(MKTG 297) Week 7 - AdWords Account Structure

The Google AdWords study guide provides helpful information regarding how your AdWords account is structured. It is important to understand this information because it will really help you use the website in a more effective manner. Understanding the basis is the only way to be really successful in your AdWords endeavor.

 In general your AdWords account is structured into three parts:

1. Account: Your account is the information that is collected about you which includes billing information, email address, and password, etc. These are the things you use to log in to your AdWords account.
2. Campaigns: You can have several different campaigns running at once that all have different budgets and goals.
3. Ad Groups: Occur within a campaign and have their own set of keywords

Each of your campaigns should focus on a separate goal. For example, if you want to increase conversion rates and track click-through rates you can create one campaign that focuses on conversions and a separate one that focuses on click-throughs. It is important to separate each goal because you need to know what variable is being effected and if you have more than one variable being tested you won't know what is working for which goal. 

For example purposes, say your goal is to track how well a particular offer is doing on sales of a certain product you sell. With your goal in mind, you create an ad campaign that you believe will really solve this problem. With an ad group you are able to group together keywords that all relate to your ad and in return increase your quality score ranking. 

Ad groups work slightly different for display network versus search network. With display network you can make ads that have content relevant to your target customer and then these ads can be posted on websites similar to your website topic. With search network campaigns, ad groups help you get your ads into the searches of people who are searching for products similar to what you are offering.

Basically the structure of your Ad Words account is as follows (from a shallow level to a in-depth level): 

Account: Erica's Marketing Magic Company

Campaign: Track % of sales being made from 20% off coupon code for magic tools

Ad Groups: Blue Social Media tool. Key words: social media marketing, blue tool. Ad 1 and Ad 2