Although they seem straight forward, the way you set up your campaign will drastically effect your results.
To start things off, we want to make sure we’re referring to the appropriate campaign type. For this post, we will be discussing the “Search Network Only” type, with “All features” enabled. Although a lot of the other campaign types have their specific uses, most AdWords accounts should contain at least one search network campaign. If you select another campaign type, you may see various other input sections not discussed here.
When working with the Search Network campaigns, this section only has the option whether or not to include the search partners network. In a nutshell, if you do not include the search partners network, your ads will only run on Google searches. If you do include the search partners network, your ads will run on non-Google specific entities.
Should you include search partners in your campaign? Yes, you should. There are some big advertisers on the search partners network. Very recently, Yahoo started collaborating with Google to be a search partner. Also, you should start your campaign with search partners enabled because you can check the performance at any time. Simply in the “Campaigns” tab, click on the drop-down for “Segment” and click “Network (with search partners)”. This will show you how your campaigns are performing on the search partners network. Once you collect enough data, you can justify your own decision to continue to run it or not.
Start off running your campaigns on all devices. Initially, it’s not necessary to make bid adjustments on mobile devices. Every industry and geo-targeted area (or combination of areas) is different. Once you run the campaign and collect data, you can use the “Segment” drop-down and click “Device” to see the performance by device. You can collect data to see how the campaign(s) perform prior to making any bid adjustments.
Of all things setup-related, this is one of the only items which may require client input. Depending on industry, they may have a specific service area. Hopefully the client will be able to provide you some input on how large of an area to target. Obviously, it’s your job to provide some relative input here. If it’s a doctors office in a big city, they may not want to target the entire country with ads.
Another reason you want to discuss this with your client is because this may change your whole account setup. Since geo-targeting is set at a campaign level, if your client has several different installations with different service areas, you may have to create separate campaigns for each location.
For your location options, you’ll most likely want to use “People in my targeted location” to target, and “People in my excluded location” to exclude. The default settings may get you in trouble here, because they include people searching for your location, who may not be in it. So people in countries all over the world can still see and click on your paid ad if they are searching for your targeted location. If your client is a Chicago deep dish pizza chain, they may not want to show up in Russia when people search “Chicago style pizza”. Users in Russia are most likely looking for an image or recipe, and will be a low conversion click for your client.
Language: This one should be fairly obvious.
By default, your campaign settings will select “Enable Enhanced CPC”. This option may work well for people who will not have much time to allocate to maintaining their AdWords campaigns, or do not have specialists to run it for them. Although there’s a description stating bids will be based on conversion data, the specialists should be able to check the conversion data as well as other metrics to change these bids manually. Also, as the campaign(s) mature, you may want to place bid adjustments in segments which prove conversion friendly. As you place bid adjustments for perhaps mobile or locations, with enhanced CPC, it will be much more challenging to control your average CPC. Use the manual configuration, monitor your keyword data, customize the keyword bids in the best way for the client. To come up with entering bids, you should be able to approximate entry bids from the keyword planner tool or prior industry experience.
Enter what you’re willing to pay per day here. Although this seems straight forward, there are a few things to keep in mind here. Google has shown to go over/under your budget by approximately 20%, so put in a ballpark number here. Also, most of the time clients will set monthly budgets, divide by 30.4 (average number of days per month). Start off with a higher monthly budget than you think, initially the campaigns will not spend their allotted daily budget. Google does take time to rotate your ads to their full potential, it’ll take time to establish position, quality score, etc. I prefer to start my daily budget at least double what I should be spending. For example, client budget is $1000 per month. The daily spend is $1000/30.4, which is about $33 per day. I’d start this campaign at around $70/day. This gets us started at a faster pace, allowing our ads to run more in the first few days to build metrics for which to optimize around.
Standard or accelerated delivery method? We suggest using the standard delivery method. This starts out the campaign with the most well-rounded ad delivery, so the incoming statistics are uniform and regulated. You can make adjustments to your delivery by adding bid adjustments in during certain hours of the day, but to start, you should cast the net wide. This along with a high(er) daily budget, should allow you enough room to run through the day, and see how ads perform during different hours of the day.
One notable change to make to the advanced settings is the “Ad Rotation.” Select the option to “Rotate evenly: Show ads more evenly for 90 days, then optimize.” This promotes the ads to rotate evenly, and gives the specialist the chance to change the rotation. You may see certain ads perform better on mobile devices, perhaps some are better for clicks, some
for conversions, etc. Effectively, this gives you a chance to see all the data, and make any combination of changes you’d like.