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About your account organisation

Before you create more ads, you should understand the three-layer design of AdWords. Understanding the relationship between the layers of your account will help you to organise your ads, keywords and ad groups into effective campaigns that target the right audience.

This article explains how the elements in your account are organised.

How AdWords is organised

AdWords is organised into three layers: account, campaigns and ad groups.

  1. Your account is associated with a unique email address, password, and billing information.
  2. Your campaigns have their own budget and settings that determine where your ads appear.
  3. Your ad groups contain a set of similar ads and keywords.

    Notes

    • For video campaigns, an ad group contains video ads with common targeting criteria and bids.
    • An ad group can have video ads with only the same format. To run TrueView in-stream and in-display video ads, you need to create two different ad groups.

Accounts

Unique email and password
Billing information

Campaign

Campaign

Budget
Settings

Budget
Settings

Ad Group

Ad Group

Ad Group

Ad Group

Ads
Keywords

Ads
Keywords

Ads
Keywords

Ads
Keywords

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