The structure of your online store is important for your customers’ shopping experience, but it also has an effect on the success of your advertising campaigns. We believe that the best practice is to have complete compatibility between the store’s data structure and the advertising campaign structure. Having a logical data structure in your website, makes it much simpler to create an efficient ad campaign. Mirroring the website’s structure, you can create different ad campaigns for different categories of products you sell in your online store. The ad groups in each ad campaign represent different subcategories, and the ads correspond to the different attributes your store offers for each product.
For example, a clothing store would like to run an ad campaign for Nike running shoes. The website’s category structure is: Shoes category → Running Shoes subcategory → Nike (brand attribute) Running Shoes, and the ad campaign should mirror this structure. It should be structured as: Shoes campaign → Running Shoes ad group → Nike Running Shoes ad.
This type of structure helps you create better landing pages, gives you much more control of your ad campaigns, and allows for better monitoring of ad performances and optimization.
Having an organized and logical data structure in your website pretty much creates landing pages for you. If your store is structured correctly, the result pages for the different attribute navigation selection serve as the best landing pages. The products presented in these pages are exactly the products you are advertising in your ad, and exactly what the users searched for, so there is no need to create a unique page for the ad. You already have a very relevant landing page.
Keeping up with running shoes example, the link in the ad that appears in the search results for “Nike running shoes” should definitely lead to the landing page showing the results of the “Nike” brand attribute navigation in your store. This way, you are able to direct interested customers straight to the products they are interested in, which helps improve conversion rates.
Creating an ad campaign that corresponds to your website’s structure also allows you to monitor the performance of each ad across different segments, and optimize each one separately. By following your online store’s structure, and setting up ads for each attribute you offer in each category, you get a full picture of how efficient your ad campaigns are. Such coverage allows you to see which products sell the best, which keywords are most efficient, which locations are more profitable, and more. All this information is used, eventually, to determine where and how to invest your advertising resources, and how to optimize your efforts.
With the information you collect from all the different ads, you can now set out to optimize your ad campaigns. You may learn that most people who visited your online store through your Nike running shoes ad, purchased size 10 shoes. It would then be easy to create a new ad to the running shoes ad groups, focusing on both the “Brand” and the “Size” attribute. An ad campaign structure that mirrors the website’s structure makes optimizing your ad campaigns more convenient and involves less guess work than a disorganized structure.
Your website’s data structure can impact the success of your advertising campaign. In our opinion, it is best for an online store to have an organized and logical data structure that can serve as the basis for ad campaigns. The organized structure makes the process of creating, maintaining and optimizing the campaigns much more efficient. Not having a logical and organized data structure, on the other hand, leaves you with no basic layout to help you build your ad campaigns, which makes them less efficient. Without a basic structure to guide you, most of the process is guess work or trial and error, and the information you collect from the ads is out of context. We are not saying your campaigns will not be profitable – we are only saying that they can be much more profitable, with an organized data structure.