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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 43. Better account structures deliver better results

Your PPC account with the major engines consists of a few different levels. It’s important to keep these levels in mind because different functions are managed at different places.

In Google, you manage your contact and billing information at the account level. Each account can contain up to 25 different campaigns. At the campaign level, advertisers set geographic targets, language preferences, network distribution preferences, and daily budget. Each campaign contains up to 100 different AdGroups. An AdGroup is a group of keywords for which the same ad copy appears. Advertisers can assign maximum CPCs at the AdGroup level or keyword level. (Landing pages are assigned to individual ...

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