Google Ads: campaigns, ad groups, ads and keywords

A Google Ads account is organised in layers.

1. Campaign: sets the goal, budget, campaign type, locations and languages.
2. Ad group: a themed group inside a campaign, such as "Road bikes" and "Bike repairs". Each ad group has its own ads and keywords.
3. Ads: what people see. Search campaigns typically use responsive search ads, where you supply several headlines and descriptions and Google tests combinations.
4. Keywords (Search campaigns): the search terms that trigger your ads.

Keyword match types

• Broad match: shows for searches related to your keyword. Widest reach.
• Phrase match: shows for searches that include the meaning of your keyword.
• Exact match: shows for searches with the same meaning as your keyword. Most control.
• Negative keywords: searches you don't want to appear for.

Performance Max works differently: it uses asset groups instead of ad groups and keywords. See Search vs Performance Max.

Read more: Google's guide, About keyword matching options.