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Account Structure Standards

Objective​

Build account structures that make optimization decisions clear and traceable.

Naming Convention​

Use market-channel-objective-theme.

Examples:

  • id-search-leadgen-plumbing-emergency
  • sg-pmax-sales-home-appliances

Structural Rules​

  • Separate brand and non-brand campaigns
  • Separate high-intent and exploratory demand capture
  • Keep geo and language splits where economics differ materially
  • Keep budget ownership obvious by campaign purpose

Anti-Patterns​

  • One campaign for all services and locations
  • Mixed conversion objectives in one campaign
  • Naming without market or objective markers

QA Checklist​

  • Every campaign name maps to one intent and one objective
  • Ad groups have clear thematic boundaries
  • Budget allocations reflect priority segments

Next Step​

Return to the module overview and continue with the next lesson in sequence.