It’s important to understand the hierarchy within Google Ads to be able to be effective when building campaigns. The graphic below breaks down the different levels and their purpose.
At the highest level, we have campaigns. Campaigns are unique to marketing goals, so you should have one for each goal. If you were trying to increase merchandise sales and increase enrollment rates, they’d each be their own campaign.
Next is networks. It’s here where you decided you want the campaigns to run. This could depend on the type of ad, but a video could run on YouTube, for example.
Ad groups is where the different ads for the campaigns would go. If each campaign has multiple videos, each version of each video would go here.
The last section, ads, is where you could house different versions of the ads mentioned in the previous section. Why would you even want different versions of the same ad? For AB testing!
This week’s overview is very high level, and we’ll get take a deeper dive in upcoming weeks.
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