All about: Google Ads Campaign Structure

Read Best practices: Google Ads campaigns for practical tips on maximizing your success with Google Ads campaigns launched through Metadata.

This article describes how Metadata deploys Google Ads natively on the channel.

How it works

Metadata Google Ads campaigns are made up of keywords, ads and offers.

Each combination of keyword, ad and offer is an experiment in Metadata.

Note: Learn more about the experiment naming convention here: All about: Metadata Campaign naming conventions.

Each experiment is a separate campaign in the Google Ads channel.

Each campaign in Google Ads is made up of a single keyword ad group (SKAG).

Why it works

Metadata makes SKAGs scalable by layering on easy management, better reporting and optimization based on deeper-funnel metrics.

Easy management

Easily create Google Ads campaigns for specific topics or strategies (eg, brand, product or service, competitor, ABM, retargeting).

Better reporting

Get insight into deeper-funnel metrics like leads, MQLs, opportunities and other custom metrics sync'd from your marketing tech stack (eg, CRM, marketing automation tool).

Optimization based on deeper-funnel metrics

Manually optimize or configure budget optimization to distribute more daily budget to the best performing keywords based on the metrics you care most about (ie, leads, MQLs, influenced opportunities or triggered opportunities).