Before launching campaigns, it's critical to build your account on a solid foundation. This chapter walks you through how Google Ads is structured and how to organize campaigns, ad groups, and keywords to match your business goals and simplify optimization down the road.

Key Points:

• Google Ads follows a layered structure: Account > Campaign > Ad Group > Ads & Keywords > Landing Page;
• Each layer controls different settings, budgets, and targeting options;
• Use clear naming conventions to stay organized and scale easily;
• Tailor your structure based on goals like e-commerce, local services, or lead generation;
• Avoid mixing unrelated keywords, using vague names, or launching too many campaigns at once;
• A clean structure saves hours later in reporting, troubleshooting, and scaling.