Knowledge Base/PPC/Google AdWords

AdWords Manager: Campaigns

Nate Baker
posted this on July 20, 2011 09:54 AM

 

AdWords Manager: Campaigns

PPC > AdWords > Campaigns

AdWords-Campaigns.png

AdWords Campaigns are used to give structure to the products or services you want to advertise. The ads in a given Campaign share the same daily budget, language and location targeting, end dates, and syndication options. Within each Campaign, you can create one or more Ad Groups. While a Campaign may represent a broad product class, the Ad Groups within that Campaign can be more focused on the specific product you want to advertise.

Raven users and edit their Campaigns and analyze metrics specific to each Ad Group (or the Campaign itself) in AdWords Manager. In addition to viewing this data, users can also export it to CSV.

Create a New Campaign

  1. Navigate to PPC > AdWords.
  2. Click the Add Campaign button in the Campaigns section.

    AdWords-AddCampaign.png
  3. Enter your Campaign Name, Budget and other settings. Campaign Name and Budget are the only required fields for creating a Campaign through Raven. Optionally, you can also set your Bidding Strategy, Campaign Status, Delivery Method and whether or not you want to activate Enhanced CPC. For more information on these options, see the Settings section on this page.

    AdWords-AddCampaignModal.png
  4. Once you've chosen all of your desired settings, click the Submit button. Once this button is clicked, your new campaign will be saved in your AdWords account. If the Campaign Status is set to Active, your Campaign will start running once Ad Groups are created.

Be aware that creating a new Campaign in Raven's AdWords Manager will also create the Campaign in your actual AdWords account.

Glossary

In total, 10 columns can be displayed in the Campaigns section of AdWords Manager. These columns can be toggled on or off using the Display Options menu:

  • Campaign: The name of your Campaign, as it was created in AdWords or Raven.
  • Status: Whether your Campaign is active, paused or deleted.
  • Bidding Strategy: The way that your campaign is managing bids on keywords. This could be Manual CPC or Accelerated CPC.
  • Budget: The total amount of money that can be used in bidding by your Campaign.
  • Impressions (Impr.): The number of time your advertisements in your Campaign have been shown to people.
  • Clicks: The number of times a person has clicked on all of your Campaign's advertisements.
  • Click Through Rate (CTR): The percentage of times your ads were clicked, compared against how many times they was viewed.
  • Cost: The total cost of purchasing ad space, based on bidding for keywords.
  • Average Cost Per Click (Avg. CPC): Your total cost, divided by the amount of clicks you received.
  • Average Cost Per Impression (Avg. CPM): Your total cost, divided by the amount of impressions.

Table Settings

Search Bar

You can use the search bar above your Campaign listings to find Campaigns that match specific search terms. Keep in mind that the search bar does not accept boolean arguments — only words and phrases. Click the Search button to search through your terms. Click the X while in a search to restore your entire listing.

Filter Sets

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All of the Campaign data in Google AdWords can be filtered using Filter Sets. To create a new Filter, click the Filter Options icon. For more information about how Filter Sets work, see our Knowledge Base article on Filter Sets.

Display Options

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The columns displaying data for your Campaigns can be modified by clicking the Display Options icon at the top of the table. You can use this menu to select or deselect which columns that you would like to see in the table — including Bidding Strategy, Impressions, Cost and more.

Table Options

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Miscellaneous settings can be found when clicking the Table Options icon at the far right of the Table Settings icons. In this menu, you can export data by clicking Save to CSV or change the amount of items on each page by clicking one of the numbers next to Pagination: 10, 25, 50 or 100.

Campaign Settings

To edit a Campaign's basic settings, click the gear icon next to the Campaign in question and select the Edit Settings option.

Basic Settings

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  • Campaign Name: The name of your Campaign.
  • Campaign Status: The activity of your Campaign, which tells AdWords whether or not to bid on keywords or serve ads for this campaign. You're given three options:
    • Active: This Campaign is currently running, though select Ad Groups may be paused.
    • Paused: This Campaign has been temporarily suspended, which prevents bidding and all other ad functions. Switch back to Active to begin your Campaign again.
    • Deleted This Campaign has been permanently suspended. It will not appear in reports or listings. Only to be used if the Campaign is no longer in use.

Budget

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  • Daily Budget: The total money amount that you are willing to spend on all of the Ad Groups in a Campaign, per day.
  • Delivery Method: A determination of how quickly your ads are shown each day: standard or accelerated.
  • Enhanced CPC: When enabled Enhanced CPC will change your maximum cost-per-click in circumstances where your desired cost-per-conversion is at or below its limit. Essentially, this means that AdWords will bid higher or more lucrative keywords automatically, but only with your permission.

