Search Campaign Setup

There are two primary ways to create a new campaign.

  1. Install and use the Google AdWords Editor, a desktop application that lets you work on campaigns offline and then post changes when you are ready.
  2. Follow the step by step process Google takes you through with the Ads interface on their website.

Both methods deliver the same result, but the AdWords Editor is faster. Google recently updated the way campaigns are created through their website. After clicking on the “create new campaign” call to action, you are asked to select which campaign type you want to set-up. After choosing “search” you are asked what your campaign goals are in order to select the settings that they determine will best help you reach those goals.

Personally, I prefer to see all of the options and individually choose each one i based on my specific requirements. So I choose the option to create a campaign without a goal.

After you click on the call to action for creating a new campaign, Google asks you to choose which campaign type you want to set-up. For the purposes of this lesson, we are setting up a campaign to drive website traffic. Therefore, I will choose website visits and continue to the campaign creation page.

Initial Settings

The campaign creation page asks a series of questions which create the initial settings for the campaign. All these settings can be changed at a later time. Each setting has a question mark that displays a tool-tip when you hover over it. This comes in handy in the case where you need to be reminded about your settings or need a more detailed explanation about specific settings.

The first thing they ask on the campaign creation page is for you to name the new campaign. It’s ideal to name the campaign something that represents the product or group of products that you are marketing. This also assists in creating effective Brand Marketing. If there is something about this new campaign that differs from other campaigns selling the same or a similar product, e. g. location or language you’re targeting, you might want to add something indicating that in the campaign name. For example, if you’re advertising an auto repair shop in Spanish, similar to one you have in English, you can name this campaign Auto Repair-ES. You have the option to change your campaign name at a later time.

Next you’re asked which networks you want your ads displayed on. With search advertising, your ads can be on the search results pages of or on the websites of Google search partners.

Google search partners are websites, external to Google, that use Google’s search engine inside of their website. If you’re establishing a new campaign with a limited budget, you should initially opt out of this option as its traffic can be of a lower quality. Google also gives you the option to supplement your search campaigns with display ads that are automatically placed on websites that Google determines has traffic that is likely to convert for the keyword you are bidding on. Once your campaigns are performing, this is something to consider. Again, if you are starting with a limited budget, it’s best to target narrowly and then expand after your ad is profitable.

Location Settings

Now we move to the “Locations Settings” where you choose the geographical area where you want your ads to appear. By default, your ads may target users outside of the specified area you are targeting if the search term includes the name of the location you are targeting. For example, if you are advertising an auto repair shop in Boston, you will probably only want to target the “Boston Area” and use a keyword like “auto repair”n a phrase match. I will get more in depth about keyword match types used to trigger users searching for your product or service.Just bear in mind that if a user, anywhere in the world, conducts a search for auto repair shops in Boston, your ads may be served. You can turn this option off in the additional settings section on the bottom of the campaign setup page where they let you adjust settings for “Location Options” by choosing to target “People in your targeted locations” as opposed to “People in, or who show interest in, your targeted locations”.

Language Settings

The next section has you choose your language settings. With search advertising, choosing a particular language will mean that you will only show ads for people who’s browser settings are for that language. Obviously, if your ads are in English, you do not want to waste ad impressions and lower your CTR by showing ads to people who don’t understand them. However, if your campaign is comprised of keywords triggered by English search terms and the person searching knows English, you might want to consider choosing to target all languages, regardless of the h user’s browser language setting. So consider targeting all languages, even if your campaign is only in one language.

Campaign Budget

Your campaign budget is the average amount you want to spend each day. Don’t be alarmed if you overspend a bit for a particular day as Google compensates you later on. The amount you set as your initial daily budget should be based on the amount you’re willing to invest in the campaign in order to optimize future profitability. It is difficult to determine how long that will take. I suggest you start with a small budget in order to get an indication as to how you will perform based on the conversions you established along your sales funnel. While you will probably not be profitable within a short amount of time, you should still have an indication as to how long it will take as well as some action items you can take to close the gap and turn your campaign from an expense into an asset. So start with a test budget to get a feel for it. If the indicators look good, you might decide to increase your budget to get the stats you need for faster optimization. Conversely, if indicators are poor, you might want to slow things down and rethink and adjust your campaign.

Delivery Methods

After setting your campaign budget, you’ll need to choose your delivery method. If your campaign is running with a smaller budget that is limiting its impressions, you should set it to standard ad delivery as opposed to accelerated. Accelerated ad delivery will show your ads every time an ad wins an auction. This is great if you want maximum exposure and have a robust budget. But if you are limited by budget this setting can cause your ads to stop showing at any point of the day, even early in the morning. As soon as midnight turns around your campaign will start running, with accelerated ad delivery it will stop the moment the budget ran out and you to know what that would be, which is what standard delivery is for.

Bidding Options

The next section has you choose your bidding options. Google has several automatic bidding options which you might want to consider once you have a history of conversion data. I will get into this further in a future lesson, but for now you will want to have your campaign set to manual CPC.

Next click on “Save and Continue.” At this point, your campaign has been created and is saved to your account. Well at least a shell of a campaign has been created. Always keep humor. At this point you are lacking ad groups, targeting, and ads. Google takes you to a page where there are tools to help you find potential keywords and ad them to your first ad group. Personally, I prefer to hit cancel and exit out of their step by step wizard at this point and finish creating my ad groups, ads and keywords on my own or even offline with the Google AdWords Editor.

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