What's in a Google Ads Account?
PPC begins with understanding how a Google Ads account is structured. Accounts are made up of campaigns, each of which runs on a specific advertising channel. The structure within each campaign varies by channel, but typically includes ad groups, ads, asset groups, assets, keywords, search terms, and search themes.
Knowing how these elements work together is essential for creating campaigns that are organised, targeted, and efficient.
Search
Search campaigns place text ads on Google's search results when users actively look for specific products or services. They're structured using ad groups, each containing ads, keywords, and targeting signals that determine when the ad is shown.
PMax
Performance Max uses Google's automation to run ads across all available channels using a single campaign. They are built around asset groups, which combine creative assets, audience signals, and automated placements.
Display
Display campaigns show visual ads across websites, apps, and placements within the Google Display Network. They use ad groups that contain image or responsive ads, along with audience or content-based targeting.
Video
Video campaigns promote ads on YouTube and across Google video partners to reach users with visual and audio messaging. They're structured with ad groups containing video creatives, targeting, and formats such as skippable or non skippable ads.
Shopping
Shopping campaigns promote product listings directly in search results, using product data pulled from a Merchant Centre feed. They're grouped into product groups rather than traditional ad groups, and rely on feed quality rather than keywords, to control targeting.
Demand Gen
Demand Gen campaigns are designed to reach users across YouTube, Discover, and Gmail, with visually-led ads that drive interest and action. They use ad groups containing creative assets, audience signals, and placements, that mirror the old Discovery campaign layout.
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