- Account: There is usually only one account per company – this is the level at which you provide your billing and corporation information
- Campaign: From your customer’s perspective, consider the different areas of your business. Each area should have a different campaign. For example, a plastic surgeon might have different campaigns for rhinoplasty, breast adjustments and tummy tucks. We define budgets at this level.
- Ad groups: Each campaign will have a few different angles. For example, a PT clinic may have determined that it has three campaigns – surgical recovery, sports injury and chronic pain. The surgical recovery adgroup would have four adgroups – leg, spine, arm and neck. We define keywords and demographic targets at this level.
Google recommends four or five ad groups per campaign. If you have more, the data is too spread out to effectively analyse , if you have fewer, there is no differentiation.
- Ads: Each individual ad with its precisely targeted wording and keywords. Google recommends having 2-4 ads per ad group. Each ad can be text, image or video, placed in search results or in display content and be standard or extended length.