The structure of your actual account in Google Ads is critical to the efficiency and success
of your paid search campaign.

So you have your keywords, you have the list of keywords that you’re buying, and then you have the ad that you want to show when somebody types in one of those keywords.

Now, say you want to group together the keywords for which you want your ad to be displayed, so that you can create highly relevant ad copy for these keywords and increase the likelihood that the searchers are going to click through.

You can do this by creating a grouping of related keywords in what is called an “ad group.”

For example, say you’re targeting terms like “tennis shoes,” “best tennis shoes,” and “shoes
for tennis.”

You can create a “Tennis Shoes” ad group, put those keywords in the ad group, and create an ad that closely targets to those keywords.

If your company also sells other kinds of shoes, set up more ad groups, maybe for “Walking Shoes” or “Running Shoes.”

Let’s say your company also sells shirts, though. Google lets you structure your account on
one more level as well, and that is by “campaign.”

So, you can take all of my ad groups for shoes and put them in a “Shoes” campaign, then create another campaign for “Shirts,” with its own ad groups, keywords, and ads.

It’s important that you structure your account in such a way that your keywords and your ad copy are tightly woven together.

Then you can use your ad groups and your campaigns to keep them nicely bucketed together and better organized.