Basic structure for SEM campaigns in Google Ads

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Although there are several ways to apply the basic structure in SEM campaigns, there are some common concepts that must be taken into account:

Differentiate branded campaigns from non-branded ones . Campaigns that are brand-oriented should be clearly differentiated from those that are brand-oriented towards terms or concepts related to products/services.
Work on ad relevance . Ad relevance has to do with the keywords used to trigger it (the first level the user is on), the ad itself, and finally the landing page it leads to. If the three concepts are not aligned with each other, the relevance will be lower, there will likely be a high bounce rate, and performance will be low.
Take advantage of dynamic content . The chances of the user pakistan consumer email list finding exactly what they are looking for, and that search being linked to the ad, are more easily achieved by using what are known as Dynamic Keywords Insertion in text ads. However, although it is generally recommended, there are accounts that, due to their special characteristics, do not achieve an improvement in performance with this technique.
Taking care of all these concepts will help if we use Smart Bidding, since the good score we will obtain will help to better optimize the performance of our campaigns. If you have doubts about this type of bidding, check out our information where we analyze the differences between automatic and manual bidding with Google Ads , where we review what advantages each one offers and help you choose.