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Structure: Brand vs Non-brand and Intent Splits

Why structure matters​

Structure is how you control budgets and diagnose problems.

Beginner structure​

  • Campaign 1: Brand
  • Campaign 2: Non-brand high intent

Optional later:

  • Campaign 3: Commercial research

Ad group structure​

Group by intent theme, not by random keyword lists:

  • pricing
  • emergency
  • near me

Mini-lab​

Draft:

  • 2 campaign names
  • 3 ad groups for non-brand

Next Step​

Continue to Launch Checklist and First 72 Hours.