Adwords is organised in 3 layers:
1. Account - identified by a unique email address, password and billing info.
2. Ad Campaign - Budget and settings that determine where ads appear
3. Ad Group - A set of similar ads and keywords that trigger when ads are displayed.
Account Limits
10,000 (active and paused) campaigns
20,000 ad groups per campaign
20,000 individual targeting items per ad group
300 display ads per ad group
4 million active or paused ads per account
5 million individual targeting items per account
10,000 location targets (targeted and excluded) per campaign (including up to 500 proximity targets per campaign)
100,000 active legacy ad extensions per account
10,000 ad group references to upgraded ad extensions per account
10,000 campaign references to upgraded ad extensions per account
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