Create a campaign that reaches new customers

Choose the right campaign settings

To start showing ads, you need to create a campaign in AdWords. This is when you'll make decisions about things such as how much you want to spend and where your ads show.

Define your marketing goals

You need to make some important choices when setting up your campaign. To help guide your decisions, you'll want to start with a clear marketing goal in mind. Once you know what you want to achieve with your ad campaign, you'll find it much easier to decide which AdWords features can help get you where you want to go.

Here are some commonly used marketing goals that might work for you:

  • Buy online Buy on your website
  • Visit your website Visit website
  • Express interest online Take an action on your website (for example, fill in a form)
  • Call your business Call your business
  • See your ad See your ad
  • Visit your business

Typically, you'll create one campaign for each of your business goals or product categories. For example, if you have an online electronics shop, then you could have one campaign for televisions sales, one for camera sales and so on.

Accounts
www.electrostore.co.uk
Campaign 1 Campaign 2
Televisions Cameras

Choose your campaign type

The first thing that you'll do when you create a new campaign is choose your campaign type. These choices determine where your ads can appear, the types of ads that you can create, and other settings that you can use to customise your ad campaign.

To find your campaign type, choose the statement that most closely matches your goal for this ad campaign:


I want the simplest way to reach the most people interested in my products or services

If you want your ads to reach people searching for your products or services as well as those browsing websites with content related to what you offer, then you'll want to show your ads to the largest potential audience using the Search Network with Display Select campaign type. This campaign type shows your ads on the Google Search Network, and selectively on the Google Display Network.

Here's a little more about each network:

  • Google Search Network - Your text ad can show on Google (and on non-Google search partner sites like AOL) when people search for products and services like yours, so they're more likely to be interested in just what you offer and click on your ad. For example, if you have compact cameras as a keyword, then your ad could show next to search results when someone searches on Google for that phrase.
  • Google Display Network – Your ads are automatically matched to websites and other placements (such as mobile phone apps) that show AdWords ads related to the content on the page. For example, if you have compact cameras as a keyword, then your ad could show on a blog about digital cameras.

Recommended for you:

 
  • Campaign type: Search Network with Display Select
  • Campaign subtype: If you're a newer advertiser, or you just want to get your campaign set up quickly without a lot of additional options, then choose the Standard campaign sub-type. If you want to take advantage of additional AdWords features, such as creating rich media ads or targeting your ads to specific websites or pages about specific topics, then use the "All features" subtype.

Ready to go? Do it now.

Find out more about all available campaign types and sub-types.

I want to reach people searching for my products or services

If you want people searching for your products or services to see and click on your ads, then a campaign that places your ads on the Google Search Network might be the best option for you.

Your text ad can show on Google (and on non-Google search partner sites like AOL) when people search for products and services like yours, so they're more likely to be interested in what you offer, click on your ad, and take a valuable action on your website. For example, if you have compact cameras as a keyword, then your ad could show next to search results when someone searches on Google for that phrase.

Recommended for you:

 
  • Campaign type: Search Network only
  • Campaign sub-type: If you're a newer advertiser, or you just want to get your campaign set up quickly without a lot of additional options, then choose the Standard campaign subtype. If you're a regular AdWords user and want to mix and match different features, then try the "All features" subtype.

Ready to go? Do it now.

Find out more about all available campaign types and sub-types.

I want to reach people across the Internet who might be interested in my products or services

If brand recognition is what you're after, then a campaign on the Google Display Network might be the best option for you. This can be a good way to make people aware of your brand when they're viewing content that's related to what you offer.

When you advertise on the Display Network, you can create text ads as well as engaging image, video and rich media ads. These ads are then automatically matched to websites and other placements (such as mobile phone apps) that show ads related to the content on the page. You can also choose to target specific sites, pages about specific topics, demographic groups and more.

For example, if you have compact cameras as a keyword, then your ad could show on a blog about digital cameras.

Find out more about the Google Display Network.

Recommended for you:

 
  • Campaign type: Display Network only
  • Campaign sub-type: Newer advertisers should generally choose All features. However, if you're interested in promoting your mobile app, then consider one of the sub-types specifically for mobile apps.

Ready to go? Do it now.

Find out more about all available campaign types and sub-types.


Do it now: Select your campaign type

Let's create a new campaign with the campaign type and sub-type recommended for you.

  1. Sign in to your AdWords account.
  2. Click on the red + Campaign button.
  3. Select the campaign type that matches your goals.
  4. You'll arrive on the "Select campaign settings" page. Give your campaign a name.
  5. Next to your chosen campaign type, select the campaign subtype that best suits your needs.

