Several ad formats are available

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In most cases, campaigns should be based on how you want to allocate your budget or set goals.

For example, let’s say you’re a car dealership. You might set up separate campaigns for “used cars” and “new cars” to separate budgets, targeting, and other adjustments.

Ad Groups
Ad groups are found within campaigns and contain both ads and keywords.

You can think of ad groups as specific groups of ads triggered by keywords.

According to Google :

An ad group contains one or more ads that have guatemala telegram number database similar targets. You set a bid or price to use when an ad is triggered by keywords in an ad group.

The number of ad groups you will have in a campaign depends a lot on your business and the number of keyword groups you are bidding on.

You can include multiple keywords (and match types) in an ad group. Some PPC marketers like to use a structure known as SKAGs ( Single Keyword Ad Groups ) to have maximum control over targeting and bidding.

Keywords
Keywords are the things that trigger an ad to appear on Google.

When a user searches for a query, the keywords used in an ad account are matched against the query to display ads.