PPC Foundations: Account Hierarchy & Structure

Question 1

What is the Account Hierarchy for PPC?

Answer 1

Question 2

What is an account in the account hierarchy of PPC? What are the respective account settings? (4)

Which account settings can only be set once?

What is a rule of thumb when setting account time zones?

Answer 2

 An account is a collection of campaigns as well as general account settings

 Within each campaign are ad groups, which contain ads and keywords

 The hierarchy is: o Account > Campaign > Ad Group > Ads + Keywords

 An account can have multiple campaigns, campaigns can have multiple ad groups

 Account settings can include:

o Account access (who can login and make changes)

o Billing/currency (your bid currency can NOT be changed once set)

o Notification settings

o Time zone (your time zone can NOT be changed once set)  Match your account time zone to your website and analytics accounts to make data analysis easy and accurate

Question 3

What are Ad Campaigns? (T)

List the different Campaign settings. (4)

Answer 3

 Ad campaigns are how your advertisements reach users

 An account can have multiple ad campaigns, each having a different goal

 Each campaign can target a different audience and have different settings

o Campaign settings can include:

 Display ads or search ads

 User location

 Devices to target

 Bid methods

 Budget to be spent on the campaign

 These campaign settings allow you to create ads that target a distinct audience and control how much money you spend on that audience

 Campaigns can have unrelated ad groups within them

Question 4

What are Ad groups?

Answer 4

Ad groups are a collection of ads and keywords

 Each ad has a list of keywords attached to it that you choose

 When one of your chosen keywords is searched by a user that fits the campaign parameters, your ad will be displayed

 Different ad groups can differ significantly within the same campaign

o Ads and keywords within an ad group should all be related