Google Ads: Ad account structure and operation interface

The organizational structure of Google Ads can be divided into three layers: accounts, campaigns, and ad groups. Let’s talk about each layer one by one.

Manager Account

The manager account of Google Ads account, also known as MCC (My Client Center) account, plays a role in overall planning. It manages multiple single accounts and can also view the settlement information, detailed data, etc. of each account. If you need to manage multiple accounts, you need to create a manager account.

Single Account

Each single account is independent and has its own email and password, just like your personal ID card, ensuring the security and uniqueness of the account. Here, you can set up campaigns, ad groups, and specific advertising content.

Campaign

The campaign is the largest unit in Google Ads, which determines the basic settings and delivery strategy of the ad.
Taking video ads as an example, in the campaign you can set the campaign name, bidding strategy, budget and date, network, location, language, related videos, and multi-format ads.

It is recommended to maintain consistency in naming conventions. After all, you are not the only one responsible for advertising in many cases, and you have to make sure that all team members can understand it.

Bidding strategy

Total advertising budget and delivery period

Distribution network

Geography and Language

Google Ads supports advertising in more than 200 countries around the world. You can accurately target the target market based on its geographic location and language habits. Of course, I don’t recommend targeting too accurately, otherwise not many audiences will be able to see your ads.

Related videos and multi-format videos

Related videos are displayed below your video ads, and can be set or not. If you want to set it, you need to add 2-5 related videos, and related videos may not always be displayed below your video ads. Multi-format ads are relatively easy to understand, which means that your video ads can be displayed in multiple forms, and the advantage is that it can increase the number of views.

Ad Group

Ad Group is a sub-unit under the campaign, mainly used for product classification and refined management. You can manage products in groups according to different product attributes, audience groups or advertising goals. Let’s use the video ad as an example.
Ad Group Name

I won’t say much about this. I just mentioned the campaign name. You can use it flexibly.

Audience

Here we can customize the audience. For example, we can use gender, age, parental status, household income, interests, etc. You can also set exclusions.

Audience expansion

By checking this feature, you can reach a wider audience, because Google will help you expand the audience to other relevant audiences. As shown in the figure below, the estimated number of impressions before checking is 12 billion, and after checking it, the estimated number of impressions has risen to more than 20 billion.

The placement is to choose the location where the video ad will be displayed. You can choose based on the channel or a specific video to display the ad.

Create an ad

You can upload the ad to YouTube, then search and add it here. Here you can check the effect of the ad on mobile phones, computers, and TVs. Of course, you can only add up to 5 videos here.

Bid

CPV Cost per View

Account Limits and Expansion

For example, the number of campaigns in each account cannot exceed 10,000 (including active and paused campaigns), and the number of ad groups in each campaign cannot exceed 20,000. The number of smart shopping campaigns in each account cannot exceed 100. If your business is large or you have a lot of advertising needs, you can consider opening multiple single accounts for management.