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About campaign settings

Adjust your campaign settings to help you tailor your campaign. The campaign settings you select will apply to all ads within the same campaign. The type of campaign you choose determines which settings are available to you.

What each campaign setting means

Campaign name

This is where you enter a name for your campaign. Although AdWords enters a default campaign name for you, you should choose a name that clearly describes the theme of the campaign so that you can easily find it in your account. Your campaign name isn't visible to your customers.

Campaign type

The campaign type determines which settings we'll show you as you create or edit your campaign. The type you choose tailors the campaign setup to just what's appropriate for your goals, eliminating unrelated features. We recommend new advertisers start with a "Search Network with Display Select" campaign type, which offers a wide variety of potential placements for your ads.

You’ll also choose a campaign sub-type or marketing objective. The sub-type or objective determines which settings and options are available so you can focus on the features most relevant to your your business goals. If you prefer a simpler overview of your campaign and feature options, consider using the “Standard” campaign subtype; use “All features” if you want to see everything about your campaign and feature options.

Learn about choosing the campaign type that's right for you


The Networks setting indicates where you want your ad to appear based upon the campaign type you chose. For example, with the Google Search Network, your ad can appear on Google search results, other Google sites (like Maps and Shopping), and non-Google search sites that partner with Google to show search ads. With the Google Display Network, your ad shows on other sites that partner with Google to show ads. To change your Networks, you’ll need to change your campaign type or create a new campaign.

Learn about the Search Network
Learn about the Display Network


Campaigns target all types of devices, which include desktops, tablets, and mobile devices. Later, you can choose to customize ads for different devices.

Learn about types of mobile ads

Locations and languages

Your campaign’s ads are eligible to show to customers in your targeted geographic locations, or to customers who have selected your targeted language as their interface language. We recommend choosing the language you serve your customers in.

Learn about location and language targeting

Bidding and budget

Choose to manually set your bids for clicks on your ads or let AdWords do it for you. Depending on your campaign type, you may see additional bidding options to choose from.

Your bid strategy controls how you pay for users to interact with your ads. Your default bid is the most you’ll pay per click for ads in an ad group. Your budget is the average amount you’re comfortable spending each day on your campaign. The budget you choose is entirely up to you, and you can adjust it at any time.

Learn how to set your bid and budget

Ad extensions

Include even more information with your ads, such as location information, links to pages on your website, and your phone number.

Learn how to enhance your ad using extensions

Advanced settings

Once you’re comfortable using AdWords’ most essential settings, consider adopting one or more of these optional features to help get your ad campaign on the same schedule as your customers (these settings are available for campaigns with "All features" enabled):

  • Schedule: Set a campaign start and end date.
  • Ad scheduling: Choose certain days or hours of the week for your ads to show.
  • Ad delivery: By default, AdWords shows your ads when they're more likely to get clicks or conversions, but you can choose to show your ads more evenly throughout the day.

Learn how to use custom ad scheduling

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