In my previous article, I spoke about the new trend coming from Japan about how to structure our Google Ads accounts in an efficient way, that was reinforced with a new system: Gorin. And it even evolved even further and now they apply a new and improved system: Mugen, which will be the system I will try to explain in this article.
In 2019, Google announced hagakure, a new account design concept based on GORIN, Mugen. If the characteristic of GORIN is “efficiency”, the characteristic of Mugen is “expansion”.
The concept is “expansion of valuable IMPs for business growth”, assuming efficiency.
The elements that make up Mugen are roughly divided into three.
- Bid strategy
- reach
- Advertising quality
Let’s dig a little deeper into the three elements above.
Component 1 Bidding strategy
In the bidding strategy, Mugen recommends “use smart automated bidding that matches KPI” after evaluating the intermediate route leading to conversion using attribution.
If you have conversion tracking set up, Google Ads recommends implementing the following bid strategies depending on your KPI.
- Maximize conversions… Adjust to maximize conversions within your budget
- Target conversion unit price … Adjusted to maximize the number of conversions within the specified CPA
- Target cost-effectiveness: Maximize the number of conversions with the specified target cost-effectiveness
Of these three points, it is essential that only the target cost-effectiveness has 15 or more conversions in the last 30 days.
Component 2 Reach
Reach has emerged in the elements that make up GORIN, but the reach here is different from that of GORIN. The reach of mugen is a guideline for expanding the IMP.
Especially recommended is the introduction of Dynamic Search Ads (DSA).
DSA is a function that automatically generates related keywords based on the URL of the specified website, automatically generates a headline when that keyword is searched, and displays an advertisement to be skipped to the corresponding page.
Advertising can be displayed even for search terms that could not be covered manually, allowing you to expand your reach even further. Combining this feature with smart automated bidding, you can expect better performance than regular campaigns.
As a caveat, ads may be displayed with unexpected keywords (such as keywords that should be excluded and were not expected), so visual confirmation is essential.
It is recommended to use broad match keywords and narrow down broad match keywords to expand reach, but narrow down narrow match may be out of mugen.
Hagakure structure explained on Google Boot Camp
Component 3 Advertising quality
In terms of ad quality, Mugen specifically recommends Responsive Search Ads (RSA).
It is a function that allows you to set more headlines and explanations than ordinary text ads, and delivers those that are highly relevant to the search keyword from the set options.
Since machine learning is automatically performed and the combination of good results is delivered, the number of clicks and conversions can be expected to increase.
Advantages of Mugen
The biggest advantage of using Mugen is that, as the concept of Mugen is expanding, it can reach users who have not been able to approach it until now.
The target keywords for search ads tend to be biased toward some keywords, but the world is constantly creating queries, including new ones.
Of course, it is important to keep an eye on existing queries and also to discover new queries.
Summary
This time, we explained the concept of the account structure “Mugen” that was newly announced by Google, along with the existing structure concepts of hagakure and GORIN.
If Mugen, which is the base of Mugen, does not have the design of hagakure and GORIN, the cost will increase, and it will be difficult to achieve results. Make sure that you have a good account design base before using it.
Also, Mugen has the disadvantage that CPA tends to soar , so please use it while considering the advantages and disadvantages.
Summary of hagakure structure
I do not think there is a correct answer in the account structure, this is only an approach, not the only one you should take into consideration in your PPC strategy, this will not solve your problems..
In addition, even if the account is replaced with the hagakure structure, the results will not be achieved unless the PDCA for subsequent operations (such as “recognizing the movement of the search query and adding an advertisement text”) is implemented.
The logic and features of listing ads are evolving day by day, so the recommended practices may not always work in the future.
It’s important to try new methods and features, not just “hagakure”, when new methods and features are released, rather than sticking to the existing methods.
“The important thing is to continue to have questions. Intellectual curiosity has its own meaning. 』By Einstein