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I’ve encountered many different school of thought when it comes to structuring Google Ads Campaigns. But there are two that keeps on coming up time and time again when I chat with other Google Ads managers. The infamous SKAG structure and a newer approach is the BMM\/Exact campaigns.<\/p>\n
While this post will not go into the details of each of the structures I believe each style has it’s own merit. That’s why I’ve created 2 tools to build these campaigns to allow me and my Google Ads manager buddies to test each of these strategies. The advantage of BMM\/Exact campaigns is that you can funnel impressions to your exact match keywords.\u00a0<\/p>\n
You funnel the impressions of exact match keywords by using a strategy called negative keyword sculpting, this Web App will create the AdGroups(a BMM and a Exact AdGroup), Keywords and also the negative keywords that you would need to effectively use negative keyword scuplting. Right now, I don’t have the Expanded Text Ads creation completed yet, but it will come soon.<\/p>\n
You need 2 things to make this happen, a definition of which campaigns you want to send the BMM adgroups, which campaigns you want to send the Exact adgroups and finally a list of keywords that will be utilized in each of the adgroups.<\/p>\n
This is what the campaign definition would look like:<\/p>\n
This is what the keyword definition would look like(super simple):<\/p>\n This is what the AdGroup output would look like after the web app executes:<\/p>\n This is what the Keywords output would look like after the web app executes:<\/p>\n This is what the Negative Keywords output would look like after the web app executes:<\/p>\n![\"\"](\"https:\/\/searchadspro.com\/wp-content\/uploads\/2019\/04\/bmmexact-webapp-campaign-config.jpg\")
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