... Designing Your AdWords Campaign and Starting an Account In This Chapter ᮣ Structuring an AdWords account ᮣ Understanding Campaigns, Ad Groups, and keywords ᮣ Setting marketing and budgetary goals ... according to your campaign’s purpose is the landing page, because that is where you receive and convert traffic. Understanding the AdWords budget The budget of an AdWords campaign is much more elastic ... they succeeded. With careful planning and an understanding of campaign elements, you can minimize the pain and expense of the inevitable period of trial and error. Before putting ads into play,...