When creating a Google AdWords advertising account you need to understand the structure of the account, and what each part does. Think of the account as being structured as a pyramid, which is broken into 3 main levels with account being at the top followed by campaign and lastly ad group.
Let’s take a look at each level:
1. Account – This is where you have you have all the Google AdWords marketing information like unique email address, passwords, billing information and the preferences you have for the account. The preferences could be another email you want notifications to go, language, time zones, and administrative access that you allow for clients.
2. Campaign – The campaign is the most important part of the pyramid, as this is where you set the daily budget, targeting preferences, start and end dates, Google advertising network preferences, and other advanced options. A Google AdWords account contains up to 25 campaigns. The campaign is important, because you want to make sure you are targeting customers in your area with a budget that you can work with, and making the most out of it. This means finding your best converting keywords and placing them into a Google AdWords advertising campaign with a specific budget, while you brand or test in another.
3. Ad Group – This is where your ads and keywords/placements are located along with the bids. For the most part this is where you will be managing the account, and seeing how much you spend on a certain keyword. Of course all the keywords and ads in the ad group are shown based on what you have setup at the campaign level, which is why the campaign is so important. You can have 100 ad groups in a campaign.
Hopefully this rundown of the account structure helps your pay per click management account go to the next level by understanding how each level works with the other.
Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your Google AdWords marketing with our industry leading Internet consulting and pay per click management.