Performance Structure
Every digital advertising professional must know the main structure of the campaigns, this will be the very guide where everything makes sense.
This structure has 4 levels:
- Accounts
- Campaigns
- Ad groups
- Advertisements
Each of these levels has a different function.
- Account: is where the payment method is configured, this may vary depending on the amount to be invested month by month. A large company that is going to invest many millions has the possibility of accessing a line of credit while a small merchant will charge their credit card. In addition to the payment method, at this level we configure all the information of the company that is going to advertise.
- Campaigns: This level will define the commercial objective. We have to understand that we are working with machines, with platforms with specific settings, there are no grays here and when we tell the algorithm that we want a specific objective, it will push all that campaign to achieve it, with campaign we also mean assigning everything budget to that goal. It is very important to understand this because it is what will define the KPI to be observed in order to understand if the campaign was successful or not.
Example: I have an investment of $X to achieve X amount of sales in X period of time (sounds like smart goals, everything is making sense). The KPI that we are going to report to understand if we achieve the objective is going to be the amount of sales. It is super important to differentiate and clarify what is being measured, because it is possible that a company says, I sold but did not add followers. How do we explain this? The goal of the campaign was not to increase followers.
- Ad group. The name of this level may vary depending on the platform.
For example:
Google — Ad Group.
Meta – Ad Set.
The end goal is the same. This level helps us organize and divide targeting by ad groups, these are the key to successful campaigns. We divide X ads based on the profile we target. An ad group contains ads that share similar targeting. Each campaign is made up of one or more ad groups. Use ad groups to organize your ads by common theme. Suppose we have a multi-brand clothing business, the company has clothing for children, adolescents and adults. We could create different ads for groups of people with different ages, the creativity will not be the same because they do not have the same interests and the communication will be more personalized.
- Ads: With ads we refer to the pieces of the specific campaign, the creatives that we are going to use to attract users. Here are the three principles the Google Media Lab team follows to create banner ads, along with some examples of each:
- Create attractive ads. Banner ads must be attractive enough to catch the attention of users. It’s the only way to get the message across. Animations and the use of faces, brand colors and clear text, for example, help a banner ad stand out from the rest.
- Create concise ads. Someone may see a banner ad and only pay attention to it for a moment. Look for a concise message that convinces the user in that brief moment.
- Create clear ads. Banner ads are usually relatively small, so you don’t always have a lot of space. Don’t include too much information if you don’t want the ad to be too cluttered. You’re better off clearly conveying a single marketing message about a single product. This also applies to calls to action.
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