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Describe how you would structure campaigns and ad groups for a client with multiple product categories.

Structuring campaigns and ad groups for a client with multiple product categories should focus on clarity, control, and relevance—to optimize budget allocation, reporting, and ad performance. Here's how I would approach it:

Describe how you would structure campaigns and ad groups for a client with multiple product categories.

1. Campaign-Level Structure: Organize by Product Category

Each product category should be its own campaign. This allows:

  • Dedicated budgets per category

  • Better control over bidding strategies

  • Cleaner performance tracking

Example:

  • Campaign 1: Running Shoes

  • Campaign 2: Hiking Boots

  • Campaign 3: Sandals

2. Ad Group-Level Structure: Break Down by Subcategories or Themes

Within each campaign, ad groups should be structured around:

Example under “Running Shoes” campaign:

  • Ad Group 1: Men’s Running Shoes

  • Ad Group 2: Women’s Running Shoes

  • Ad Group 3: Trail Running Shoes

  • Ad Group 4: Branded Keywords (e.g., “Nike running shoes”)

3. Keyword Targeting

Use tightly themed ad groups with highly relevant keywords:

  • Use a mix of exact, phrase, and broad match modifiers

  • Regularly review the Search Terms Report to refine with negatives and new opportunities

4. Ad Copy Customization

Tailor ads to the ad group’s focus:

  • Highlight the specific product category

  • Use dynamic keyword insertion (DKI) where appropriate

  • Reflect the user’s intent (e.g., “Free Shipping on Women’s Trail Running Shoes”)

5. Landing Pages

Ensure each ad directs to a relevant landing page—not a generic homepage:

  • Match keyword > ad copy > landing page for best Quality Score and conversion rate

6. Extensions and Settings

  • Use ad extensions (e.g., sitelinks, structured snippets) tailored to each category.

  • Consider geo-targeting, device targeting, and ad schedules where applicable by category.

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