer create a text ad it is now 1 responsive ad. I would only give an allowance for a dynamic ad if your entire site is relevant for winning a potential customer. Otherwise stick with responsive. Call only ads can be beneficial when you may not have the best website and only want calls into your business. Also, if your competitors are using them you may want to stay relevant. Side note though, call only ads can be costly so keep that in mind.

5. Extensions- Extensions can be beneficial because they allow for a user to see more of what you offer within the ad itself. Google ads offer multiple extensions but the main 3 extensions that are good best practices are the following: 1. Site link extensions which lead a user to a different specific page of your site that you direct them to based on your headline. 2. Call extensions which provide the user with a direct phone number within the ad itself so they don't even have to go to your website if they don't want to. 3. Callout extensions which are 2-3 words that are at the end of your ad descriptions that directly speak to why you are different than your competition. Something like "outdoor kitchens" "deck/patio covers" etc. These are not links but simply a short callout to a benefit.

6. Landing Page Experience- If you have your google ads structure highly organized but it leads to a landing page that isn't optimized for a great user experience then you will not get the conversions you are hoping for. A great experience involves 3 items. 1. A brief 1-2 sentence description of what you are offering the user. A call to action front and center. This includes a clickable phone number as well as a form submission or a button to a form submission. 3. Imagery that reflects your business and will attract the user. All 3 items need to be above the fold. Then below the fold can be secondary information and more details.

These 6 account structure items will get your account set up beautifully so that when it is time to launch you will start off with a high quality score and be ready to beat out your competition!