Adwords Fundamentals: The Three Levels of Google AdWords
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There are three levels to Google AdWords: account, campaign, and ad group. Each level has particular settings that can only be changed at that level. The levels go …

There are three levels to Google AdWords: account, campaign, and ad group. Each level has particular settings that can only be changed at that level. The levels go from broad to progressively more specific as you move from the account level to the campaign level and then to the ad group level.

Adwords Fundamentals: The Three Levels of Google AdWords

Account Level

The account level is the shell. This is where you program the more general settings like the display language, number format, time zone, and currency. The display language is the language that you see in your account. This has nothing to do with your ads.

How to Set Up Your Display Language

  1. Sign into your AdWords account
  2. Click on “Account Settings” from the gear icon
  3. Choose “Preferences”
  4. Select “Edit” (located beside “Language and Number Preferences”)
  5. Choose the language you want to see your account in
  6. “Save Changes”

The number format setting deals with the way your account’s statistics, dates, and times will be presented in your account.

How to Set Up Your Number Formatting

  1. Sign into your AdWords account
  2. Choose “Account Settings” from the gear icon
  3. Choose “Preferences”
  4. Select “Edit” (located beside “Language and Number Preferences”)
  5. Choose the format that you want for your numbers
  6. “Save Changes”


Time zone settings can only be changed once over the life of an account. AdWords has to make this change for you, so contact them to make the change. If for some reason you need to change your time zone after the initial set up, you will need to contact AdWords for the change. It is recommended that you use your local time zone for your account. Using your local time zone will be helpful for billing purposes. Your budget rotation will end when your day ends, which will make keeping track of your budget much easier. Your time zone setting only changes the time zone for your account’s administration, it has nothing to do with the locations where your ads show.

At some point you may need to make changes to the way you sign into your Google Account. You have to remember that when you modify the way you sign into AdWords, the way you sign into other Google merchandises changes as well.

How to Change Your Password

  1. Sign into AdWords
  2. Go to
  3. Type in your existing password
  4. Now type in the new password that you want

*you will want your password to reach “strong password” status

You may also need to change the email address that you use with AdWords.

How to Change Your Email Address

  1. Sign into your AdWords account
  2. Go to the “Security” section
  3. Select “Change Email”
  4. Type in the new email address along with your existing password
  5. “Save”

AdWords will send an email to the new address and you must confirm the new address by following the “verification” link in the message. AdWords will also send a message to your previous email address to confirm that you will no longer be signing in with this address.

AdWords allows you to use more than one email address to log in with. This option might be better than changing the email address.

How to Add an Email Address

  1. Sign into AdWords
  2. Beside “Email Addresses” select “Edit”
  3. A box will appear beside “Add an Additional Email Address” in that box type in the email address you want to add to your account
  4. “Save”

Campaign Level

The next level below the account is the campaign level. This level is the control center for your ad groups. The campaign level has many settings some general and some advanced. First, are the general settings. This is where you set up your campaign’s name. You also choose your campaign type here. There are two campaign types: standard and all features. The standard type is the default. It actually removes advanced settings, which is why the all features type is recommended. Choosing all features gives you more control. Within the general settings you arrange the locations where your ads show. You can be as broad as to target an entire country or as specific as to target a precise radius in a city. Related to location are the language settings. You select the languages you want your ads to appear in. It is best to choose a language that corresponds with your location settings. Another setting you choose here is the network setting. You can choose either “search network only,” “display network only,” or “search network with display select.” These networks will be discussed in further detail in chapter five. You arrange your device settings at the campaign level as well. These settings allow you to choose which devices, desktop, tablets, or mobile, your ads appear on. A very important setting is your bidding. There are many different bid types. One is automatic cost-per-click bidding. This bid type is probably the most widely used. It is very simple to set up; all you do is choose a daily budget, and after that, AdWords takes control, and gets you the most clicks possible given your budget. Then there is manual cost-per-click bidding. Using this type gives you control over your maximum cost-per-click bids. You will be able to choose an individual bid for each and every one of your ad groups in your campaign, or for each and every keyword and placement. This enables you to bid more for better performing keywords or placements, and bid less on those that do not perform as well. You could also utilize CPM (cost-per-thousand impressions) bidding, which is manual bidding for impressions. This bid strategy lets you control your ads’ visibility, and is a great option if your goal is to increase impressions. However, if your goal is to increase conversions, then you should use CPA (cost-per-acquisition) bidding. This strategy allows you do make direct bids for conversions. Deciding which bid strategy is best for your campaign takes a lot of thought, but changing your bid strategy is quite simple.

How to Change Your Bid Strategy

  1. Log into your AdWords account
  2. Go to your “Campaigns” list and choose the campaign name that you want to set up a bid strategy for
  3. Go to the “Settings” tab
  4. Select “Edit” beside the bid type
  5. Choose your desired bid strategy
  6. “Save”

Another important setting is your budget. Your budget is the average amount of money that you want to spend on your campaign on a daily basis, whether or not you actually spend that amount is based on your bid management. Setting up your campaign will be discussed in chapter four, where you will learn how to set up your budget as you create a campaign. You can edit your budget at any time, either through the campaigns tab or the settings tab.

How to Edit Your Budget through the Campaigns Tab

  1. Go to the “Campaigns” tab
  2. Choose the budget that you want to change and click it
  3. Type in your new budget
  4. “Save”

How to Edit Your Budget through the Settings Tab

  1. Click on the campaign that you want to edit
  2. Select the “Settings” tab
  3. Select “Edit” (next to the campaign’s daily budget) in the “Budget” section
  4. Type in your new budget
  5. “Save”

The last of the general settings is delivery method. You can choose either standard or accelerated. Standard shows your ads steadily over the course of a day until midnight. This option is believed to be good for brand building. However, keep in mind that this setting does not account for business hours. Your ads will show just as much at eleven o’clock at night as they will at one o’clock in the afternoon, so you will want to consider when your customers will be searching when you choose a deliver method. The other method is accelerated. This is the recommended method.

There are also several advanced settings at the campaign level. You can set up ad extensions for your ads, which will allow you to show your business’s information, such as your phone number, in your ads. You can also select specific schedule settings. These settings are for creating a start and end date for your campaigns, as well as ad scheduling. Ad scheduling lets you choose specific hours in the day for your ads to show. There is also an advanced ad delivery setting. You can set up how often your ads show in relation to other ads within the same ad group, and you can keep your ads from showing to the same person over and over.

As you can see there are a lot of settings at this level. When creating and managing your account you should spend a good amount of time modifying your campaign level settings, which will be a great benefit to you.

How to Edit Settings for Several Campaigns at Once

  1. Log into AdWords
  2. Go to the “Campaigns” tab
  3. Select the “Settings” sub-tab
  4. Select each campaign you want to make setting changes to by clicking the box beside them
  5. Choose the setting you want to change in the “Edit” menu
  6. A box will come on your screen. In the box you will need to state the changes you want to make
  7. Go over the changes you have chosen before they are applied by selecting “Preview Changes”- this will show you how the campaigns will be modified
  8. When you have finished reviewing and are happy with the changes, select “Make Changes”

Ad Group Level

The third level is the ad group level. An ad group is an assembly of keywords, ads, and bids that you maintain together. They are subdivisions of campaigns. Campaigns are the broad themes and categories of your business, and ad groups are the products within those themes or categories. Ad groups ensure that you will show appropriate ads to your desired customers when their searches generate your ads.   In each ad group you can have 50 text ads, and 20,000 “targeting items,” which include keywords, negative keywords, etc. To get the most out of your ad groups you will want to break them down as much as possible.


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