Want to scale your e-commerce brand with Google Search ads?

You need to understand how to correctly structure your search campaigns

Before breaking down, there is a disclaimer.

Disclaimer: It depends on the individual brand goals, timelines, competition, sales cycle etc. Nothing is set in stone until you properly test it and there is no one size fits all.

Rule of thumb: Any time you want control over your budget, you need to create a separate campaign.

Let’s break it down.

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🔑 Fundamental concepts

Before starting to talk about the structure, you need to understand the difference between a couple of concepts:

Cold vs. brand vs remarketing targeting

• Cold / non-brand/ generic targeting - Targeting keywords that do not contain your brand or branded product names. But contain generic product names, for example: knee massager
• Brand Targeting - Targeting keywords that contain your brand name or branded product name, for example: Nooro
• Remarketing - practice of showing your campaigns to users within audience segments who have taken specific actions with your brand. For example, targeting website visitors last in the 30 days

If you want to know more, how remarketing audiences works check my guide about audiences.

Responsive Search Ads (RSA) vs. Dynamic Search ads (DSA)

• RSA - Google lets you create an ad that adapts to show more relevant messages to your customers. You create them manually and you need to provide up to 15 headlines and 4 descriptions.
• DSA - Google uses your website content to target your ads and can help fill in the gaps of your keyword based campaigns. Google creates them automatically. You just need to provide 2 descriptions.

6 possible combinations

We have in total 6 possible combinations of search campaigns: