Glossary - PPC Campaign Structure

A container within a Google Ads campaign that holds a set of related keywords and the ads that show for them.

The three-level hierarchy of campaigns, ad groups, and keywords that organises every Google Ads account.

The top level of a Google Ads account where you set your budget, bidding strategy, targeting, and campaign type.

The real-time process Google runs every time someone searches to decide which ads show, in what order, and at what price.