Google Ads Tutorial

Google Ads Account Structure

Table of Contents

  • Understanding Google Ads Account Structure

Understanding Google Ads Account Structure

There are three different levels of account structure, each requiring its own setup. If you have already set up your AdWords account, then you might already have the top layer organized, meaning you only have to focus on Campaign and Ad Group structure, but here’s a guide from start to finish on getting it all set up:

  • Structuring your account: 

    This is all primarily done when first setting up your AdWords account if you haven’t done it already. You simply need to register your account, inputting your email, password, business name, and billing information. You can also input the websites you want to advertise, from which you can build your campaigns.


  • Structuring your campaigns: 

    This is where you set up campaigns based on the type of campaign (such as Search Network or Display Network), as well as the purpose of the campaign. For instance, you can set up campaigns based on targeting different locations, as well as campaigns based on branded keywords and non-branded keywords. You also set the budget for your campaign here, meaning that you can create campaigns with different bidding options, allowing you to change budgeting tactics to incorporate features like automated bidding.


  • Structuring your ad groups: 

    Under each campaign, you will have a number of ad groups that each contribute to the campaign’s overall budget. While there’s no hard limit, you don’t want to create too many ad groups per campaign as it can make it more difficult to manage and can stretch the budget of the campaign to the point that no ad group is funded adequately enough. A recommended amount is 7-10 ad groups per campaign and 2-3 ads per group. Here, you also set the ad or ad text, landing pages, and the keywords or placements that cause the ad to appear.
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