Here is the basics of what you need to know to get on your way.
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The campaigns is what everything else sits under. Depending on what you are planning to do on Google Ads you will have many different campaign types, such as Search, Shopping, PMAX and YouTube. Each campaign should be centred around a specific idea.
Ad groups is your next step after campaigns. Ad groups are what will hold both your targeting and your ads. Ad groups should be split by theme of your targeting to ensure relevancy.
After Ad Groups you have your other targeting methods. In Search these will be keywords however in YouTube and other campaign types they may be audiences. Keywords should be aligned with the service / product you have on offer to match user intent.
Your Ads are what the user will see. Each campaign type will have different types of ads, whether RSAβs in shopping or Display ads on GDN or In-stream ads for YouTube. No matter the Ad ensure your headlines and description line match user intent.
Finally you have Ad Extensions. Ad Extensions or Assets as they are now known is supplementary information that makes up your ad. Extensions will include relevant business information such as other useful pages to visit or specific callouts to help drive clicks.
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