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 to 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 to 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) when people search for products and services like yours, so they're more likely to be interested in just what you offer and click 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 subtype. 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 subtypes.

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) when people search for products and services like yours, so they're more likely to be interested in what you offer, click 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 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 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 subtypes.

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 subtype: Newer advertisers should generally choose All features. However, if you're interested in promoting your mobile app, then consider one of the subtypes specifically for mobile apps.

Ready to go? Do it now.

Find out more about all available campaign types and subtypes.


Do it now: Select your campaign type

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

  1. Sign in to your AdWords account.
  2. Click 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 neighbourhood 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

Recommended for you

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 five 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. Bear in mind that such a large distribution can use up your budget fast. Make sure that your budget is high enough so your ads continue to show.

Ready to go? Do it now.

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