Ads can show next to search results throughout Google’s Search Network, which includes:
How It Work ? :
When To Use?
Search Network Only: Ads will only appear on Google’s search results and relevant sites that are part of the Search Network. These include Google Maps, Images, Shopping and AOL. This gives you more control as to where your ads are placed because of the limited number of sites that are part of the search network.
Lets Create A Compaign With Search Network - All Fetures
Locations and Languages
Next, you want to determine in what location your ad will appear. If your product or service can be sold anywhere, selecting a broad reach is fine, such as “All Country and Territories,” or “United States and Canada.” If you have a location-specific product, you can choose where your ad will appear and see exactly how many people your ad will reach in a given location. Using both this and geographic targeting within your ads will optimize your ads to only appear for people that are within your target market.
You can further specify your results by entering locations that you want to exclude from your search, meaning people from a certain location will never be able to see your ad. You then will want to choose the language your customers speak. This will not translate the ad into another language, but it will place ads on search results for people who have selected this language as their primary language. For example, if you choose Spanish as the language your customers speak, a person who has selected Spanish as their primary language in Google will see your ad when they use the search engine, but the ad will still be in the language in which you wrote it.
Bidding and Budget
When selecting a bidding option, you can decide if you want to set the bids for each click, or if you want AdWords to set bids to help maximize clicks within your budget. In Google AdWords, the cost of a click can change throughout the day depending on the volume of advertisers bidding on a specific term. Choose which option for bidding works best for your:
CPC: This option, cost-per-click, only charges you when someone clicks on your ad. This is a good option if you are focused on increasing traffic to your website.
CPM: CPM, or cost per thousand impressions, is used in the display network. This is helpful if you are looking to get your ad and brand in front of as many people as possible.
CPA: CPA, or cost per acquisition, charges you when the person who clicked on your ad converts, often into a sale. This can be used with conversion tracking and other applications.
I'll manually set my bids for clicks: This allows you to choose what you want the max CPC to be for any given keyword. This is useful if you want to monitor and control the keywords and bidding. It also allows you the freedom to target in any way your company wants. For example, if you sell sports equipment but you really want to focus on baseball gear this month, you can focus most of your budget on baseball keywords.
AdWords will set my bids to help maximize clicks within my target budget:This option allows AdWords the freedom to set the CPC for your keywords while staying within your budget in order to get the most clicks each day. This option is good if you had an advertising budget you constantly want to reach, and don’t want to spend the time monitoring and adjusting your campaigns.
As for your budget, set it according to the optimal amount determined in the traffic estimator.
The features in Ad Extensions can be placed under your ad if they are relevant to your business.
Location: This shows your address under the ad, which would be useful on Google Maps and mobile devices if you're a local, brick-and-mortar business.
Sitelinks: This allows you to place a link to deeper and more relevant content somewhere within your website. This can further target your ad campaign so you can reach a very specific customer. So if you sell bird food, the sitelinks would allow you to have more categories, such as “Buy Now” and “Find a Store”.
Call: Your phone number will appear below the ad. If the user calls from a mobile phone and you have call metrics set up, you can see how many calls were generated from each ad.
Social: This will connect your Google+ account to your ad, useful is you have a large Google+ presence.
Mobile App: This will add a link below your ad that brings the customer to a mobile app within the mobile app store.
You can further customize your campaign to better fit your target market within Advanced Settings.
First, let's break down the scheduling capabilities. Within 'Schedule,' you can customize when you want your ads to run. You can set start and end date, as well as change the hours you would like your ads to run during each day. Click ' Edit ' in ad scheduling to change the times and days during a week that your ad will run.
You can change the timing of your campaign depending on the days and times that are most relevant to your product or service.
You may find that you get most of your clicks from 8pm to 10pm on weekdays, for example. To optimize your campaign for this, you can change your bid for this time period to increase your positioning and reach of your ad.
Next is ad delivery, rotation, and frequency capping. This setting allows you to customize how you want Google to show your ads. Within the Ad delivery, rotation, and frequency capping settings, you can do a few things:
Optimize for Clicks: AdWords will show ads that are likely to provide more clicks to your offer. This is useful if you are looking to drive traffic to your website.
Optimize for Conversions: This will let AdWords show ads that have the highest conversion rates. This is useful if your business is more concerned with conversions than traffic.
Rotate Evenly: You can also rotate all ads evenly for a set amount of time, and then optimize after. This allows for ample testing time to see which ads work best.
Frequency Capping: Frequency capping will limit the number of times a specific user sees your ad on the display network. This will help you avoid showing your ad to the same person many times. In the example above, there is a limit of 5 impressions per week per ad, to avoid over-burdening one user with the same ad.
Networks and Devices
You can then customize networks and devices that you want your ad to be placed on. When using the default campaign type, all will be selected. You can then go in and change according to your preferences.
Here are the options you have when selecting the networks and devices on which your ad will be displayed:
Google Search: Ads appear in Google search results only.
Search Partners: Ads will appear in Google search results and search partners, including Maps, Shopping etc. This is useful if your ad is relevant to these categories.