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Struggling with how to organize your Google Ads campaigns? This episode cuts through the confusion with actionable guidance on structuring pay-per-click advertising that delivers results. We break down the hierarchy of campaigns, ad groups, and keywords while offering a surprisingly simple approach to organization: mirror your website's main navigation menu.

One critical strategy we discuss is the importance of separating branded from non-branded campaigns. Many businesses mistakenly believe bidding on their own brand terms wastes money—our case studies prove otherwise. When companies stop bidding on their brand names, competitors swoop in with their ads, intercepting potential customers and ultimately reducing overall revenue. We explain why Google typically charges you less than competitors to bid on your own terms due to relevance factors, creating a compelling reason to protect your brand presence.

Budget considerations heavily influence optimal campaign structure. For small businesses spending $30/day, we recommend keeping it simple with 1-3 campaigns maximum. At $100/day (approximately $3,000/month), expanding to 3-5 campaigns becomes viable. We explore why higher budgets typically yield better results—not just from increased exposure, but because Google's algorithms have more data to optimize performance. The most compelling advantage of PPC? Unlike SEO's 6-12 month timeline, well-structured campaigns can deliver measurable results within days, making it perfect for businesses seeking immediate traffic and lead generation.

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