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Account structure is really important to PPC success. A well organized account not only makes it easier for you to find things and act upon them, but performs better too. Tightly themed ad groups and campaigns make it easier for you to add and subtract keywords, write ad text, and spend budget more efficiently. So let's start at the beginning. AdWords and Bing accounts are structured very similarly. And yes, there's going to be a bit of vocabulary being thrown around. So here's a map to follow along with, as it's crucial that you understand how an account is structured. First, campaign, then the ad groups, then the ads, keywords, and then the negative keywords.
So let's walk through this. The top level, or the account. This is where everything lives. It's also where you set your billing information, your billing address, and your time zone. Campaign is often where the settings are for geography, time of day, daily budget, and where the ads will show on the search engine networks. Ad groups house the keyword list and ads. In Bing there are settings you can also set at the ad group level, but Google sticks to the campaign. You can set the maximum bid amount for your keywords here, or on a per keyword basis.
Ads, these live in the ad groups and can be as few as one and as many as a hundred. Keywords, these are the words phrases or sometimes even sentences that you are bidding on within the ad group. And then last but not least, negative keywords. These live at both the campaign and ad group levels for Bing and Google. These are the words, phrases that you don't want associated with your business. Some examples will be free, wholesale or download. Understanding what each of these components are and what they include will help you keep things going much more smoothly.
So, be sure to do things like name your ad groups and campaigns descriptively. And whenever possible, keep shorter keywords with lots of traffic separate from longer keywords. I'll walk you through how to create a new campaign and ad groups later in this course. For now, focus on the vocabulary that we've just covered.
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