Designing a clear campaign structure
A well-structured campaign is the foundation of every successful search strategy.
In Sklik, your account is built hierarchically — from campaigns, through ad groups, down to keywords and ads.
Spending time on your structure pays off: it simplifies optimization, improves ad relevance, and helps you evaluate performance clearly.
Suggested structure:
Account | Account | Account | Account |
|---|---|---|---|
Campaign 1: Brand | Campaign 2: Broad KWs | Campaign 3: Categories | Campaign 4: Products |
AdGroup: Brand name | AdGroups (e.g.: Sport clothes; Sport equipment) | AdGroups (e.g.: Sport T-shirts; Tennis racquets) | AdGroups (e.g.: Yonex Ezone) |
Such could look the structure of your Search campaigns.
Each ad groups should have related KWs and we recommend avoiding more than 5 per each ad group so the relevance to the ad will be maintained easily.
Why Structure Matters
A precise campaign structure ensures:
- Easier navigation and optimization within your account
- More relevant ad copy tailored to each keyword group
- Higher CTR (Click-Through Rate) thanks to better match between user queries and ad text
- More accurate performance reporting and budgeting
Tip: Avoid placing the same keyword in multiple ad groups. Sklik will show only one ad per auction, and the system may randomly rotate them – distorting your statistics.
Best practices:
- Keep keywords in an ad group tightly related (use synonyms or variations).
- Name each ad group by its main keyword (e.g., „wooden toys,“ „sandbox with cover“).
- Link each ad group to the most relevant landing page on your site.
- If a product or service is a top priority, give it its own dedicated campaign (or several).
- If you sell seasonal goods (e.g., summer vs. winter), keep them in separate campaigns. You can easily pause, reactivate, or evaluate them later.
Common Mistakes to Avoid
❌ Mixing unrelated keywords within one ad group
❌ Using identical keywords in several groups
❌ Not matching ads to landing pages
❌ Ignoring seasonality in campaign setup