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Adwords tutorial - Structure

In this article we deal with:

1. The structure of an Adwords account.
2. The two types of campaign .
3. The two most useful tools to help you achieve the best results.

1. The structure of an Adwords account:

Knowing the structure of the Adwords system will help you get more out of it. It's summarised in:

- Account: exclusive mail address, password, billing details.

- Campaign: daily budget, geographical orientation, syndication preferences, end dates.

- Group of adverts: a group of keywords, one or more adverts.

2. The two types of campaign:

Within the same account, you can have various campaigns, each with its own budget and geographic orientation.  Within each there can be various “advert groups”, which will enable you to ascertain which work best and which to keep.

The two types of campaign are:

1. Marketing campaign of keyword adverts: The key concept here is the CPC (cost per click). You decide the maximum CPC you wish to pay.  The Adwords system automatically reduces this amount until it is one cent above the minimum required to maintain the position of your advert on the page..

In “Edit information” of the campaign you can select whether you want the adverts to appear in Google searches and if you want your advert to appear on the websites that have contracted Adsense Google publicity.  In the “Advert group control panel” there are the options “Total search” and “Total content” which refer to these two eventualities.  At any time you can deactivate either one if you see that it is not providing a good return.

2. Marketing campaign of website adverts: The key concept here is the CPM (maximum cost per one thousand impressions). Here you don’t pay per click but by number of impressions.  When you begin the campaign you indicate the type of websites in which you wish to position your advert.  This way, you can give your company a profile visible to your target audience, at the same time as having the possibility of them clicking on your advert and entering your website.  So, for example, a company dedicated to car components might decide to publish its advert on websites dedicated to vehicles and the world of cars.

3. Tools:

To help you work on your campaigns, Google Adwords provides you with various tools (accessible from the top menu).   The two most interesting ones are the "keyword tool" and the "traffic estimator".  Using these you can get a good idea of what keywords may work best for you and the CPC (cost per click) that you will need in order to position your advert well.

Something to bear in mind is that keywords of one sole word are too generic and can end up being too expensive. Two or three word keywords are ideal.

Related articles :

The start of an Adwords campaign.
The tracking of an Adwords campaign.