Organizing an AdWords account refers to how advertising campaigns are structured. Generally, an AdWords account is divided into two levels: campaigns and ad groups. At the campaign level, you define the budget and targeting parameters other than keywords, such as geographic location, ad networks, time slots, etc.
For optimal resource management and easier performance analysis, advertisers are advised to create multiple campaigns to better allocate budgets by product category and facilitate overall management. Each ad group contains a set of keywords and their corresponding ads. By default, an ad group includes one ad and a single bid for all the keywords it contains.
This tiered structure allows advertisers to better control their advertising campaigns, optimize their spending, and improve the relevance of their ads.
Return to the glossary index