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Unit 3.3

Campaign Structure, Targeting, and Budgeting

Digital Marketing Course

Learning Objectives

By the end of this chapter, you will be able to structure, target, and budget a Google Ads campaign effectively.

  • ✅ Understand the hierarchical structure of a Google Ads account.
  • ✅ Identify and apply key targeting options to reach specific audiences.
  • ✅ Explain the principles of setting and managing campaign budgets and bids.
  • ✅ Apply these concepts to create a logical campaign plan for a given scenario.

The Foundation of Success ⚡

Why is a well-structured campaign so critical?

A Good Structure Provides:

  • Control: Manage where, when, and to whom your ads appear.
  • Relevance: Deliver the right message to the right user.
  • Efficiency: Optimize your budget and maximize ROI.
  • Scalability: Easily expand and manage your advertising efforts.

A Poor Structure Leads To:

  • Wasted Spend
  • Low Quality Scores
  • Irrelevant Clicks
  • Poor Performance Data

Google Ads Hierarchy 📊

Think of it like a filing cabinet, organized from broad to specific.

  1. 1. Account

    The top level, containing all your campaigns. Associated with a unique email, password, and billing info.

  2. 2. Campaign

    Has its own budget and settings (like location) that determine where your ads appear. Each campaign should have a single business goal.

  3. 3. Ad Group

    Contains a set of similar keywords and the ads that are triggered by them. Each ad group focuses on one specific theme.

Visualizing the Hierarchy

ACCOUNT

Your Trekking Company

CAMPAIGN

Annapurna Treks

Budget: NPR 2,000/day
Target: Europe

CAMPAIGN

Everest Treks

Budget: NPR 3,000/day
Target: North America
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AD GROUP

Budget Annapurna Treks

Keywords: "cheap annapurna trek", "annapurna circuit budget"

AD GROUP

Luxury Annapurna Treks

Keywords: "luxury annapurna lodge trek", "premium annapurna tour"

The Art of Targeting 🎯

Reaching the right people in the right place at the right time.

Targeting is the method of defining and selecting the specific audience you want your ads to reach.

Google Ads offers a powerful suite of targeting options to move beyond just keywords.

Common Targeting Methods

📍 Location Targeting

Show ads to users in specific countries, regions, cities, or a radius around a location.

Example: A hotel in Thamel targets tourists within a 5km radius of Kathmandu.

🧑‍🤝‍🧑 Demographic Targeting

Target based on age, gender, parental status, or household income.

Example: A high-end clothing store in Durbar Marg targets high-income users aged 25-45.

🎨 Interest Targeting

Reach users based on their passions, habits, and what they're actively researching (Affinity & In-Market audiences).

Example: A mountain bike shop targets users with an affinity for "Outdoor Enthusiasts".

🔍 Keyword Targeting

The classic: show ads to users searching for your specific keywords on Google.

Example: A language school bids on "learn Nepali language online".

Managing Your Investment 💰

Budgeting and bidding put you in control of your ad spend.

Daily Budget

The average amount you're willing to spend per day on a specific campaign.

  • Set at the campaign level.
  • Google may spend more or less on a given day, but won't exceed your monthly charging limit.

Keyword Bid

The maximum amount you're willing to pay for a single click on an ad.

  • Also known as Max CPC (Cost-Per-Click).
  • You often pay less than your max bid.

Key Takeaway: You have full control. You can start with a small budget (e.g., NPR 500/day) and adjust it at any time based on performance.

Practical Application: A Nepali Business

Scenario: "Nepal Handicrafts Online"

An e-commerce store in Patan wants to sell handmade singing bowls to customers in the USA and Canada.


Proposed Structure:

  • Campaign: Singing Bowls - USA & Canada
    • Budget: $20/day
    • Location Targeting: United States, Canada
    • Language: English
  • Ad Group 1: Meditation Bowls
    • Keywords: "tibetan singing bowl for meditation", "buy meditation bowl online"
    • Ads: Focus on peace, mindfulness, and sound healing.
  • Ad Group 2: Healing Bowls
    • Keywords: "sound healing bowls", "seven chakra singing bowl set"
    • Ads: Highlight therapeutic benefits and vibrational healing.

Key Takeaways

Let's summarize the core principles for effective Google Ads management.

  • 1️⃣ Structure is Strategy: The Account > Campaign > Ad Group hierarchy is the blueprint for control and relevance.
  • 2️⃣ Thematic Ad Groups are Key: Group tightly related keywords with highly specific ads for better performance.
  • 3️⃣ Target with Precision: Layer targeting options (Location, Demographics, Interests) on top of keywords to find your ideal customer.
  • 4️⃣ Budget with Confidence: Use daily budgets and max CPC bids to control your spend and maximize your return on investment.

Thank You

Any questions?

Next Topic: 3.4 - Ad Copywriting & Quality Score

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