- [Instructor] Before you begin creating your campaign,
it's important to learn how Google Ads is structured.
A well-organized account will be essential
in creating effective campaigns
that target the right audience
and ultimately help you reach more
of your advertising goals.
Now, Google Ads is organized into five tiers,
your account, campaigns, ad groups, keywords,
and then the advertisements themselves.
At the very top, you have your account,
and this is the information that you'll establish
when you sign up, your email address,
password, and billing information.
Now, there's not much you'll do at the account level,
unless you move into managing Google Ads for other clients.
Now, an account has to have one campaign and one ad group,
but a well-structured account
will have multiple campaigns and multiple ad groups.
Your campaign is configured with a budget,
and a variety of settings that will determine when
and where your ad appears.
And campaigns help you stay organized.
For example, an online clothing retailer
might organize campaigns in the same manner
that their website is organized.
You might have a campaign for each product category,
such as one for jackets, and one for shoes.
And beneath those campaigns,
you'll have ad groups that add more granularity.
Under jackets, you might have rain, winter, and snow,
And under, say, shoes,
you might have men's, women's, and children.
This is how you can organize campaigns by category.
But you can also organize campaigns by objective.
Let's say that we're advertising a software company
that provides online time tracking.
Now, you might have two objectives.
One could be to show up alongside competitors.
And the other is to show up for people
searching for time-tracking software.
Now I could then create two campaigns to start with,
one for competitors, and one for time tracking software.
And beneath that, we'd set up several ad groups.
And the goal is to have tightly themed ad groups.
This way, you're able to show ads
that are really relevant to the consumer.
So we could create an ad group for each competitor.
Next, I'd set up ad groups for the different industries
that the software is useful for
under that time-tracking campaign.
This could be freelancers, restaurant owners,
and customer service managers.
I would imagine that freelancers
would be using different keywords
than, say, restaurant owners.
I think you get the idea.
Now, within each ad group, you'll have your keywords
and the advertisements themselves.
And you really only want 10 to 15 keywords in an ad group,
And those keywords need to be tightly themed.
So when in doubt,
create a new ad group, and keep those keywords limited.
Now, as for ad groups,
if you have more than, say, 10 ad groups in a campaign,
it might be time to break things into more campaigns.
By keeping your account organized
and keeping everything thematically grouped
and as narrow as possible,
you can identify which approaches yield the best result.
And it is far easier to make sense of the reporting
when it's all grouped together.
So start organizing your campaigns and ad groups
before you create them.
I recommend drawing out your structure in a spreadsheet.
It's better to start by being too specific than too broad.
So consider creating several ad groups
that are very targeted.
And if you aren't getting enough traffic,
well, you can always loosen up that targeting.