Do this now in your account

You're ready to choose the rest of your campaign settings! We'll guide you through it in the next section.


Select the geographic locations where you want your ad to show

Whereabouts in the world are your customers? Whether they're concentrated in your particular neighborhood or spread across the globe, you can use location targeting in AdWords to set the geographical area where you want the ads in your campaign to show, and restrict it in areas where you don't.

For example, if you run a business in the United States that delivers to everywhere in the country except the states of Alaska and Hawaii, then you'll want to target your ads to the entire country and specifically exclude Alaska and Hawaii so that your ads won't show there. Or, if you only serve specific cities, you'll want to target only those cities. If you want to get really local, then you can choose to only target those customers within driving distance of your business location.

To set up the best location targeting option for you, answer the question below.

Where are the customers that you want to reach? Choose the region in which your customers live and where your business can serve them.


I want to reach customers located in a specific neighbourhood

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You can choose to show your ads to customers within a specific distance from your business, or any other location that you specify, with radius targeting. For example, if you only want your ad to reach people located within a short drive of your business, then you could select a radius of 5 miles.

Ready to go? Do it now.

I want to reach customers in a particular city or region, or multiple cities or regions

Recommended for you

You can choose to show your ads to customers in specific cities or regions within a country. This is a good option if your business doesn't serve all regions or cities, or you'd like to focus your advertising efforts on certain areas within a country. Depending on the country, you can target regions, cities or postcodes.

Ready to go? Do it now.

I want to reach customers in certain areas within a country, such as counties or provinces

Recommended for you

You can choose to show your ads to customers in specific states or provinces within a country. This is a good option if your business doesn't serve all states in a country, or you'd like to focus your advertising efforts on specific states within a country.

Ready to go? Do it now.

I want to reach customers across a country or multiple countries

Recommended for you

Targeting your ads to a country or multiple countries can be a good idea if you provide products and services to those large areas, such as an online retailer that ships worldwide, or an international business that sells to several countries. Keep in mind that such a large distribution can use up your budget fast. Make sure your budget is high enough so your ads continue to show.

Ready to go? Do it now.


Do it now: Set up location targeting

Guided tour: Set up location targeting

Click the "Guide me" button below to go to your account and to be guided through each step.

Guide me
  1. Sign in to your AdWords account.
  2. Click on the Campaigns tab.
  3. Click on the name of the campaign that you'd like to edit.
  4. Click on the Settings tab.
  5. Click on Edit next to Locations.
  6. Enter the information for the area you'd like to target, such as a country, city, region or postal code.
  7. Click on Add to add the location.
  8. To add additional locations, follow steps six and seven.
  9. Click on Save to save your settings.
Do it now: Set up radius targeting

Selecting a radius

When you target a radius, we'll show a list of locations that are contained within the radius, also known as "Locations within this target". It's a good idea to review these locations to make sure that you've captured the areas that you expected. Bear in mind that if you select a small radius, your ads might only show intermittently or not at all. That’s because small targets might not meet our targeting criteria. You'll also have the option to refine your targeting by individually selecting cities or regions within the radius.

  1. Sign in to your AdWords account.
  2. Click on the Campaigns tab.
  3. Click on the name of the campaign that you wish to edit.
  4. Click on the Settings tab.
  5. Click on Edit next to "Locations" and click on Advanced search.
  6. Click on Radius targeting. Target a radius
  7. In the search box, enter the address of the location that you'd like to use for the centre of the radius. Enter the radius that you'd like to target and select a unit of measurement from the drop-down menu.Search box
  8. Click on Search to locate the radius on the map.Target radius map
  9. Check the map to make sure that you're targeting the correct area. When you're ready, click on Add to add the radius target. You can also select Add all to add all of the individual locations within the radius that you've selected instead of adding the radius target. If you want to refine the list of areas that you'd like to reach, you can target only certain locations or exclude some locations from the Locations within this target list. In some instances, we won't be able to show reach for an area that is too small or because there isn't enough data for the location. Target radius
  10. Click on Done at the bottom of the window.
  11. Click on Save to save your settings.

Do this now in your account


Set your bid and budget

It's time to think about how much you want to spend on your AdWords campaign. You'll do this by selecting a:

  • Bid strategy
  • Daily budget

Let's work out the options that will suit you best.

Choose your bid strategy

Most new advertisers use cost-per-click (CPC) bidding, which means that you pay only if someone clicks on your ad. In general, the higher that your bid is and the more relevant that your ads and keywords are, the more likely your ad is to display at a higher position on the page.

