In brief
- Campaign: the objective and the budget strategy.
- Ad group: optimization, budget, schedule, targeting and placements.
- Ad: the creative (video or image), texts, destination, tracking.
Why it matters
Knowing where to set what saves you from searching everywhere. And to test, you change only one level at a time.
The steps
- On the left of the screen, the tree shows the campaign, groups and ads; you can add, copy or delete them.
- Set the campaign, then the group, then the ad.
- The draft is saved automatically; Exit keeps it.
- At the bottom, Publish all sends everything at once.
- In the campaign list, the Campaign, Ad group and Ad tabs show the results for each level.
Pitfalls to avoid
- Mixing several changes in a single test.
- Multiplying ad groups with the same audience: they compete with each other.
- Forgetting that a campaign budget is split automatically between groups.
Frequently asked questions
How many ad groups? As many as there are audiences or settings to compare, without overdoing it.
Where is the budget set? At the campaign level (split automatically) or at each ad group.
Key takeaways
- Campaign = objective; group = how and to whom; ad = what.
- A draft can be resumed at any time.
- Test one level at a time.
Practice in TRIALO
Duplicate an ad group, change only the audience, publish, fast-forward 7 days and compare the two groups in the Ad group tab.