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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Chapter 4. Structuring Your Account

In this chapter, we will cover the following:

  • Planning account structure
  • Common ways to structure campaigns
  • Deciding where to show your ads
  • Device targeting options
  • Choosing which locations to target
  • Excluding locations from seeing your ads
  • Selecting target languages
  • Creating themed ad groups
  • Renaming campaigns and ad groups

Introduction

Account structure is the fundamental basis of being able to write relevant ads, track and optimize your campaigns, and keep your budget manageable. Poor account structure is one of the most common reasons why advertisers fail, and it can make or break the success of your account. Taking some time to properly plan out your campaigns can save you time and money down the road.

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