When you plan to run Google Ad campaigns, you need to understand how Google Ads account is structured. There are four levels in the Google Ads Account structure: Account, Campaign, Ad Group, and Keywords & Ads.
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Top Level: Account
In order to have a Google Ads Account, you need to sign up for a Google account. If you already have a Gmail account or Google account, you can just link your current account directly to the Google Ads account.
Under the account level, you can set up your email, time zone, billing information and billing cycle, and user access setting.
Second Level: Campaign
You could set multiple campaigns under one account level. You could set campaigns based on location targeting, product categories, or other marketing goals.
Under the campaign level, you can set up your location targeting, ad scheduling, device targeting, and etc.
Third Level: Ad Group
Each campaign can have different ad groups. An ad group contains one or more ads that share similar targets.
At the ad group level, you have ad rotation settings and CPC or PPC settings. There are certain settings that are available at both the ad group and the campaign level such as audience targeting.
Last Level: Keywords & Ads
You could have a certain amount of keywords under each ad group. Make sure your keywords are relevant to your ads.
Your ads and keywords are sorts of the mediator between an ad being shown or search terms. Search terms are what the user actually types into the Google search engine. Google then looks to your keywords to see whether your keywords are related enough to search terms. Then, the ads will rotate in different ways for a specific group of keywords inside the ad group.
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