Campaign structure: why fragmented campaigns won't succeed

In this lesson

1. Fragmented accounts spread conversion data too thin, so Smart Bidding gets inconsistent.
2. The golden rule: always consolidate as much traffic as possible, and only segment when there is a good reason.
3. Nine reasons to segment, from different bid strategies or targets to budgets, settings and reporting needs.
4. When in doubt, consolidate. You can always segment if data proves it's needed.

Chapters

1. 00:00Introduction to campaign structure
2. 00:20The pitfalls of fragmented campaigns
3. 02:42Benefits of consolidation
4. 04:22Case study: consolidation
5. 07:31Why consolidation is effective
6. 11:45The golden rule of consolidation
7. 12:10When to segment your campaigns
8. 15:51Enough conversion data
9. 17:02When in doubt, consolidate

Slides

Resources

Quiz

From the lesson

In this lesson, I want to zoom in on why having a solid campaign structure is so important for campaign success. You will learn why campaign consolidation is so effective, our golden rule when it comes to campaign structure, and a couple of reasons to segment your campaigns.

Without a solid campaign structure, your campaigns will become fragmented. This is one of the bigger mistakes I come across in Google Ads accounts: people create a lot of different campaigns with a lot of underlying ad groups, and that hurts performance.