In the previous Optimization Tips posts, Stephanie L. offered advice on how to assess your industry and audience as well as your website and goals before beginning any optimization. Today, Stephanie provides more tips on how to apply the information you collected through assessment to optimize the structure of your AdWords account.
Deciding between campaigns and ad groups: One of the most important aspects of structuring an account is deciding whether to use campaigns or ad groups to meet your advertising goals. And one of the most common questions asked by new, and sometimes even experienced, AdWords advertisers is 'What is the difference between a campaign and an ad group?' Campaigns and ad groups are different levels of organization within your account, each with different settings. Campaigns allow you to set your daily budget, target languages and locations, start and end dates, and ad distribution preferences (i.e., whether or not to show ads on the Google Network). Ad groups, on the other hand, allow you to set maximum cost-per-click (CPC), specific ad text, keyword list, and landing page destination URLs. Each campaign can contain up to 100 ad groups.