The diagram below shows the account structure and
the settings that are applied at each level. In summary:
- At the account level,
your account is associated with a unique email address, password and billing
information.
- At the campaign level,
you choose your daily budget, geographic targeting, syndication preference
and start and end dates.
- At the Ad Group level,
you create ads and choose keywords. You can also select a maximum cost-per-click
(CPC) for the Ad Group or for individual keywords.
Within each Ad Group, you create one or more ads and select a set of keywords to trigger those ads. Each Ad Group runs on one set of keywords. If you create multiple ads in an Ad Group, the ads will rotate evenly for those keywords.
When you log in to your account, you can see your ads' clickthrough rates (CTRs) listed below each of the ads. If a particular ad is not performing as well as the others (if it has a low CTR), you can delete or refine it to improve the overall performance of your Ad Group.
