Ask What does a good paid search campaign structure look like for an e-commerce business?

[Newman]

A good structure usually starts by grouping products into separate campaigns based on category. For example, shoes in one campaign, bags in another. Inside each campaign, you create ad groups for more specific types, like men's shoes or women's shoes. Each ad group should have its own keywords and ad copy that match those products closely. This keeps everything organised and helps you control your budget better per product category. So what do you think matters more when structuring an e-commerce campaign, product categories or budget allocation per group?

 

[Luna Logics]

Product categories matter more at the start because they shape the entire relevance of your campaigns keywords, ads, and landing pages all depend on that structure. If the categories are messy, no amount of budget control will fix poor targeting. Once the structure is solid, then budget allocation becomes the key lever for scaling what's already working. So I'd say get the category-based structure right first, then use budget to fine-tune performance and growth.

 

[Medusa_p]

A solid e-commerce paid search setup is usually split by intent. You separate brand terms, non-brand product categories, shopping campaigns, and remarketing. Ad groups should stay tightly focused on one theme, with matching landing pages. This helps control budget, reduce wasted clicks, and scale the campaigns that actually bring in sales.

 

[Mandela]

A good paid search structure for e-commerce usually starts with clear campaign separation. Businesses often split campaigns by product categories, such as shoes, clothing, or accessories, so budgets and performance can be tracked properly. This makes it easier to see which product lines are profitable and where more spending should be focused.

 

[Anthony Joshua]

A good paid search structure for e-commerce usually starts with clear campaign separation. Businesses often split campaigns by product categories, such as shoes, clothing, or accessories, so budgets and performance can be tracked properly. This makes it easier to see which product lines are profitable and where more spending should be focused.

A strong e-commerce structure also includes separating branded and non-branded traffic. Branded campaigns protect existing demand, while non-branded campaigns help attract new customers. Some advertisers also use remarketing campaigns to bring back visitors who did not buy on their first visit.