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Ad groups help you organize your ads by a common theme. So, if your campaign was for rain coats, maybe your ad groups are women’s rain coats and men’s rain coats. You can have more than one campaign running at a time.Īd Group: A set of ads that target the same keywords. Ad groups under the same campaign usually share a budget and other settings like location, language and distribution method. Campaigns are then made up of one or more ad groups, which each have keywords and copy associated with them.Ĭampaign: A collection of ad groups about a category of products you offer. Within your account, you can start to build campaigns. Once you understand where and how your ads will appear, the next step is understanding how your AdWords account is structured. How: Shows ads where your customers are likely to be based on content or audience targeting Where: On almost any website (reaches 85% of internet users) What: Display ads, including images and rich media like video, audio and interactive elements How: Links your keywords to the words or phrases someone searches on Google Where: Above search results, on Google sites like Maps and Shopping, and on search partners’ sites What: Primarily text ads, with or without extensions like sitelinks, reviews and location The Display Network leverages more visual content and displays ads on sites where your customers are likely to be based on factors you set. The Search Network is primarily made up of text ads that appear at the top of search results. The basic differences between the two are 1) how the ads are served and 2) how the ads appear.

The Google Network is made up of two parts: The Search Network and the Display Network. These ads can appear on search results pages, site directories and more. A search partner site is a site in the Search Network that partners with Google to show ads (think Amazon and Yahoo). The Google Network includes all the possible places your ads may appear like Google sites, search partner sites and even mobile phone apps. Google and Bing follow the same guidelines, outlined in this post. We recommend setting up a Google AdWords account to get started with paid search. Google is the search engine many potential customers use, although there are several other search engines, like Bing and Baidu. Generally, you can pay either each time your ad is clicked (pay-per-click, or PPC) or when your ad is displayed (cost-per-impression, or CPM). Your ads show up as sponsored listings when a potential customer performs a search that matches one or more of the preset factors. It allows you to target your ads based on keywords, location, age, time and many other factors.

Paid search is a type of marketing that lets you take advantage of the billions of searches performed each day- about 3.5 billion on Google alone.