In this chapter we are going to teach you on how to run a ad campaign by creating your first Adwords Campaign. In order to get started you need to login to your Google Adwords Account and click on the ‘New Campaign’ button listed under the Home.
Next you will be given with a list of different options which you need to fill one by one with the correct details.
General : Campaign Name – Assign a campaign name which can be the Name of your Business or Service you are going to promote. Assigning a name is useful because when you have multiple campaigns in your account, you can easily identify them.
Locations & Languages : Locations – Under this section you need to specify the geographical location where you want to display the advertisements. Lets say you are selling some offline products through your website and are looking towards attracting visitors who are from your city or state, then this option is very important. You need to select the State – ‘Select one or more other locations’ which will open a small window with a Map and locations to select. Under this select the location or browse through the map by clicking on it and set the location where in the advertisements would be shown. In short this means that whenever someone from the locations you have mentioned visits the google search results or google network websites, your Adwords advertisement would be displayed to them.
Languages : Under this option you need to select ‘What languages do your customers speak?’ which in most cases is English. This option is useful for advertisers who are targeting specific languages like Chinese, Hindi etc.
Networks and devices : Networks – This option is really important because here in you will be setting up all the networks and places where your advertisements should be displayed. Search includes Google Search option where in the ads are displayed with the Organic Listings along with a title of ‘Sponsored Links’. Content section displays the ads on different websites & blogs which are listed as publishers under the Adsense Service, which you can again customize and only select the websites or niche you want to target and select.
The devices option is applicable if you want to display the advertisements on smart mobile phones which support full Internet browsers like Android, iPhone/iPod Touch & Palm webOS. You can also select the carrier of the Mobile Phone and target specific customers. This is useful if you are offering some mobile phone related services, applications or software’s for downloads. Ex : If you offer a service of Internet Connection from Airtel, then its better to target Airtel carrier users and recommend them to opt for the broadband service, since they already are a user of Airtel they would opt for this when they see the ads.
Bidding and budget : Bidding Option – Under this option you can specify your ad campaign’s every day budget which is the maximum amount of money you are looking to spend towards the advertisements. The clicks cost is based on a bidding system, where in for a specific keyword different advertisers would be bidding automatically and the highest payer’s ad would be shown on the top and the lower paying ads would be pushed down or towards the next page. CPC Bid Limit is the option where you need to specify the maximum cost per click you are ready to pay for all the keywords in your campaign. Once you specify the CPC bid Limit, the system will charge you the amount of money you have specified though in most cases the amount charged would be lower than the CPC you have specified.
There are few more advanced settings available in the same page which are optional and useful for few advertisers only. These includes the Schedule: Start date, end date, ad scheduling where in you can specify the Starting date and the Ending date for your ad campaigns to be run and displayed. You can also rotate different ads in the same campaign by selecting the option of Ad delivery – Ad rotation, frequency capping’ & Set bidding preferences for specific demographics on eligible content network sites under Demographic bidding.
This completes the chapter of starting a new Google Adwords Campaign, in the next chapter we will discuss more on how to Create Ad and Keywords for your ad campaigns.