Google AdWords Account Structure

A Google AdWords account is grouped into campaigns then ad groups. Ad groups contain a group of keywords and ads related to those keywords. You can write ads for Google’s Search Network or Display Network, depending on the goal of your ads, where you want them to show and whether or not you want to incorporate image, videos, animations or other features. Before you learn about the different types of AdWords ads, you need to know how to segment your campaigns.

Best Practices for Segmenting Your Google AdWords Campaigns
In this section, you will learn about the different types of ads and varying user intents that will dictate how you will segment your AdWords campaigns.

  1. Google Search Network: On this network, your text-only ads will show when someone uses Google search, and also includes Google Shopping, Maps, Images and Groups. They will also appear on Google search partner sites (AOL, ASK, CNN, etc.). Your ads will appear on the top and right-hand side of the search engine results page. You will want to separate your Search Network campaigns from your Display Network campaigns.
  2. Google Display Network: On this network, you have the ability to create ads with images, animations and video that will appear on other websites, videos and applications. You will want to have separate Display Network campaigns and Search Network campaigns.
  3. Google Remarketing: A feature on the Display Network, remarketing allows you to target people who have previously visited your website with relevant, targeted ads as they browse the Internet.
  4. YouTube Advertising: On the Display Network, you have the option to advertise on YouTube with any type of ad – image, video and text. You can also target specific placements (categories) on YouTube, like Food & Drink or Technology.
  5. Location Targeting: There are several options for targeting specific locations within your AdWords account. You can utilize radius targeting, location extensions and bulk location targeting.
  6. Device Targeting: Target your ads to specific types of devices, like desktops or laptops, mobile devices and/or tablets. You will learn how and when to use device targeting depending on the nature of your unique business.
  7. Google AdWords Campaigns: Before you can begin writing ads and managing your PPC account, you must be familiar with how to create campaigns and know the limits on campaigns. You will learn how to create a campaign, the naming structures we use, how to target, bid and more.
  8. Google AdWords Ad Groups: Ad groups are what make up campaigns. You need to know the limits on ad groups, how to create ad groups, how to name them and when to create new ad groups.

Google Search Network
Now that you understand the Google AdWords Account Structure, you will learn how to choose the right network for your ad campaigns. First, read all about Google Search Network.