Vocabulary and Hierarchy Of Google Ads

Hey, it’s Mark with Rokket Science, advanced digital marketing for real estate investors. Today we’re continuing to walk through the vocabulary in Google Ads a little deeper. I’ve spent a few other videos talking about that. It’s helpful to learn the vocabulary because once you kind of know what the vocabulary is, then you can really have an understanding of the whole ecosystem, just like learning a language.

Robert Kiyosaki was saying if you want to learn a language, first learn the vocabulary.

Breaking Down The Hierarchy

I’m going to tell you a little bit more about the vocabulary and the basic hierarchical structure of Google Ads. The way that Google Ads is set up, the main topical level is four different levels or four different hierarchies.

At the very top, we have campaigns.

Below that, we have ad groups.

Below that, we have ads. At the same level of ads, is keywords.

Looking at Campaigns, Less is Often More

Right here on the left side of the screen, we see campaigns, ad groups, ads and extensions, and keywords.

Let’s take a look at the campaign tab.

Date Ranges

As usual, right now we are looking at a specific date range. In this case 30 days. I click that, and then we’ll refresh. We’re going to look at the campaign level. Here in this account, it’s a very simple account, it really has just one campaign running. We used to set up many, many different campaigns for different things.

These days, a lot of times we set up one campaign because Google has gotten better at giving really clear attribution.
It does a lot of segmenting in the account itself. For location, we used to set up different location campaigns. Now, we often set up one. We used to set up different campaigns for a lot of different ad groups. Now, we often just set up one. Campaigns is at the highest level. Below that are ad groups.

Master Your Ad Groups

Here in this campaign are a lot of different ad groups.

These ad groups, you can think about that as a conceptual unit. Within ad groups are ads, and those ads are all going to want to relate to a specific kind of concept. We’ll often name the ad group the name of the concept.

For instance, we buy homes is different than we buy homes cash. It’s kind of a different concept there.

Sell home for cash. This is going to be an ad group that has ads in it that have ads that relate to this particular topic. Sell home for cash. We’re also going to have keywords in that ad group that specifically relate to that exact ad group name.

Finding The Perfect Balance For Your Business

Within an ad group, we have ads and extensions. Let’s go ahead and click on, I’ll say this cash home buyers ad group down here. You’ll see here it’s just a couple of keywords. We like to keep keywords to really under 5 or 10 keywords for a particular ad group. We don’t want to go more than that. If you had 50 keywords for a particular ad group, you’d have to believe that those keywords would get outside of the specific, very tight, concept of that ad group. So, we really only want to see about 5 to 10 keywords in an ad group.

If we click on the ad for this particular ad group, we see here that there are three ads.

We want to have two, maybe three ads in a particular ad group. Not more than that, and really not less.

Learn to Analyze Results, and Take Action in Response

We don’t want to just have one ad in a particular ad group, we want to have two or three. That’s because we want to do statistically accurate split testing. After we’ve been running two or three ads, in an ad group for a while, we want to take the loser and cancel that ad or stop it, pause it from running, and then create a new split test variation. Part of what’s great about ad words is that you can continuously split test, and we do that by having two to three ads in an ad group.

Again, this is the campaign structure, the hierarchical structure, the main core of Google Ads. For real estate investors, it’s going to be campaigns at the top level ad groups below that, and then below that are two different categories at the same level, ads, and keywords.