Campaigns give structure to the products or services that you advertise. In manual campaigns, you create the ad groups, keywords, and text ads that Search Ads 360 traffics to an engine. (Inventory keyword campaigns and Shopping campaigns use an inventory feed to automatically generate the structures that are trafficked to the engine.)
A manual campaign consists of one or more ad groups. Each ad group contains ads and keywords that relate to each other.
The keywords that you create for a given ad group are used to target your ads to potential customers. For example, if your company offers loans, you can submit 'home mortgage' as a keyword in your Search Ads 360 ad group. When a search engine user enters 'home mortgage' in a search, an ad from the ad group could appear next to the search results.