In the Campaign Suite you create tables and templates to generate campaigns and ad groups for your AdWords account. The campaign structure defines whether keywords of different match types are separated or belong to the same ad groups and campaigns.
The name values of the first table in a template define the campaigns. In other words, a campaign is created for every item of the template’s first table. The entries of the template’s additional table(s) define the ad groups unless relations prevent the creation of certain excluded combinations. If more templates are created containing the same first table, more ad groups are added to the existing campaigns. For every additional table added to templates containing the same first table, more ad groups will be generated.
Example: A simple example is a table with three entries (sneakers, shoes and boots). If a standalone template is created, one that only contains this table, three campaigns will be generated, each containing one ad group. If a second template is set up, which consists of the same first table combined with a second table also containing three entries, the ad groups initially created in the first example will remain. Additionally, three new ad groups will be added to each of the campaigns. Next, a third template could be set up consisting of the two previous tables plus one additional table, also containing three entries. This will create nine new ad groups in each of the three campaigns. The reason why nine ad groups are added is that each of the nine ad groups stands for one of the possible combinations between the three tables.
The example above focuses on the general principle. It is simplified to the extent that it doesn’t account for different match types. Usually, the CS generates keywords in all three match types depending on what is entered into the keyword fields inside a template. Depending on the selected campaign structure, keywords of different match types are either included into the same or into different ad groups and even campaigns. For the example above this can mean that up to three times as many ad groups are created, when one is generated for each match type.
- This structure is useful if it is desired to exclude phrase keywords and focus on broad (match modifier) and exact keywords. Thereby, less keywords and ad groups will be generated. It allows for match type negatives and is easy to handle. As broad ad groups are not in a separate campaign, budgets can cannibalize across match types. This results from the budget being set on campaign level and thus both ad groups sharing the budget (compare to structure 2). This structure is recommended for accounts with less than 10,000 clicks per month.
- This structure is useful if it is desired to assign specific budgets/bidding strategies to your broad and exact keywords. It allows most narrow negative structures but comes at the cost of more campaigns. As it focuses on only two match types, the amount of keywords and ad groups is lower. Recommended for accounts with more than 10,000 clicks per month.
- This structure is useful if it is desired to limit your number of campaigns. However, this structure doesn’t allow for advanced negative management. You have to place negatives on many ad groups instead of on few campaigns. Further, it does not allow for separate budgets for broad keywords, thus cannibalization of budgets can happen. Only use it for accounts with less than 10,000 monthly clicks.
- This structure is useful if it is desired to use all three match types. It allows match type negatives for broad keywords and enables granular budget/bidding setting. Use it for accounts with more than 10,000 clicks per month.
- This structure enables the most granular negative management. Because broad keywords are not in separate campaigns, the amount of negative keywords will likely become very high. Negative keyword limits could be exceeded, depending on the amount of ad groups that will be created. The structure does not offer to set separate budgets for broad keywords.
- This structure gives full control of the search terms triggering ads. Budgeting is very granular though, while negatives are not required and not available in the Campaign Suite. Using only exact keywords hinders search term research that usually results from search term reports. This structure is recommended if efficiency is the main goal and far less traffic can be accepted as a consequence.
For more information about how the Campaign Suite names campaigns and ad groups, please refer to the naming conventions.