Deciding upon a campaign type whenever you begin establishing your AdWords campaign, you’ll need to opt for a campaign kind along with also a campaign sub-type.
The campaign kind determines things such as where your advertisements could show to clients on Google’s advertising networks, and what format they could be in, such as text or video. The campaign sub-type determines how many preferences and options are available to use for your campaign, or you could choose a specific campaign sub-type should you wish to reach the specific goal with your advertisements, such as driving more installs of your cell application.
With these options, you may tailor your campaign to match your company targets and concentrate on the features most applicable to you.
Types of campaigns
Using what you’ve learned in previous modules about Google’s advertising network, let’s have a look at the most often used campaign types: Search Network only, Display Network only, along with Search Network with Display Select.
If you create a Search Network the only campaign, your advertisements could appear through sites on the Google Search Network. This campaign kind works by linking your AdWords keywords to the words or phrases someone uses to search on Google, then showing relevant text advertisements on Search results page pages.
This campaign kind is useful for advertisers that want to connect with clients right when they’re searching for their services or products. For instance, a small home repair business that earns most of its revenue from plumbing repairs might create a “Search Network only” campaign to target its advertisements to high-prospective customers searching for plumbing solutions.
With a Display Network the only campaign, your advertisements could show through the Google Display Network. This campaign the kind works by matching your advertisements– including text, picture, rich media, and video advertisements — to internet sites along with other placements, such as YouTube and cellular applications, with content related to your targeting.
What kind of business might make a “Display Network only” campaign?
Say you’re a jewelry store. Store wanting to increase consciousness of the engagement rings you market. With a “Display Network only” campaign, you’re ready to reach people visiting wedding-related sites, for instance, blogs concerning wedding coming up with.
A Search Network with display the select campaign enables you to show your advertisements — including text, picture, rich media, and video ads– with search results page on the Google Search Network and applicable placements inside the Display Network. With this option, your spending budget is shared across both networks.
Say you’re a brand new advertiser wanting to promote your vehicle repair support. You might create a “Search Network with Display Select” campaign to reach individuals in more places who’re seeking your services, whether they’re looking on Google Search or checking an automobile service review site.
whenever you make any one of the above campaign types, you’ll also need to choose a more specific campaign sub-type; the most typical is the “Standard” or “All features” sub-types.
Here are a few examples of why you may choose the “Standard” or “All features” sub-types:
- Standard: Should you prefer a simpler summary of your campaign and feature options, consider using the “Standard” sub-type. With “Standard” campaigns, you might use basic location and terminology targeting, spending and bidding spending budget configurations, and common ad extensions.
- You won’t be capable to use the advanced options which are available to “All attributes” campaigns and described below.
- All of the attributes: If you wish to use all available campaign and feature options, consider using the “All attributes” sub-type. You’ll be capable to use more advanced options, like social and experimental configurations, ad scheduling and ad delivery procedures, and advanced location options.
There are also specialized campaign sub-types you may use to reach more potential customers. Listed below are a couple of examples of why you may decide on a specialized campaign sub-type:
• Remarketing: Show text, image, or video advertisements to people who already visited your web site when they navigate other sites on the display network.
• Ads within mobile applications! Reach the expanding audience of people utilizing mobile cell phones and tablets by showing your advertisements in applications. Your advertisements will probably get matched to applications throughout the Display Network.
Structuring your campaign
Before you begin creating your campaign, it is vital to understand how AdWords is structured. A well-organized account might help you produce successful campaigns which target the right audience and, finally, help you achieve more of your advertising goals.
AdWords is organized into 3 layers: account, advertising campaigns, ad groups.
• Account: Your account is associated with a distinguishing email address, password, and charging info.
• Campaigns: Each campaign in your account has its own spending budget and settings that determine where your advertisements appear.
• Ad categories: Each ads group within a campaign contains a set of comparable advertisements and keywords which you would like to activate your advertisements to show.
Structuring your campaign With AdWords, you’ll arrange your account into different campaigns, with each campaign focusing on a single business goal, like driving traffic to your web sites, or offerings, like a certain service or product. If your business serves several geographic areas, you might like to create a separate campaign for each location.
One effective strategy is to arrange your campaigns to reflect the construction of your web site. This permits you to create campaigns around particular themes or products. For example, an electronics retailer might create campaigns for certain product categories, like televisions and cameras.
You control the following at the campaign level:
• what quantity you are willing to pay on clicks, impressions, or conversions out of your advertisements.
• Networks and geographic locations where you want your advertisements to show.
• Other top-level settings which influence your ad collections Organizing your ad groups each campaign contains more than one ad categories. An ads group allows you to arrange your campaign into sets of advertisements and keywords that directly relate to one another, which may improve your Quality Score and aid boost your ROI. For Search Network campaigns, this helps you show advertisements which are relevant to the searches of people you’re trying to reach. For campaigns targeting the Display Network, you can create relevant ads to indicate to customers browsing websites concerning similar topics.
Similar to your campaign structure, you’ll be wanting to make separate ad groups for every theme or product that you are advertising. Again, consider creating ad teams that square measure supported the sections or classes that appear on your website. For example, the same electronics retailer might create ad groups for sub-categories, like compact cameras and SLR cameras. Example Antoine creates an inquiry Network campaign to drive sales of Fiona’s products and starts researching how the campaign should be organized. He considers building out several ads groups that are based on how Fiona’s website is organized — Acme’s the web designer has improved it — and the different products she offers, such as bunk beds, chairs, and tables. Next, Antoine starts pondering the way to reach Fiona’s audience —mothers.