Search Campaign Structure

An account structure that controls where budget goes: campaigns by goal and budget, ad groups by tight themes, and matching ads and pages.

ID

MK-T0801

Tactic

Paid Attraction

Sub-techniques

4

Type

How-to

Level

Intermediate

Time

4–8 hours

Sub-techniques

Procedure

1. Create one campaign per area that needs its own budget.
2. Group keywords into tight themes, one theme per ad group.
3. Start with phrase and exact match.
4. Apply shared negative keyword lists.
5. Write responsive search ads with the theme in multiple headlines and add assets.
6. Point each ad group to the most relevant landing page.
7. Turn off the Display Network on Search campaigns unless intended.

Verify / Metrics

• Share of spend on search terms that match intent
• Click-through and conversion rate by ad group; cost per conversion against target

Common mistakes

Sub-technique details

Other techniques in Paid Attraction

• MK-T0802 Negative Keyword Management
• MK-T0803 Bid Strategy Selection
• MK-T0804 Paid Social Creative Testing
• MK-T0805 Audience Targeting
• MK-T0806 Retargeting
• MK-T0807 Automated Campaign Types
• MK-T0808 LinkedIn Ads for B2B
• MK-T0809 Budget Allocation