Re-evaluating the Account Structure of Your AdWords Following Updated Features

AdWords are now in the limelight with lot of updating rolling into its domain. If you are with optimistic view, exploring the new possibilities can be the best idea for supporting your business. But the impression of having your account perfectly structured can spoil your strategies for future development.

The below description will give you the exact picture of a perfect account structure and how can it be more efficient when compared to old format.

Device Bid Modifiers

With technology becoming more adaptable, now it is possible to set up device bid modifier on almost all devices. In early times the ads used to run on desktop devices, but device bid modifiers got to get executed only on mobile devices. That is ads are successfully run on the computers, and mobiles are enabled with bid modifiers, reducing the bid beginning from 100% of the original bid rate. At the same time running bids on mobile devices alone was not possible.

The Effect of Device Bid Modifiers on Account Structure

Running campaigns differently on each devices like laptop, mobile, desktop etc. can bring on more productive results. Doing it on the ad group level is also earning benefits.

Check the following details

Device – Specific Campaigns

• Maintaining different budget for different devices.
• Use device specific RLSA
• Using device specific geo settings
• Demographic setting can be employed in different devices accordingly
• Running different ads on different devices, rather than running same
• Trace out negative keywords for each device and trying with different keyword option

Setting Different Ad-group Level

• The account level can be made simple and this help in enabling bids at device level
• Try out running different ads on devices
• Keyword targeted execution and helps in finding out negative keywords for devices

Make the Best Use of Bid Modifiers without splitting the existing Ad Groups

• It retains account structure in a simple format
• Focusing on different bids on different devices

It is generally not recommended to follow these ideas by leaving behind all current Ad executing campaigns. If you plan to succeed so, then sometimes the complexity of the device may get worsen. However executing the updating stage by stage can probably bring success.

Expanded Text Ads

Now almost all ads can create Expanded Text Ads. Many surveys have mixed reports and professionals are not encouraging, removing of legacy ad, at least for the time being. This is because Google did not made a statement regarding the serving period of the existing legacy ads. But anyhow, Google has made it clear that the provision for adding legacy ad is terminated. So if you have a condition, in which legacy ads are in better form than new ads, it’s better to move so.

Once you are in the stage of determining the ad status, it is better to evaluate beyond click-through rate (CTR). But on the evaluation of the new ads on metrics, normally conversion on impression is considered, and its value is drawn comparing conversion rate and CTR.

ETA’s Impact on Account Structure 

ETA does not support ads that are more specific to mobile devices and so its influence on the account structure is greater. All devices have almost similar ETA’s.

Google is smart enough to trace what all ads will run on certain devices and so listing that particular ad accordingly. It demands each ad group to have at least two ad variations, and testing the variations like before.

Another point is that Google is still evaluating the quality add with CTR and so tracing out the ads that is bringing the best conversion rate may do the role. And so with the new ad structure, it might be possible to bring best results.

Ultimately, modifying the ad campaign has frequently ended with positive results. And now with the drowning mobile preferred advertisements and bid modifiers, it is the best time to format your account structure with new suggestions. May be the opinion varies depending on the advertiser, ad groups, the expenditure, the tools used etc. However the potential gain achieved will definitely make up the complexity in implementation or the expenditure. So moving ahead in equilibrium with the updating can result in a perfect account structure with long term benefits.