Normal

We always follow this template and structure for our campaigns:

Campaign: Search – Core Keywords

• Ad Group 1: High-Intent Purchase Keywords
  • Keywords: Broad match terms like “buy [product]”, “[product] pricing”:
    • buy grass-fed lamb dog food
    • high protein dog food for active dogs
    • best raw lamb dog food
    • grain-free lamb dog food
  • Ad Copy: Strong CTA, price-based offers
    • Headline 1: "Grass-Fed Lamb Dog Food – Free Shipping!"
    • Headline 2: "High-Protein, Grain-Free – Vet Approved"
    • Description: "Try our all-natural, grass-fed lamb chow. Great for sensitive stomachs. Order now & get 10% off!"
  • Landing Page: Product page or homepage (depending on product)
• Ad Group 2: Problem-Solution Keywords
  • Keywords: “[problem] solution”, “best [product] for [use case]”
    • best dog food for allergies
    • dog food for sensitive stomachs
    • healthy raw diet for dogs
    • best dog food for coat health
  • Ad Copy: Focus on pain points, problem-solving
    • Headline 1: "Sensitive Stomach? Try Grass-Fed Lamb!"
    • Headline 2: "Vet Recommended for Allergy-Prone Dogs"
    • Description: "Our lamb-based formula supports digestion & skin health. See the difference in 30 days!"
  • Landing page: Talk directly to the problem and solution (allergies)
• Ad Group 3: Competitor Terms (Optional)
  • Keywords: Competitor brand names + qualifiers like “alternative”
    • Blue Buffalo lamb dog food alternative
    • Orijen lamb dog food vs
    • best Honest Kitchen dog food alternative
    • is Stella & Chewy’s good for dogs
  • Ad Copy: Positioning against competitors
    • Headline 1: "Better Than [Competitor]? Try This!"
    • Headline 2: "Grass-Fed Lamb – No Artificial Fillers"
    • Description: "More meat, no fillers, and healthier digestion. Compare us to [Competitor] & see why dogs love it!"
  • Landing Page: Comparison page

Note: This campaign only has 3 ad groups but it could have more if there are more specific problem-solution or high-intent searches

More complicated

As discussed we might want to create more campaigns if:

• We want to control the budget more tightly across certain ad groups or locations
• We have a lot of different products
• We want to tailor campaigns to specific languages
• We have a lot of different ad groups and want to couple them more tightly
• We have different conversion goals across different ad groups (purchase vs book a webinar)

Obviously this could greatly increase the number of campaigns and looks different for different companies so we won't go into too much detail into one specific type.