There are benefits to both build types, but you will only reap the benefits if you use the build type that is best for your business.
For instance, if you're selling in category with little brand loyalty, spending money targeting potential competitors may not offer a good return or help you capture more market share. In this situation, the basic build type would be recommended.
Whereas, if you're a well established brand, grouping all audience segments within the same campaign/ad groups would result inefficient spending and make it difficult to control performance. In this situation, the advanced build type would be recommended.
Which Build Type is right for you?
When thinking about which strategy is best for you, consider:
Brand Awareness: Do consumers easily recall and recognize your brand?
Brand Loyalty: Do you sell in a category high brand loyalty?
Business Age: Are you a young or mature brand?
Basic Build: Mirrored Structure
Basic Structure is best for sellers who are newer to advertising or are still trying to establish their brand and improve ranking on category level keywords.
Benefits of the Basic Structure:
Utilizes Explore and Exploit Strategy (keyword discovery)
Improves Advertising Efficiency
Maximizes Smaller Budgets
Targets Spend at Category Terms
Advanced Build: Audience Based Structure
Advanced Structure should be used for established brands. Similar to basic structure, this build improves efficiency and aids in keyword discovery. In addition, it offers you more control over spend and performance by targeting shopper segments (audiences).
When to use the Advanced Structure:
High Number of Searches Involving your Brand Name
Need to be more Granular in Spend Allocation
Capture More Competitor Market Share
Defend Brand Market Share