Google’s Search Advertising Architecture

Exhibit 18.4   Google’s Search Advertising Architecture.

As shown in Exhibit 18.4, Google Ads is structured into three layer — account, campaign and group.

  • Account: Each advertiser would typically have one account, associated with a unique email address, password, and billing information. Advertisers use their account to login to Ads.
  • Campaign: Advertisers would typically maintain separate campaigns for each product or service category. It is also advisable to maintain separate campaigns for different regions because budgets are set at the campaign level. Settings such as ad scheduling, language and geo targeting (where the ads appear) are maintained at this level.
  • Group: Each group is a collection of similar ads targeting a set of keywords.

An ad usually directs traffic to a landing page. Depending on the extensions, the ad may have more than one landing page, and it may contain location details and phone numbers.

Usually the keywords targeted by the ad are the same as the ones the landing page is targeting, though this may not always be the case. An exception for instance, is the targeting of a bigger competitor’s keywords to attract the competitor’s users and prospects.

While there is no rigid or fixed method to configuring groups, the ads within a group typically relate to common subject or topic, and the topic relates to a product or a service.

Consider for instance a shampoo that comes in multiple variants. The broad subject for such a product could be ‘hair care’, and different aspects of this topic may relate to different variants of the brand, for instance, ‘dandruff’ and ‘hair fall control’. Accordingly, the web designer develops separate webpages for each of the sub-topics, and creates ads to target the pages.

The ads within the groups are rotated so that they collectively communicate the desired information/messages, and lead traffic to different pages of the website. They may be optimized such that those with higher CTR are pitched more often.

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