Why it's time to reassess your AdWords account structure

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Why it's time to reassess your AdWords account structure

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We are now seeing many of the changes announced by AdWords in May across all accounts. This is great news in terms of creating new opportunities, but it's bad news if you thought your account was perfectly structured. While each new feature works great with your current account structure, your setup might not be the most efficient anymore. So maybe it's time to revisit the debate about AdWords account structure. I'll explain how each of the new features can change your opinion on the right structure for an AdWords account. Expanded Text Ads (ETA) All accounts now have the ability to create ETAs. Since the results have been mixed, as reported by Andy Taylor and Ginny Marvin, I recommend not removing old ads - at least for now. Although Google has announced a firm date when it will no longer be possible to create legacy ads (October 26, 2016), they have not announced when legacy ads will no longer run. So if the old ads sometimes outperform your new ads, there's no rush to make the switch.

When determining which ad to keep, you'll obviously want Belarus WhatsApp Number List to look beyond click-through rate (CTR). Google has touted CTR improvements in some of its case studies, but we really should assess the impact of new ads on metrics like “conversions per impression,” which combines CTR and conversion rate. A/B Testing Old Ads and Expanded Text Ads in Optmyzr In this illustration from our own Optmyzr account, you can see an example where old ads and large format ads are at a dead end when it comes to CTR, but the old ad is converting much better. Notes on expanded text ads and account structure The reason why ETAs impact account structure is that there is no support for mobile favorite ads. In other words, the same ETA will be displayed on all device types. If in the past you've found that different messages perform better on mobile devices, you can tell Google that you'd prefer to use a different ad for searches on those devices.

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This is no longer possible, and after October 26, any new ad you create will be shown on all devices. Preferred mobile to mobile URL with expanded text ads Knowing Google, I'm confident that the Ad Quality System will know which ad variation will perform best on a given device and serve that ad. This means you need to have at least two ad variations per ad group, but that's nothing new. we should all be testing several ad variations already. Of course, the way Google evaluates the best ad is normally based on CTR, so you still can't profit from showing the ad that gets you the most conversions. This is where the new “perfect structure” comes in. To reclaim the control lost on this launch, you might want to have separate ad groups for different devices. Account structure for expanded text ads and legacy AdWords ads Legacy ads have the option to specify a mobile-friendly option so that an ad group can easily cover all devices. Expanded text ads don't have a mobile-friendly option. Therefore, if you want to show different ads on different devices, you need separate ad groups. The above structure is now possible thanks to the new way device bid modifiers work. I will explain them to you in the next section.
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