How to Create Optimal Google Ads Campaigns for the Search Network [Guide]

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Paid search engine marketing has become one of the basic pillars of any good Paid Media strategy.

The possibility of targeting users with a high purchasing intent makes it the perfect showcase for any brand.

With the fierce competition we face at every auction and the high level of sophistication in the advertising of the big brands, it is not enough to keep it simple.

Because today, the real challenge is to appear in the best position while paying the least possible.


That is why in this SEMrush article we are going to talk about all the points that we must consider when creating our Google Ads campaigns for the search network, so that our advertising is truly effective.

Today, more than ever, the real challenge in SEM is to appear in the best position while paying the least possible, and it requires great sophistication.

And Google continues to improve Google Ads every day, with new features that are yet to come (or have just arrived) such as those that were already presented to us at its big annual event in July.

The goal I pursue with this post is to be able to transfer some best practices from the world of SEM to those who are starting with their first campaigns and want to acquire some knowledge that has taken some of us a while to gather.

So I hope you find it useful and if you have any questions, I am always at your disposal in the comments.

Let's get to it!

1.- Define the structure of your Google Ads campaigns
1.1 Campaign nomenclatures
The first step when creating our Google Ads campaigns is to choose the campaign nomenclature to follow.

Because following an order and coherence is an investment of time that is not calculated in ROI, but there is no doubt that it is very much worth it.

Some interesting aspects to consider: include the network for which the campaign is suitable (Search, Display, Shopping, Youtube, Gmail Ads...), the gender of the audience we are targeting, country/market, whether we are bidding on generic terms or pure brand terms, etc.

In other words, it is important to take into account all the information that will allow us to optimize more quickly and efficiently, keep our campaigns under better control, prepare reports and reports more easily, and more.

Let's see it with an example, imagining that we are Zalando we could have these campaigns:


Example of naming conventions for Google Ads campaigns from Zalando
It would be interesting if we could make a small table containing the meaning of all these nomenclatures so that our entire team could work in accordance with them, respecting and understanding them.

1.2 Website structure as a guide
It can be extremely useful, and it is a good practice, to use the website as a reference when designing and structuring our campaigns.

Let's continue imagining that we are Zalando and we have to implement the campaign structure for our email list india ecommerce.


Structuring Google Ads campaigns
Let's stop and analyze the situation.

We have four sexes and four main categories, so an interesting approach is the combination of sexes + categories, having something like:

Shoes - Men; Shoes - Women; Shoes - Boys; Shoes - Girls.

Clothing - Men; Clothing - Women; Clothing - Boys; Clothing - Girls.

You may be wondering, why separate boys and girls and not treat them as one sex?