Details on the new account structure and what’s changing

• Keywords still serve as the basis of your account.

  The keywords that describe your business can remain the same. These are still the connecting point between you and customers who are searching online.

• Individual titles and descriptions will apply to multiple keywords.

  Titles, descriptions and URLs—which are called “ads” in the new Sponsored Search—may apply to more than one keyword. This should cut down on the time you have to spend generating advertising messages.

• Keywords and ads will be organised into ad groups.

  Ad groups can contain up to 1,000 keywords, along with up to 20 ads (titles, descriptions and URLs) that apply to those keywords. This will allow you to test multiple ads to find the message that works best with prospective customers.

• One or more ad groups will make up a campaign.

  Campaigns may contain up to 1,000 ad groups. New features enable you to set up geo-targeting, scheduling and budgeting at the campaign level. This should give you more control and help ensure that your campaigns are working as efficiently as possible.

• Your account will be comprised of all your campaigns.

  Your campaigns will make up your new Sponsored Search account. Your account will still apply to one market only (i.e. the United Kingdom).

  ¹ To advertise in more than one market, you will need to have multiple accounts. Each account may contain up to 20 campaigns.