We start with the basics of how the different components fit together, and then gradually move on to more details. This section covers search campaigns; other campaign types will be explained in a later part.
Let’s assume that we have just logged into :contentReference[oaicite:0]{index=0} for the first time.
In the account, it is important to understand that there are different menus depending on which level you are viewing.
Three core pillars in Google Ads:
- Campaigns
- Ad groups
- Ads & keywords
Campaigns
A campaign contains the overarching settings such as language, location, and budget. The latter is especially important to keep track of, as it determines how much you can spend per day.
In the account, you will find your campaigns on the left-hand side, where they are identified by an icon next to the campaign name indicating the campaign type.
Ad groups
Ad groups contain keywords and ads and are therefore crucial to a functioning advertising setup. Within an ad group, you can set bids at the ad group level, create new ads, add ad extensions, and also add specific audiences. You will find your ad groups on the far left after clicking on the relevant campaign.
Ads and keywords
Ads and keywords are essential for running your marketing. There is a lot to cover when it comes to ads and keywords, which is why we will dive deeper into these topics in the next part. You can find your ads in the lighter menu on the left under Ads & extensions. Keywords are found in the same menu.
Ad extensions
Extensions are additional pieces of information that you can include in an ad, such as a phone number or links to other sections of the website. If you search on Google, you will likely see ads that include this type of information. In your account, ad extensions can be found via Ads & Extensions in a menu bar above the main window.
Targeting
There are many ways to apply targeting in Google Ads. You can choose location, language, audiences, devices, placements, and more. When you create your first campaign, you will select some of these targeting options, which you can later find in the left-hand menu.
Analyzing performance
There are two pages worth knowing when it comes to analysis.
First, there is the Overview. This menu provides a good snapshot of the biggest changes and information about what is new in the account. The second page can be accessed by clicking “All campaigns” on the far left, and then “Campaigns” in the lighter menu next to it. In this view, you get information about budget spend, how many clicks you have received, and can draw conclusions about which campaigns are worth continuing to work on. You can also adjust campaign budgets from this page.
To go further with analysis, it is a good idea to look at keywords. It is your keywords—triggered by search terms—that you ultimately pay for, together with your ads. That is why it is important to start from your keywords when reviewing performance.
We will go deeper into performance analysis in a later part of this guide.
