AdWords Campaign Types (Posting 2 out of 7)

Welcome to posting 2 out of a series of 7 on AdWords. In this posting I focus primarily on different AdWords Campaign Types.

Your text ads can show on Google, Google Play, Google Shopping, Google Maps, and inside the maps app.

A very important setting inside AdWords is the decision whether or not to include Search Partners. If you include search partners, ads may appear with search results on Google Partner websites. For text ads, this will include hundreds of non-Google websites as well as Google Video and other Google-owned properties.

Google Search Network

The Google Search Network is a group search related websites where your ads can appear. To me, the most important consideration for the Search Network, is whether you include Search Partners or not. I typically start campaigns by excluding Search Partners. I may decide to add on Search Partners at a later date to test the results.

AdWords Campaign Types

Display Network

Your ads are automatically matched to websites and apps that publish AdWords advertisements related to the content of that page. You may have heard the term AdSense. If you own a website that receives a large amount of traffic each month, you can allow Google Ads to be placed on your website and earn ad revenue each month. This is done through an AdSense account. So, if you are advertising on Google through the Display Network, your ads will be placed on sites where the site owner has an AdSense account.

Let’s say you own a gym in San Diego and are running Display Ads on Google. Your ad could be published to someone reading a fitness blog while in San Diego. Hopefully they click the ad, view your site, and come in to sign up for a membership!

Search with Display Network Selected

The default setting for AdWords will include the Search Network, Search Partners, and the Display Network. You can tweak the setting to disable the Display Network and exclude Search Partners.

Shopping

Shopping ads are a different animal. They are exclusively for retailers and use data from your merchant account. Shopping ads do not use keywords to display ads; instead, they use product data from your merchant account. You manage shopping campaigns in AdWords using shopping campaigns as the campaign type.

Video

Video campaigns enable you to show TrueView video ads as a stand-alone campaign or within streaming-video content on YouTube and across the Google Display Network.

There are two different types of TrueView:

TrueView in-stream: These ads play before or during another video from a YouTube partner. Viewers are forced to see the first five seconds and then have the option to continue watching or skipping the ads. As an advertiser you pay when a viewer watches at least thirty seconds of your ad or to the end of the video (whichever is shorter).

TrueView in-display: These ads appear alongside other YouTube videos, on YouTube search pages, or throughout the Google Display Network. You pay when an advertiser chooses to watch your video by clicking on your ad. It’s a pay-per-click model.

Inside of AdWords after selecting new campaign, you will have the opportunity to select from the options mentioned above. I have included a screen shot below so you now what to look for when inside AdWords:

Search Options

Geo Locations

You will have to know where your customers are located in order to effectively set up location targeting. The settings in AdWords for geo locations are very flexible. Options range from being as broad as the entire United States to being as specific as a certain radius around your business with certain neighborhoods excluded. Let’s go over the specific geo location settings in AdWords.

Radius Targeting

San Diego Radius

This option allows you to show your ads to people within a certain distance from your business or from a different address you specify. Sometimes a business located on the coast will not want their own address used for radius targeting because they pick up parts of the ocean, which is not an effective approach for advertising to new prospects. So, they will simply pick an address a few miles from the coast and set up a more practical radius.

When you target a radius, AdWords will provide a list of locations contained within the radius, which will be depicted as “Locations within this target.” Make sure to review these locations to ensure that you included the correct locations. Below is the step-by-step process of how to set up a radius:

Sign in to AdWords.
Click the Campaigns
Click on the name of the campaign you want to edit (you may have multiple campaigns).
Click the Settings
Click Edit next to Locations and click Advanced search.
Click Radius
In the search box, enter the location you would like to use. The location will be used as the center of the radius. Enter the radius you would like to target. Example: 5 miles, 10 miles.
Click Search and the radius will populate on the map.
Double-check the radius. You can include all locations in the radius if everything looks good. You can refine the targeting even further by only selecting some of the listed locations or excluding locations that you know are unlikely to convert.
Click Done and Save.

The next option is targeting a country or multiple countries, a state or multiple states, a city, a region, or multiple cities or regions.

This option really comes down to what you put in step 6 below. If you are an online retailer with a global distribution network, you can add multiple countries.

If your business doesn’t serve all regions or if you would like to concentrate your marketing in certain parts of the country, you can also focus on certain regions that are lucrative for your business. Remember: AdWords targeting is flexible, so just think about what is pertinent to your business and enter the geo accordingly. Below is the step-by-step process to set up this type of targeting:

Sign in to AdWords.
Click the Campaigns
Click the name of the campaign you would like to edit.
Click the Settings
Click Edit next to Locations.
Enter the information for the areas you would like to target. You can enter country, city, region or postal codes.
Click Add.
Click Save.

Thanks for reading and stay tuned for the next post in this series.

I own a San Diego PPC company and would love to help you launch and manage a Pay Per Click Campaign. Check out my PPC Services and call me today for your no obligation quote.

Email brian@rocketpilots.com or call me today at 858-775-4110 or request your no commitment consultation.

Are you currently running an AdWords campaign? Leave a comment and let us know your experience with the platform.