- [Brad] 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 you're 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 flow,

you can always loosen up that targeting.

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