Google Moving to Google AdWords A Hands-On Guide for Premium Advertisers - Manual (Page 23)

Account structure
- Maximum CPC and destination URLs assigned at either ad group or keyword level
- Creative is assigned at ad group level
- Group related keywords together and post them as separate ad groups
- Organize keywords into buckets based on maximum CPC
Billing options
We offer either end-of-month billing to customers with approved credit, or credit card
billing. At this time, we do not offer the pre-pay or straight-line monthly billing options
that were available with Premium Sponsorships. AdWords invoices include all AdWords
campaigns associated with your account.
Daily budget
For advertisers who want as much exposure for their ads as possible, we recommend
a daily budget slightly more than the estimated daily cost. This cushion prevents your ad
from being undercut in the event of extraordinary traffi c. You may choose to raise or lower
your maximum daily budget, and you may adjust it at any time during your campaign.
The daily budget is best used as a means to limit spending, not to increase ad delivery.
It’s designed to provide a cushion for extraordinary clickthrough rates or traffi c.
Maximum CPC bids
While max CPCs are usually set for a group of keywords (an ad group), AdWords gives
you the fl exibility to assign unique maximum CPCs or destination URLs to individual
keywords within the same ad group. While you still set a maximum CPC for the ad
group as a whole, any individually assigned maximums will override the group CPC.
ADWORDS ACCOUNT
CAMPAIGN
CAMPAIGN
AD GROUP
AD GROUP
AD GROUP
AD KEYWORD
AD KEYWORD
AD KEYWORD
AD KEYWORD
KEYWORD
AD
AD KEYWORD
AD
21