Google Ads has changed so why hasn't your account structure?

With the rise of smart bidding over the past few years we have seen a shift in account structures toward fewer, more consolidated campaigns. At Katté & Co we’re always looking out for new tests we can run on our accounts to see if we can get even better results. Our latest test asks the question, is your account structure holding you back?

Merging Match Types

Traditionally PPC accounts have featured a high volume of campaigns, each split by keyword theme and keyword match type. The advantage of this is the ability to directly restrict or increase spend on specific keywords, however the rise of smart bidding has provided an opportunity to improve this.

Our hypothesis: By merging keywords into fewer campaigns we will allow each campaign to access more data, optimise performance and streamline the account. In some cases this means grouping keyword themes more broadly and in some cases it even involves grouping match types.

Smart bidding relies on having access to as much data as possible and by consolidating the campaigns we predicted our KPIs would improve. In one case study we reduced the number of campaigns from 16 to 6. Much more data running through each streamlined campaign.

So did it work?

Yes. We saw an increase in conversions of over 200% and a drop in CPA of 67% and on a day to day basis the account was significantly easier to manage.

Across another test we have seen a 56% increase in Free Trials with a -46% decrease in CPA.

So you just let Google manage the account?

No. Smart bidding only performs well under the right parameters. With this structure the keywords that serve have to be monitored closely, budgets need to allow room for the campaigns to optimise and bids have to set accurately to give the algorithm the information it needs to hit the targets required. Data is key.

Is your account structure holding you back? Find out more by joining our webinar on 2nd Feb – you can find out more here or signup below: