Google Ads accounts are organized in a hierarchy: Account → Campaign → Ad Group → Ads and Keywords. This lesson covers how each campaign should represent a distinct goal or product/service line, while ad groups within a campaign should group closely related keywords and ads together — for example, a “Running Shoes” ad group separate from a “Formal Shoes” ad group under the same e-commerce campaign. Getting this structure right from the start makes managing and optimizing the account far easier later.