CategoriesGoogle Ads Google Adwords Tips and Tricks

The Dos and Don’ts of Google AdWords Account Structure

As a digital marketer, you know the importance of having a well-structured Google AdWords account. A well-organized AdWords account can help you achieve better results, such as higher click-through rates, lower cost-per-click, and ultimately, higher conversions. In this blog post, we will discuss the dos and don’ts of Google AdWords account structure, to help you optimize your account for better results.

The Dos and Donts of Google AdWords Account Structure

The Dos:

1. Create a Logical Account Hierarchy: When creating your AdWords account, it’s important to create a logical hierarchy that reflects the structure of your business. This means breaking down your campaigns into smaller, more targeted ad groups, which allows you to tailor your ad copy and landing pages to each group’s specific needs.

2. Use Meaningful Names: Use descriptive, meaningful names for your campaigns, ad groups, and keywords. This makes it easier for you to navigate your account and analyze your data. It also helps you stay organized and focused on your goals.

3. Test Multiple Ads: Testing multiple ad variations can help you identify the best-performing ads for each ad group. Be sure to test different headlines, descriptions, and call-to-actions to see which ones resonate with your audience and drive the most conversions.

4. Use Negative Keywords: Negative keywords are a critical part of any AdWords campaign. They allow you to exclude irrelevant search terms and prevent your ads from showing to users who are unlikely to convert.
5. Monitor Your Account Regularly: Monitor your account regularly to ensure that everything is running smoothly. Check for errors, adjust bids, and make updates as needed to keep your campaigns performing at their best.

The Don’ts:

1. Don’t Overcomplicate Your Account: Keep your account structure simple and easy to navigate. Avoid creating too many campaigns or ad groups, as this can lead to confusion and make it difficult to track performance.

2. Don’t Overlap Keywords: Overlapping keywords across multiple ad groups can lead to confusion and competition between your ads. This can drive up your cost-per-click and reduce the effectiveness of your campaigns.

3. Don’t Neglect Mobile: With more and more users accessing the internet from their mobile devices, it’s important to optimize your AdWords campaigns for mobile. Make sure your landing pages are mobile-friendly and that your ads are targeted to users on mobile devices.

4. Don’t Ignore Data: Use data to guide your decisions and optimize your campaigns. Pay attention to metrics like click-through rate, conversion rate, and cost-per-click to identify areas where you can improve your campaigns.

5. Don’t Set It and Forget It: AdWords campaigns require ongoing management and optimization. Don’t set up your campaigns and forget about them. Regularly review your account, make updates as needed, and test new strategies to stay ahead of the competition.

In conclusion, a well-structured AdWords account is critical for achieving optimal results. By following these dos and don’ts of Google AdWords account structure, you can optimize your campaigns and drive better results for your business. Remember to keep it simple, test regularly, and use data to guide your decisions.

CategoriesGoogle Ads

What Is ROAS & How It Helps Your Ad Campaign Earn More?

What Is ROAS & How It Helps Your Ad Campaign Earn More?
When you are running an ad campaign, your main objective will be to earn more. In case you are not getting profit from these ads, it means they are not effective. How do you come to know whether your add is generating revenue or not? There are several metrics that you can use to measure your ad success and its effectiveness. ROAS is one of the accurate ways to determine if your ads are really worth the investment. When you need to identify which ad campaigns are worth then you can use ROAS.


ROAS stands for Return On Ad Spend. The users use this metric to determine the revenue what they receive against the amount they spend on an advertisement. It helps to find how effective your online advertising campaigns are. You can also find if your advertising budget is being utilized effectively.

How To Calculate ROAS?

In order to calculate the ROAS of your ad campaign, you first have to track its conversions and sales details. In case, you are already using the ROAS of Google Ads campaigns then you can collect this detail on Ad group page of the main dashboard. Now, you will plug the gathered data into the ROAS formula as given below:

(Revenue – Cost)/ Cost

Before proceeding to calculate this, consider the campaign that you want to evaluate. Then, you will take the total revenue from that ad campaign and subtract the cost of running ad. Thus, you will get your campaign revenue which you divide by your ad spend. As a result, the return on ad spend will display. Comparatively, this metric to measure the return on ad spend is easier and simpler.

What Is A Need To Measure ROAS?

The measurement on ROAS contributes to your ad campaign improvement. It helps to know which particular ad campaign is contributing to the bottom line of your brand. Without this, you may be using your guess at what ad generating revenue more than your cost.

How To Use ROAS Metric

  • On talking about the use of return on ad spend, the metric provides an excellent insight into distinct sections of digital marketing such as marketing direction, strategy, and budget.
  • If you notice a particular campaign has a higher ROAS than others then you can find the reasons behind it and use the same strategy on other non-profitable campaigns.
  • ROAS makes you easy to identify better methods in order to allocate your budget.
  • If you find your other campaign has low ROAS, then you can use the budget from this campaign to another one that is successful.
  • On the basis of return on ad spend measurement, you would stay cautious to run similar campaigns as well as do away with them altogether.
  • If you are running a business with a small budget, then ROAS helps you obtain more out of your budget and make you able to spend wisely.

Last but not least, when you become able to measure your ad campaign return on ad spend then you will make strategic changes in its outcome and to improve more.

Tips To Improve ROAS

  • Add Negative Keywords

    This is one of the easy ways to lower the unnecessary spend in improving the ROAS. Add negative keywords to prevent your ad to show up. By using the negative keywords, you can improve the relevancy of your ads traffic. As a result, it will impact the return on ad spend.

  • Opt For Online Channels & Campaigns

    Your online ad campaign reaches to the billions of the consumer only if you choose the suitable platform. More you target the market and audience, the more chances of having improvement in your business.

  • Improve The Quality Score

    Focus on improving the quality score of your ads. It will result in lowering the cost per click and improve the ad ranking. The quality score of your ad helps Google to determine your ad ranking. And, a big part of quality assurance relies on your ad relevance.

  • Adjust Bids Based On Device

    With Google ads, set distinct bids for desktop computers, tablets and mobile devices. The desktop is the default and you can set it between 90% to 900%. Adjust the bids down especially for mobile. A mobile click is not as valuable as desktop clicks. So, you can keep it between 20% to 50%.

  • Optimize Landing Page

    When you know your return on ad spend then you can optimize the landing pages. Getting search engines to improve the conversion is a good thing. Now, if you want to convert them then make your landing page to optimize for conversions.

Finally, you know everything about ROAS and you are ready to implement this in your ad campaign to increase the profit. Still, if you are struggling to improve your campaign return on ad spend then feel free to contact WireTree. We are the leading digital marketing services company in Toronto. We have a team of professionals with years of experience and well versed with the new technologies to improve online business or ad campaign revenue.