Networks

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  • Google Search: Display your ads in Google searches.
  • Search Network: Display your ads in searches performed in Google's Search Network, which includes partners like AOL.
  • Display Network: Display advertisements in Google websites and partners that are capable of showing text, image, video or rich media formatted ads.

Ad Serving

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  • Ad Serving Optimization: Choose between four options for rotating the advertisements contained in your Ad Groups:
    • Optimize: Display advertisements based on total performance – clicks and conversions included.
    • Optimize for Conversions: Display advertisements that have resulted in the most conversions overall.
    • Rotate for 90 Days Rotate your advertisements evenly over the course of 90 days.
    • Rotate Indefinitely Rotate your advertisements evenly until AdWords is told otherwise.
  • Frequency Cap: Limit the amount of times your advertisements are shown to users, based on total impressions.
  • Cap Timeframe: The timeframe associated with your Frequency Cap setting. This can be one of the following: Minute, Hour, Day, Week, Month or Lifetime.
  • Cap Level: Set the point at which you'd like the Frequency Cap to kick in. This can be Campaign, Ad Group or Creative, which allows you to pick and choose based on your Ads.

Campaign Details

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Once you've created your campaign and assigned settings to it, you can work with it within Raven. This section allows you to add Ad Groups, Locations, Negative Keywords and more. To access the detail page for a Campaign, click the Campaign name.

Summary

The summary page runs down all of the settings associated with your Campaign. To change your settings, click the Edit button.

Mobile Bid Adjustment

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The only setting that can be altered on this page, which can not be altered anywhere else, is the Mobile Bid Adjustment section. To alter this, click the Settings link under Bid Adjustment. Use the slider to adjust your bid to 100% or less of your normal bidding strategy.

Ad Groups

AdWords-AdGroupsList.png

This section lists all of the Ad Groups associated with your Campaign. To add a new Ad Group, click the Add Ad Group button and enter an Ad Group Name. Click Submit to save the Ad Group in your campaign.

For more information on Ad Groups, including settings and other editable details, see the Ad Groups page in the Knowledge Base.

Negative Keywords

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Negative keywords are keywords that you absolutely do not want AdWords to bid on. For example, let's say that we at Raven Tools are running a PPC campaign for the word "Raven." We don't want our ads to appear in searches for "Baltimore Ravens," an American football team, or "Edgar Allan Poe," who wrote The Raven. We could add these phrases as negative keywords to prevent AdWords from spending our budget on unproductive search terms.

To add a negative keyword, click the Add Negative Keywords button. List each negative keyword on a separate line and choose a Match Type to apply to all of the keywords, if you want them all to behave the same way. The Match Types available are Broad, Exact and Phrase:

  1. Broad: Search terms containing all of the keywords in a phrase will be included. If "Baltimore Ravens" were our negative keyword, the Broad Match Type would result in searches for "Ravens Tickets in Baltimore" being excluded as ad display candidates.
  2. Phrase: Search terms containing the exact negative keyword will be included. Using Baltimore Ravens as an example, the Phrase Match Type would result in searches for "Baltimore Ravens jerseys" being excluded as ad display candidates. In Advanced Mode, phrase matched keywords are designated with quotation marks.
  3. Exact: When this exact keyword or phrase is searched, AdWords will not display ads from your Campaign. In Advanced Mode, exact match keywords are designated with brackets, like so: [Baltimore Ravens].

For more nuanced options, enable Advanced Mode. This allows you to choose your Match Types on an individual basis for each negative keyword. To delete negative keywords, click the gear icon next to the keyword and select the Delete option.

Locations

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To target your Campaign to specific countries and cities, use the Locations section of the Campaign detail page. To add a new location, click the Add Location Target button.

In the window that appears, you will be able to add countries or cities as either positives or negatives. Biddable locations will force your Ad Groups to focus on searches by users in those locations. Negative locations will do the opposite, preventing your ads from appearing to users in given countries or cities.

You can add one country or city at a time. To search for a location, enter the name of the location in the Location Search box. Then choose your Bid Type and click the Submit button to save.

Languages

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Languages can be targeted by AdWords Campaigns in the same way that locations can be. To target a specific language for your campaign, click the Add Language Target button under Languages on the Campaign detail page. Choose a language from the dropdown menu in the window that appears and click submit to add it as a target.

Ad Extension Feeds

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If you've created feeds in AdWords that manage your Ad Extensions, they are selectable in this section of the Campaign detail page. To choose an Ad Extension Feed, click the Add Feed button, choose a feed from the dropdown menu and click the Submit button to save your changes.

Location Extensions

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Location Extensions are optional elements that can be added to display a physical location on your advertisements. These can be useful for promoting brick-and-mortar stores, for example, where the location is as important as the landing page you're directing users to.

To add a new Location Extension, click the Add Location Extension button and fill in the fields in the window that appears. The required fields are Company Name, Street Address, City, State/Province, Postal Code and Country.

 
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