The diagram below illustrates the structure and components of your Sponsored Search account.

Account

An account contains one or more campaigns.

For an account, you specify an email address, password, and billing information. Your account applies to one market only (such as the United States, which includes English-speaking Canada). To advertise in more than one market, you must have multiple accounts.

Campaigns

A campaign is made up of one or more ad groups that share the same budget, schedule and geo-targeting criteria. Typically, campaigns are created to achieve a marketing goal (for example, a summer clearance campaign, a new product launch campaign, or a campaign that targets customers in a specific geographic location).

For a campaign, you set a budget and schedule and specify a geographic region.

Ad Groups

An ad group contains your ads (the marketing messages you created) and your targeting criteria (such as keywords). Your ads are rotated against your targeting criteria and are displayed to your potential customers. You can create multiple ad groups within a campaign.

For an ad group you:

• Select the distribution tactic(s) for your ads -- Sponsored Search, Content Match, or both.
• Research, choose, and refine your keywords.
• Set the ad group bid (the maximum amount you're willing to pay per click). When selecting a bid, you can see how different bid amounts may affect the estimated number of clicks, average position, share, and average cost-per-click.
• Create your ads.

Ads

Your ads are the marketing messages that your potential customers will see. An ad is comprised of the title, description and URL.

Keywords

A keyword is a single word or multiple-word phrase that relates to the products or services you wish to advertise. When potential customers are looking for information related to your keywords, your ads may be displayed.