When creating a new campaign in your Google AdWords account, there are different options to choose from:
At deltamethod the campaign name is defined in the Campaign Suite (CS). Therefore, the name appearing in the Adwords interface is created automatically when importing all campaigns from CS into the interface.
The first decision to make regarding the choice of the network type you want to target your ads to. There are three options:
- Search and Display Networks (not recommended)
- Search Network only
- Display Network only
At deltamethod we always keep search and display ads in different campaigns both for manageability and reporting purposes.
Next, you choose which specific sub-type of campaign you want to create. You can choose between “Standard” (not recommended) and “All features” campaigns. The latter includes more specific features such as ad extensions, ad scheduling and delivery method, advanced language and location options.
Then, depending on whether you create a Search or Display campaign more advanced type options are available such as product listing ads (PLA) or dynamic search ads for search and mobile apps and remarketing for display.
If you create a search network campaign, you are asked to select whether or not to include search partners. Google Search Network includes a group of hundreds of search sites that partner with Google to show ads.
This option allows to ensure your ads appear to users in the specific geographic locations of interest. Targeted locations can be added one by one. Advanced location options are used to further define targeting and exclusion methods. Here, you can at once specify your TARGET locations (you determine if your ads can appear for people based on where they are likely to be physically located or the places that they have shown interest in) or EXCLUDE locations (you determine if your ads can be excluded for people based on where they are likely to be physically located, or if they should also be excluded based on the places that they have shown interest in).
With language settings, users who have selected a specific language as their interface language can be targeted. We recommend to our customers the use of “all languages”, in order to avoid any loss of impressions.
Bidding and Budget
In order to run campaigns on Google it is important to assign a daily budget and to decide whether to manually or automatically set bids for clicks. At deltamethod we always set bids manually in order to use our bidding optimization techniques. A default bid has to be chosen but it is used only in case bids at ad group or keyword level are not specified. A more advanced option, the delivery method, can be standard or accelerated. By selecting standard delivery methods, ads are shown evenly over time. By selecting accelerated delivery methods ads are shown more quickly until the budget is reached. For more information concerning Bidding and Budgeting, read the corresponding sections.
Ad extensions are used to include additional information in the ads. The available ad extensions are:
- Product Listing ads
- Dynamic Search Ads
- Advanced settings: several additional options are included in the advanced settings. The most important ones are ad rotation and exact and phrase match. The ad rotation selection determines how often Google delivers your active ads in relation to one another within an ad group.
NOTE: deltamethod recommends to use the “Rotate Evenly” option, because all the ads are shown independent of their performance. Therefore it is an advantage while testing new ads, in an optimization process.
The ads are optimized by us without Google interference, as it is possible to opt out this function (that will optimize automatically your ads after 90 days).
With exact and phrase matching, your ads can show for close variants of your exact match and phrase match keywords. Close variants include misspellings, singular and plural forms, acronyms, stemming, abbreviations, and accents.
The schedule option allows deciding a start date, end date and ad scheduling for ads.
Finally, the Tracking URL for dynamic links is used to track the clicks on dynamically generated links that are used in the ads.