Account Levels In Google AdWords

Published by Algorithmic Global on

There are different levels within Google AdWords. Because the platform can be slightly intimidating to first time users, the best approach is to understand what goes into creating the skeleton.

The levels of AdWords are in this exact order, account, campaign, ad group, and keyword.

Let’s dive a little deeper into what goes into each level.

Image result for adwords account structure
Google Account Structure

Account Level

To get started, the information needed to create an account is the following, billing, address, language, account type (search ads or smart campaign), account access, time zone, notification settings, and preferences.

Campaign Level

An ideal AdWords account consists of a campaign, an ad group, relevant keywords, and for best practices three ads. It’s best to create three ads per ad group so Google can cycle through each ad to collect data on user behavior. 

The first step after opening an AdWords account is creating a campaign. During campaign creation, a business must decide on various settings such as:

  • Types of campaigns: A company must choose between running ads on the Search Network, Display Network, or both. 
    • Search Network: The Google Search Network is a group of search-related websites and apps where your ads can appear. When you advertise on the Google Search Network, your ad can show near search results when someone searches with terms related to one of your keywords.
    • Display Network: A group of more than 2 million websites, videos, and apps where your ads can appear. Display Network sites reach over 90% of Internet users worldwide*.
  • Establish a daily budget for the campaign.
  • What geographic areas the campaign will cover – they can be countries, states, cities, congressional districts, zip codes, or a radius around a particular address.

Ad Group Level

After creating a campaign, the next step is to create an ad group. An Ad group is where keywords and ads live. The purpose of an ad group is to organize the keywords that will trigger an ad to show on the Google Search Network.

An example of a proper way to create an ad group: a car dealership might have two ad groups for their Toyota inventory, one for a Camry, and another for a Corolla. The only reason to create separate campaigns for different ventures would be to control the daily budgets separately or to have different campaign settings such as targeted geographical areas, or ad scheduling.

Some of the functions and settings found at the ad group level are:

  • Ad group level bid. The ad group bid will be the default bid for every keyword and placement in the ad group. Its best practice to set different bids at the keyword level.
  • Create a list of relevant keywords that will trigger the ad.
  • Ad creation. Customize the ad that will run, and chose the best landing page that is relevant to the keywords. Again, it’s best practice to create more than one ad and set the ads to rotate (thereby split-testing to see which ad performs better).

Setting up a Google AdWords account is pretty straightforward, but it’s not easy. It takes planning, time, and a ton of strategizing to achieve a companies goal. Look out for our next post as we cover the best practices used during the planning and optimization process.


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