Solutions
Account Structure for Scaling Auction Ad Spend
How you structure your ad account can help determine how you scale your auction ad spend. The way you configure and name your campaigns will make it easy to measure your success and identify problem areas when you scale your ad spend.
To measure success, create one campaign for each stage of your marketing funnel and each relevant advertising objective. Give it a name that aligns with your marketing funnel and use ad groups for more granular initiatives.
In the table below, you will find examples of how you can structure your ad campaigns.
Funnel Segment | Funnel Segment | Purpose / Goal | Relevant Advertising Objective | Campaign Name |
Stage 1 | Awareness | Connect with people that have a natural affinity for your product or service. | •Reach•Video Views | •Awareness_Reach•Awareness_VideoViews |
Stage 2 | Intent | Bring people to your website or app install page. | •Conversions•Traffic | •Intent_Conversions•Intent_Traffic |
Stage 3 | Consideration | Generate important conversion events on your website or app. | •Conversions•App Installs | •Consideration_Conversions•Consideration_AppInstalls |
Stage 4 | Purchase | Drive purchase events from people who previously signaled their interest on your website on app. | •Catalog Sales•Conversions•App Installs | •Purchase_CatalogSales•Purchase_Conversions•Purchase_AppInstalls |
Stage 5 | Loyalty | Create repeat customers and cross-sell other products or services. | •Catalog Sales•Conversions•App Installs | •Loyalty_CatalogSales•Loyalty_Conversions•Loyalty_AppInstalls |