Google Ads accounts structure explained – Google Ads Basics Series – Pro Performance

If you’re considering the possibility of running Google Ads for your business, the worst thing you can do is get started without understanding how the platform works.

For all of its complications, Google Ads is a platform that follows a relatively simple structure. And once you understand how to use and install this structure, it’s relatively simple to start running ads.

(Side note, if you’re ready to launch a full Google Ads account, our PPC LAUNCH CONSULTATION can save you HOURS of research and work).


Check out the complete structure of a typical Google Ads account below, from account to ads.

1. Google Ads Account

Unsurprisingly, your Google Ads account will start at the account level. The overarching account contains all of the campaigns, ad groups and other elements to follow. Many settings can also be installed or changed on the account level, including negative keyword lists and extensions. Once you’ve created your Google Ads account in the Google Ads platform – all you will need is a valid Gmail account to get started – you’ll be prompted to create the elements that your account should contain.

2. Campaigns

Immediately underneath the account level, you’ll find all of your available campaigns. Creating a campaign is easy enough – simply navigate to the “Campaigns” tab on the left side of your screen, and select the blue + button to begin creation. You’ll be faced with a few options before your campaign will be created, as Google Ads will next prompt you to identify the name, goal, campaign type, budget and bidding strategy that you wish to deploy for each of the campaigns that you want to create.

Many pivotal Google Ads features are set on the campaign level. These include geographic targeting, where you choose a zip code, city, state and providence of mile radius where you want your ads to show. Ad scheduling – where you identify when your ads show – and bidding strategies are also set on the campaign level. For even more information on the importance of bidding strategies and how to choose the right bidding strategy for your account, check out our guide to Choosing an Effective Bid Strategy.

3. Ad Groups

Inside each of your campaign containers in Google Ads are individual ad groups, which are responsible for containing all of the ad content, keywords and landing pages that your consumers will reach after clicking. Ads in an ad group typically share a similar goal, and are titled to clearly identify the ads and keywords contained inside.

When it comes to creating your ad groups, you can choose to segment however you choose. Typically, we suggest you separate your ad groups according to their most distinguishing factor. In other words, what makes one ad group different from the next? Individual ad groups can contain ads for different products, service types, or any other factor.

Several settings are installed on the ad group level, including the landing page. You can only identify one landing page per ad group, so make sure you select the landing page that is best suited to help the consumer satisfy the problem they’re looking to solve. Individual negative keywords can also be installed on the ad group level, if you want to make sure ads of a certain ad group don’t show for a certain word or phrase.

4. Keywords

Inside of your ad groups, you’ll find two main items: keywords and ad content. Your Google Ads keywords are words and phrases you install into Google Ads that help define where and when your ads show. It’s your job to install the keywords into your account that you think give your ads the best chance to show for specific user searches, without showing in irrelevant search engine results.

We’ll keep this description brief: for an in-depth understanding of anything and everything Google Ads keywords, we’ve created a guide on the subject just for you. It covers keyword research, match types, installation and ongoing optimizations.

5. Ad Content

And finally, you’ll find ad content installed into your individual ad groups. We advise that you draft at least two ads for each ad group, so that you’re constantly split testing the performance and efficiency of one ad against another. There are many different types of Google Ads from which you can choose when deciding how to best broadcast your brand across the internet. You can read more about different ad types, and how to transform your ad content into something users will actually click, in our free Google Ads Content Guide. We love expanded text ads, characterized by three 30-character headlines and two 90-character descriptions.

Ad content exists on the most granular level of your Google Ads account. If you’re looking to add keywords or negative keywords, change bids or targeting, or revise conversion tracking, you’ll have to navigate at least to the ad group level to make that happen.

However, if you’re looking to revise actual ad content, the display path or the landing page, you’re in the right place. You can accomplish all of that on the actual ad content level, without navigating to any other tier.

A structure built to help you succeed

We understand that you might still have concerns regarding the structure of your Google Ads account. If you have any questions about the status of your individual Google Ads account, our in-house PPC specialists can help. Reach out for a free Google Ads growth audit, and let us help you identify opportunities for growth on your Google Ads account without any pressure of a partnership.

From top to bottom, Google Ads is a platform built to help you reach your online advertisement goals. Whether you’re trying to drive phone calls, form submissions, online purchases or even consumer visits to a physical location, Google Ads helps you bridge the distance between that desire and a positive result. Built by the people, for the people, pay-per-click advertising through Google Ads can drive the traffic you’re looking for, at prices you approve, every step of the way.

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