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AdWords Fundamentals: Exam study guide

2.2 Structuring your campaign

Before you begin creating your campaign, it's important to learn how AdWords is structured. A well-organized account can help you create effective campaigns that target the right audience and, ultimately, help you reach more of your advertising goals.

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

  • Account: Your account is associated with a unique email address, password, and billing information.
  • Campaigns: Each campaign in your account has its own budget and settings that determine where your ads appear.
  • Ad groups: Each ad group within a campaign contains a set of similar ads and keywords that you want to trigger your ads to show.

Structuring your campaign

With AdWords, you'll organize your account into separate campaigns, with each campaign focusing on a single business goal, such as driving traffic to your website, or offering a particular product or service. If your business serves several geographic areas, you might want to create a separate campaign for each location.

One effective approach is to organize your campaigns to reflect the structure of your website. This allows you to create campaigns around specific themes or products. For example, an electronics retailer might create campaigns for specific product categories, such as televisions and cameras.

You control the following at the campaign level:

  • How much you're willing to spend on clicks, impressions, or conversions from your ads
  • Networks and geographical locations where you want your ads to show
  • Other top-level settings that affect your ad groups

Organizing your ad groups

Each campaign contains one or more ad groups. An ad group allows you to organize your campaign into sets of ads and keywords that directly relate to each other, which can improve your Quality Score and help boost your return on investment. For Search Network campaigns, this helps you show ads that are relevant to the searches of people you’re trying to reach. For campaigns targeting the Display Network, you can create relevant ads to show to customers browsing websites about similar topics.

Similar to your campaign structure, you'll want to create separate ad groups for each theme or product that you're advertising. Again, consider creating ad groups that are based on the sections or categories that appear on your website. For example, the same electronics retailer might create ad groups for sub-categories, like compact cameras and SLR cameras.

Example

Antoine creates a Search Network campaign to drive sales of Fiona's products, and starts researching how the campaign should be organized. He considers creating several ad groups that are based on how Fiona's website is organized — Acme's web designer has improved it — and the different products she offers, such as bunk beds, chairs, and tables. Next, Antoine starts thinking about how to reach Fiona's target audience — mothers.

Additional study materials

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