Campaign Types

Campaign Types

1. Search Network

   • Text Only ads Google search Shopping Google Maps Groups Non-Google search websites (like AOL) that partner with Google to show search ads, called search partners. This option is selected by default, but you can de-select it in your campaign settings.If you create a Search Network only campaign, your ads can appear throughout websites on the Google Search Network. This campaign type works by linking your AdWords keywords to the words or phrases that someone uses to search on Google, then showing relevant text ads on search results pages.

2. Display Network

   • Text, image, rich media and video ads Websites that show relevant Google ads Videos Apps Gmail YouTube Blogger Google Finance Google Maps With a Display Network only campaign, your ads can show throughout the Google Display Network. This campaign type works by matching your ads – including text, image, rich media, and video ads – to websites and other placements, such as YouTube and mobile apps, with content related to your targeting.

3. Campaign Sub Types

   • Stanadard
     • Search Network Only Basic location targeting Basic bidding and budget settings Common ad extensions include a phone number, URL, location or social link. Language targeting
   • All Features
     • All the standard settings, plus ad delivery methods, and all ad extensions. Advanced social and experimental settings Ad scheduling and ad delivery method options Advanced location options Mobile app extensions Advanced keyword matching IP exclusions Dynamic tracking URLs Display Only (Interest category, gender, age, parental status and topic targeting)
   • Re Marketing
     • Remarketing: Show text, image, or video ads to people who have already visited your website when they browse other websites on the Display Network.
   • Mobile Apps
     • Ads in mobile apps: Reach the growing audience of people using mobile phones and tablets by showing your ads in apps. Your ads will get matched to apps through the Display Network..
   • Shopping
     • If you have a Google Merchant Centre account and want to use Product Listing Ads to promote your products on the Google Search Network and Google Shopping (in select countries), choose the “Shopping” campaign type.

