Google Ads keyword-based campaign structure is one of, if not, the most important aspects of driving paid performance in digital marketing at the highest levels of intent. With bad structure keywords compete against themselves, quality scores plummet, bidding and budgeting become erratic and less predictable, among many other cascading issues. Behind campaign structure (because keywords are king in my opinion), audiences and targeting are the second most important aspect of a successful campaign or marketing strategy in Google Ads. You will not see major success with 1 or the other, you will need both to work with each other to get the most out of your set goals. But what if there was a way to go deeper and get more granular. A way to combine campaign structure and audiences as one to fully understand your audience data sets and how they interact with your keywords.
This what-if is exactly what our account team uncovered as we worked through an interesting scenario for a client. We were tasked with drastically increasing efficiency (ROAS more specifically) in an already strong account and did not want to hurt total revenue in doing so. The account already had a good grasp of the correct keyword structure needed and how they were categorized. What was missing was good audience data and what to do with it.
On our end, we let performance build and compiled what we could, and then the client sent us some demographic profiles to work from. Between these 2 data sets…