Now that you’ve created a new account, it’s time to speak the Google AdWords lingo. AdWords is organised in three layers: account, campaigns and ad groups.
An account is associated with a unique email address, password and billing information.
A campaign focuses on one theme or a group of products. For example, eBay would have multiple campaigns—one for clothes, another campaign for electronics and another campaign for books.
Each campaign is defined by a set of settings that apply to all ad groups in the campaign. For example, different campaigns would have different budgets and target audiences. They’d run at different times of the day or different months of the year. There are also more complicated settings like how these ads bid for clicks. Splitting ads into different campaigns allow you to target different keywords and audiences.
An ad group contains similar set of ads and keywords, which trigger when and where your ads are shown.
You could commission many different artworks to advertise your product—one with blue background, one with glaring yellow text, and so on. Here’s the rule of thumb to grouping ads: if the ads are shown to users searching for the same keywords, and the ads lead to the same landing page on your website, they can be grouped together.
Here are some examples:
|The advertiser||Phil, a music store owner||Suzy, who runs an online gift store||Ben, your neighborhood grocer|
|Account||Phil’s Record Company||Suzy’s Gift Shop||Uncle Ben’s Supermarket|
|Ad Group for first campaign|
|Ad Group for Second Campaign|
Besides maintaining a tidy account, organising ads into ad groups and campaigns is important to your advertising strategy. We’ll teach you more about organising campaigns and choosing good keywords later in the chapter.
For starters, you can organise your AdWords account the same way your website is structured.
1. Start organising campaigns and ad groups as you create them.
2. It is best practice to have two or three ads with a single ad group, targeting 10-35 keywords.