4. Campaigns

   • Account
   • Ad Groups
     • Targeting (Display)
       • Keywords
         • Broad match     women's hats Broad match modifier     +women's +hats      Phrase match     "women's hats" Exact match     [women's hats] Negative Match     -wedding or -baseball
       • Audiences
         • Affinity
           • affinity audiences to reach TV-like audiences on a broad scale.
         • Custom Affinity
           • To reach as many potential customers as possible with an affinity to a specific product area, you might try adding custom affinity audiences
         • In Market Audience
           • To reach specific audiences actively shopping for a product or service, use in-market audiences instead.
       • Interest Categories
         • Interest categories: This allows you to reach people interested in products and services similar to those that your business offers. When you target interest categories, you can show your ad to people who demonstrated specific interests, regardless of whether your ad correlates with the particular topic of the page or app that they're currently on.
       • Remarketing
         • Remarketing: This option can help you reach people who have previously visited your website while they visit other websites on the Display Network.
       • Demographics
       • Location
         • With location settings, you can target the geographic areas in which you'd like your ads to appear. You can select entire countries (such as the United Kingdom or France), individual regions or cities within a country (such as the county of Derbyshire or the city of Paris), or certain distances around your business location (such as within 20 miles of Manchester).
       • Language
       • Device
       • Contextual
         • (also known as automatic placements) based on the keywords or topics that you've chosen. AdWords analyses each website's content and theme, considering factors such as text, language, link structure and page structure. Using these, Google determines the central themes of each webpage and targets AdWords ads to  the page, based on your keyword or topic selections and other factors, including the pages a that person who sees your ad has recently browsed.
       • Topic
         • If your business sells costumes, then you could add the keyword "buy costumes" and the topic "Hobbies & Leisure > Special Occasions > Holidays & Seasonal Events",
     • Targeting (Search)
       • Keywords
         • Keyword Planner
         • Display Planner
       • Location
       • Language
       • Device
       • Audience Retargeting
         • https://support.google.com/adwords/answer/2701222
     • Bid Strategy
       • CPC
       • CPM
         • Cost-per-impression (CPM) bidding: Use if you want to make sure that customers see your message.
       • CPA
         • *** can't see how this relates to Re-marketing Cost-per-acquisition (CPA) bidding: This option can help you reach people who have previously visited your website while they visit other websites on the Display Network. You’ll find remarketing alongside interest categories in your account.
         • Conversion Optimizer
         • Conversion Optimizer
           • Target CPA
             •  This is the average amount that you'd like to pay for a conversion. Some bids will be above this target and some will be below it, but altogether, the cost per conversion should average to the Target CPA that you set.
           • Max CPA
             • Maximum CPA: This is the most that you're willing to pay for each conversion. When you use Conversion Optimiser, most of your  bids will be below your maximum.
       • Demographics
         • *** cant see how this relates to 3 strategies above. Demographics: Use if you want to maximise conversions on your website.
       • Bid Adjustments
       • Flexible Bid
         • https://support.google.com/adwords/answer/2979071
         • Maximise Clicks
           • Automatically sets your bids to help you to get the most clicks within a target spend amount that you choose.
         • Target (TOP) search page location
           • Target search page location: Automatically adjusts your bids to help you get your ads to the top of the page or the first page of search results.
         • Target CPA
           • Target cost-per-acquisition (CPA): Automatically sets your bids to help you get as many conversions as possible, while reaching an average cost-per-acquisition goal that you set.
         • Enhanced CPA
           • Enhanced cost-per-click (ECPC): Automatically adjusts your manual CPC bid up or down based on each click's likelihood of resulting in a conversion.
         • Target return on ad spend (ROAS)
           • Target return on ad spend (ROAS): Automatically sets your bids to maximise your conversion value, while trying to reach an average return on ad spend.
         • Target outranking share:
           •  Automatically raises or lowers your bids to help your ads outrank ads from another domain.
     • Ad Formats
       • Text
       • Ad Extensions
         • Extends your ads with more information, such as additional links to your website, shop address or phone number. These formats usually appear only across the Search Network. However, location extensions and call extensions may also appear across the Google Display Network.
     • Ad Formats
       • Text
       • Ad Extensions
       • Image
       • WAP Mobile
       • App Ads
       • In Stream Video
       • Product Listing
       • Call Only Ads
     • Ads
       • Measure Performance
         • Segmants
           • Click Types
             • Click to Call
             • Device
             • Top vs Other
               • Top vs. Other: Find out where your ad appeared on Google's search results pages and search partners' pages. Segmenting your data by “Top vs. Other” can help you to optimise your search campaigns to serve your ads on the parts of the page that perform best for you.
             • Time
               • Time: Isolate changes in your performance using the time segment options (day, week or day of week, month, quarter or year).  If you segment your data by day, for example, you'll be able to identify differences in ad performance on different days of the week and  make changes to your campaign accordingly
           • Dimensions
             • Time
               • Time: Use the Time view to see how ads in your ad group  performed during a specific time period. For example, you might want to  track an ad’s performance on an hourly basis to see how well it's performing at different times throughout the day. Then you can use these  insights to schedule your ads for the hours when they're most likely to  receive the greatest number of impressions and clicks.
             • Geography
               • Geography: Another useful view is the Geographic and User locations views. You can see the individual regions where your clicks came from and use the information to refine your location targeting.
             • Landing Page
               • Landing page: The Destination URL view lets you see what page on your website your customers are going to when they click your ads. Make sure that the destination URL you use for each ad directs customers to the most relevant page on your website. Ideally, that web page will be dedicated to the specific product or service that's highlighted in your ad.
           • Search Terms
             • New Keywords
             • Negative Keywords
             • Match Types
             • Ad Text
           • Top Movers
             • The top movers report lets you see which campaigns have the biggest changes (increases or decreases) in clicks, costs and conversions, and shows you some possible causes for those changes. The report compares performance for two consecutive time periods of equal length, and finds the campaigns and ad groups that experienced the largest change between the two periods. Top movers are the campaigns and ad groups (up to 10) that saw the largest change up or down as measured by the size of the change - not the percentage change.Changes will only be attributed once. For example, if a campaign has only one ad group, and that ad group sees a huge increase in clicks, the campaign will too. However, only the ad group will show in the report as a top mover.
           • Paid and Organic
             • Compare Organic
               • Use the report to look for queries where you only appear in organic search with no associated ads. Identify queries with a low number of paid impressions by adding a filter for "ad impressions = 0" or "ad impressions < X" (if you have multiple accounts, all organic search data will be imported in each account).
             • High Value Poor Organic
               • Improve your presence in paid results and monitor your high-value queries for organic results. Identify relevant queries for your business that have low organic traffic volume and target these queries to strengthen your paid search presence.Tailor your ad text and use ad extensions to show a more useful, prominent and differentiated message from your organic listings.
             • Measure changes holistically
               • Monitor the impact of changes to your website, bids, budgets or keywords across paid, organic and combined traffic. See how changing your keyword bids increases or decreases your overall combined clicks for related queries, and work to cost-effectively increase your overall traffic for your most important queries.Understand how ads may impact upon your combined performance for certain queries by comparing the "organic only" and "both shown" segments for the same query. See how your clicks/query differ when you have both types of listings on the page, compared to when you just have one or the other.
             • Auction Insights
               • Use the Auction insights report to compare your performance with other advertisers who are participating in the same auctions that you are. With the Auction insights report, you can see how often your ads rank higher in search results than those of other advertisers, and how your share of total possible impressions compares with theirs. You can use the information in the Auction insights report to help you make strategic decisions about bids, budgets and keyword choices by showing you where you are succeeding and where you may be missing opportunities for improved performance. You'll also want to consider using the report to identify significant competitors in the auction, or benchmark your performance against other competitors. 
           • Conversions
             • If you've set up Conversion Tracking  on your website, the segments "Conversion action name" and Conversion tracking purpose" can give you insight into conversion performance by individual action or conversion type.
           • Device
           • Experiments
           • Keyword / Placement
           • Networks
         • Conversion Tracking
           • Search Funnel Reports
           • Google Analytics
           • Experiments
   • Budget
     • Daily total
       • Month / 30.4 Can go over by 20% on a single day
     • Standard
       • Spread throughout the day
     • Accelerated
       • All spent until daily limit met