Structure SEA campaigns correctly with ad groups

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Good planning of your SEA campaigns is the best prerequisite for ensuring that the existing Marketing budget maximum success achieved. Depending on the desired goal, your company and the target group, there are many different structuring solutions. In order to maintain an overview, it is recommended to structure SEA campaigns as simply and optimally as possible right from the start.

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Investment in sustainable brand management

With SEA (Search Engine Advertising), you place ads in the results pages of an Internet search. Important points that you should consider when creating a campaign are:

  • Creation of a keyword concept with focus on company and brand
  • Target group and competition analysis
  • Creation of focused landing pages including well thought-out content
  • Corresponding SEO (Search Engine Optimization)

Take a long-term perspective

When planning SEA campaigns, set the own standards as high as possible an. SEA should not be seen as a convenient supplement to classic SEO to push visitor numbers and conversions permanently. Instead of this short-term perspective, it is worthwhile to take a take a long-term perspective and to deal intensively with the possibilities.

Those who properly structure their own SEA campaigns with ad groups are investing in sustainable brand management.

Define roadmap for SEA campaign structure

To structure SEA campaigns, you should look at them like a bird's eye view of a map. There are many ways to get to the desired goal. Some of them are more efficient, others require more resources, which in the case of SEA is most noticeable in the amount of budget used. It is important from the very beginning to come up with a roadmap for the campaign structure including clear goals to be specified.

The clearer your plan is, the easier it is to monitor and adjust your SEA campaigns.

Differentiation between brand campaigns and generic campaigns

SEA specialists structure successful Google Ads campaigns according to the content. You distinguish brand campaigns from non-brand campaigns in the form of generic campaigns. The separation makes sense in order to create a clean monitoring The aim is to be able to carry out a detailed analysis of the number of visitors and the defined conversions with regard to the campaign goals.

Separate SEA campaigns into brand and non-brand campaigns
With the separation of a brand and a non-brand campaign, you can perform clear monitoring. (Image:

Map customer journey through ad structure

The majority of generic campaigns serve directly to promote sales. As an operator of an online store, you should avoid trying to promote the entire product range with a single campaign. You will have problems - due to the resulting ad structure - to optimally map the customer journey of your target groups with a matching structure of relevant keywords.

The relevant keywords, geographic mapping, and ad language can only be defined at the ad group level.

The more time and effort you invest in creating campaigns and ad groups within your advertising account, the higher the likelihood of precisely hitting users' search intent.

You are able to present an ad that contains the desired keyword or specific keyword combination. The goal of structuring in campaigns and ad groups is to replicate the structure of the website or store.

Entering campaigns for time-limited promotions

Many website and store owners use time-limited promotions to push the number of conversions through offers. Creating discount promotions on holidays, certain days of the week and from a certain time of day in separate campaigns enables you to Limitation of the offer as well as a detailed evaluation.

Campaign structuring according to touchpoints in the customer journey

A funnel-shaped sales funnel maps a functioning customer journey of a potential customer from the initial contact to the conclusion of the purchase. Within the sales funnel, there are a large number of possible touchpoints. The aim of the ad groups within the SEA campaigns is to Serve touchpoints optimally and thereby the Optimize the customer journey. For this purpose, different campaign types can be distinguished in SEA, which are to be served by relevant keywords.

With appropriate keywords, you can influence and optimize the customer journey.
You can influence and optimize the customer journey with appropriate keywords. (Image:

Display campaigns to increase awareness

SEA display campaigns are used to reach existing and new members of relevant target groups and to increase awareness due to the large reach. Due to the large display network, you can optimally promote your own products and services on websites and blogs that match your own brand or company values.

Traffic campaigns to differentiate from competitors

Those who are more closely interested in a particular topic have reached the think level in the sales funnel. SEA traffic campaigns serve to present the unique selling points of your brand. Only those who can distinguish themselves well from the competition remain in the memory of potential customers and interest them in their own products or services.

Backing ads with excellent content is essential for the success of traffic campaigns.

Sales campaigns to generate conversions

Thoughtful Traffic campaigns are the basis for successful SEA sales campaigns with a correspondingly high number of conversions. Users with a clear intention to buy want to make a purchase with a Call-to-action be invited to purchase. A precise response by target groups and the presentation of corresponding products and services makes it easier for users to make the purchase. If it is unclear which ads will bring the greatest success, it is possible to experiment with different campaigns or ads.

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Remarketing campaigns as a basis for valuable referrals

SEA remarketing campaigns are the prerequisite for converting customers into existing customers and - as an overriding goal - to Ambassador of the own brand to turn them into customers. Another target group is potential customers who have not gone through the entire sales process. In many cases, it is sufficient to align corresponding display campaigns with the target groups in order to obtain a renewed conversion.


To properly structure SEA campaigns with ad groups, it makes sense to create a good basis to create and replicate their own website or online store structure. Conversions are mainly generated via the type of products and services. Within this structure, specific campaign types can be differentiated according to the sales funnel, which lead to conversions via a targeted increase in brand awareness.



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