Bids

To start, we recommend choosing between two different bidding strategies: manual bidding or automatic bidding. The choice depends upon your level of experience and how much time you're able to invest in monitoring and managing your bids.

Let's work out which one is right for you.

Choose the option below that best describes you.


I'm uncertain as to how to manage my bids or I just don't have the time to do it effectively

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Use automatic bidding to let AdWords manage your bids and bring you the highest number of possible clicks within your budget. This is a good option for newer advertisers, or anyone who's short on time but wants to get the best value from their advertising spend.

Automatic bidding

You can choose to set a limit for how high AdWords sets your bids (called the "CPC bid limit"). However, we recommend that newer advertisers don't select this option since it can potentially limit the clicks that you might otherwise earn with no bid limit. Your daily budget, which you'll set next, will always limit how much you spend overall on clicks per day on average for the campaign.

Ready to go? Do it now.

Find out about all available bid strategies.

I know how to manage my bids effectively and can invest the time

Recommended for you

Use manual bidding (the default option) to set your own CPC bids for individual ad groups or keywords. This option is best for more experienced advertisers who have the time to regularly review their AdWords account and adjust their bids to optimise for performance.

Manual bid adjustment

With manual bidding, you'll set a default bid amount for your ad group that will be applied to all keywords within it. You may change your bid amount at any time and even set different bids for specific keywords.

How much you bid is up to you. You decide how much a website visit from a potential customer is worth to you – whether it's 5 pence, 50 pence, a pound or more. Start with a bid that you're comfortable with – you can always adjust it later.

Not sure what to bid to be competitive? AdWords can show you an estimate of the bid needed for your ad to reach the first page of Google search results when a search query matches your keyword. We'll show you how to add the first page bid estimate column to your account in the "Do it now" section below.

Ready to go? Do it now.

Find out about all available bid strategies.


Do it now: Set your bid strategy

To set your bid strategy:

  1. Sign in to your AdWords account.
  2. Click on the Campaigns tab.
  3. Click on the name of the campaign that you'd like to edit.
  4. Click on the Settings tab.
  5. Scroll down to the "Bid strategy" section and click on Edit.
  6. Select the radio button next to Focus on clicks – use maximum CPC bids.
  7. Beneath "Focus on clicks – use maximum CPC bids", choose your bid strategy:
    • For manual bidding: Choose I'll manually set my bids for clicks.
    • For automatic bidding: Choose AdWords will set my bids to help maximise the clicks within my target budget.
  8. Click on Save.

Do this now in your account

 

To add the first page bid estimate column:

To view the estimated first page bid metric in your stats table, just follow these steps:

  1. Visit the Keywords tab and click on the Columns button.
  2. Select Modify columns from the drop-down menu.
  3. In the "Attributes" drop-down menu, add Est. first page bid, and click on Save.
    You can do the same to view your estimated top of page bid (Est. top page bid).

If your first page bid estimate is very high, it may mean that your keyword's Quality Score is poor. You can click on the help bubble next to your keyword to find details about the keyword's Quality Score (note that you can modify your columns to always show Quality Score).

The first page bid estimate is a guide, meant to give you greater insight with which to plan your bidding strategy - but meeting your first page bid estimate isn’t a guarantee of ad position. Ad position will still depend on competition from other advertisers, the components of your Quality Score (expected click-through rate, ad relevance and landing page experience), your CPC bid, the expected impact of extensions and other ad formats, your budget and account settings and user and advertiser behaviour.

 

Set your daily budget

Your daily budget is the amount that you set for each campaign to indicate how much, on average, you're willing to spend per day. If you're new to AdWords, then you might want to start small, and let your campaign run for a few weeks before re-evaluating.

If you're used to working with a monthly advertising budget, then you can calculate the average amount that you might budget per day by dividing your monthly budget by 30.4 (the average number of days per month).

In general, the AdWords system will aim to show your ads as much as possible until your daily budget is met. Because customer traffic fluctuates from day to day, AdWords can allow up to 20% more clicks in a day than your budget specifies. However, our system makes sure that in a given billing period, you're never charged more than 30.4 multiplied by your average daily budget amount.

Do it now: Set your daily budget

Guided tour: Change your campaign budget

Click on the "Guide me" button below to go to your account and be guided through changing your campaign budget.

Guide me
  1. Sign in to your AdWords account.
  2. Click on the Campaigns tab.
  3. Click on the name of the campaign that you'd like to edit.
  4. Click on the Settings tab.
  5. Scroll down to "Budget" and click on Edit.
  6. Enter the amount that you want for your average daily budget.
  7. Click on Save.

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