AdWords accounts are organized into campaigns and ad groups. Campaigns have daily budgets and targeting preferences, and multiple campaigns can run for different products or services. Keywords are chosen to trigger ads, and there are four match types ranging from broad to narrow. Search ads appear on Google search results and partner sites, while display ads appear on websites in the Google Display Network. Keywords determine when ads appear by triggering them based on searches.

1. Search Engine
Marketing(SEM)
Basic Account Structure
Rohan Mahajan

2. Setting an Adwords Account

3. Campaign
• AdWords accounts are organized into campaigns
and ad groups.
• You start with one campaign, which has its own
daily budget and targeting preferences.
• You can have multiple campaigns running and
might choose to create one campaign for each
product or service you want to advertise.

4. Keyword
• The keywords you choose are the terms or phrases
you want to prompt your ad to appear.
Match Types
• Ranging from broad to narrow, there are four
matching options available:
• Broad match (and Broad match modifier),
• Phrase match,
• Exact match,
• Negative match.

5. Ads
• Search Ads
• Display Ads
• Search Ads: AdWords search ad formats allow
you to advertise next to or above relevant Google
search results, and across a network of partner
search sites.
• Display Ads: The Google Display Network lets
you place ads on a variety of news sites, blogs
and other niche sites across the internet.

6. How keywords trigger your ad to
appear
• Keywords are words or phrases you choose that
can trigger your ad to show on search and other
sites.
• When someone searches Google using your
keywords then your ad might appear next to
Google search results.

7. How keywords trigger your ad to
appear
• Keywords are words or phrases you choose that
can trigger your ad to show on search and other
sites.
• When someone searches Google using your
keywords then your ad might appear next to
Google search results.