GOOGLE DISPLAY ADWORDS MEANING

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Choose the AdWords experience you’re using. Learn more.

Setting Description References
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 you choose tailors the campaign setup to what’s appropriate for your goals. 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. 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
Networks 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 sites and non-Google search sites (like CNN) that partner with Google to show search ads, called search partners.

With the Google Display Network, your ad shows on other sites that partner with Google to show ads.

Learn about the Search Network
Learn about the Display Network
Devices 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 browser’s language setting. 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 bid limit 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
Additional settings Here are some additional optional features to help you optimize your campaign:

  • 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 ad scheduling

Types of automated bid strategies

Goal Bid strategy Range
Increase site visits. Maximize Clicks automatically sets your bids to help get as many clicks as possible within your budget.

Maximize Clicks is available as either a standard strategy in a single campaign or portfolio bid strategy across multiple campaigns, ad groups and keywords.

Learn more about Maximize Clicks.

Learn more about Maximize Clicks for Shopping campaigns.

Campaigns, ad groups, keywords
Increase visibility on the first page of Google search results or in the top positions. Target Search Page Location automatically sets your bids to help increase the chances that your ads appear at the top of the page or on the first page of search results.

It’s only available as a portfolio bid strategy on the Search Network.

Learn more about Target Search Page Location.

Campaigns, ad groups, keywords
Get more visibility over other domains. Target Outranking Share: You choose another advertiser’s domain you want to outrank in ad position and how often you want to outrank it, and AdWords automatically sets your Search bids to help meet that target.

It’s only available as a portfolio bid strategy.

Learn more about Target Outranking Share.

Campaigns, ad groups, keywords
Get more conversions with your target CPA. Target CPA automatically sets Search or Display bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. Some conversions may cost more or less than your target.

Target CPA bidding is available as either a standard strategy in a single campaign or portfolio bid strategy across multiple campaigns and ad groups.

Target CPA bidding was previously referred to as “Conversion Optimizer.”

Learn more about Target CPA.

Campaigns, ad groups
Increase conversions while staying in control of your keyword bids. Enhanced cost-per-click (ECPC) automatically adjusts your manual bids to help you get more conversions, while trying to achieve the same cost-per-conversion.

ECPC is available as an optional feature with Manual CPC bidding or as a portfolio bid strategy. It is fully compatible with third-party bidding systems, including those that automate your bids.

Learn more about Enhanced CPC.

Learn more about ECPC for Shopping campaigns.

Campaigns, ad groups
Meet a target return on ad spend (ROAS) when you value each conversion differently. Target ROAS automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set. Some conversions may have a higher or lower return than your target.

It’s available as a portfolio bid strategy and a standard strategy for individual campaigns.

Learn more about Target ROAS.

Learn more about Target ROAS for Shopping campaigns.

Campaigns, ad groups, keywords
Get more conversions while spending your budget. Maximize Conversions automatically sets bids to help you get the most conversions for your campaign while spending your budget.

It’s available as a standard strategy for individual campaigns, but not as a portfolio bid strategy.

Learn more about Maximize Conversions.

Campaigns, ad groups, keywords

The power of AdWords Smart Bidding

Smart Bidding is a set of conversion-based bid strategies—Target CPA, Target ROAS and Enhanced CPC—that use advanced machine learning to help you tailor the right bid to each and every auction. It factors in a wide range of auction-time signals including device, location, time of day, remarketing list, language, and operating system to capture the unique context of every search.

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