GOOGLE ADWORDS CAMPAIGN TYPES AND SUBTYPES

With AdWords, you can choose different campaign types to help you achieve your business goals. Once you have decided on a type, you can choose a more specific subtype. Check out the benefits of each below. Campaign type determines factors such as where your ads can show to customers on Google’s advertising networks.

  1. Search Network: your ads can appear throughout the Google Search Network’s sites. AdWords uses keywords to display your ads when people search for related terms. This campaign type is useful for advertisers who want to connect with customers at the very moment they’re searching for related products or services.  You can target you ads based on the following:
    • Keywords are words or phrases that are relevant to your product or service.
    • Location and language: Location targeting can help focus your advertising on the areas where you’ll find the right prospective customers, and restrict it in areas where you won’t. Restrict your ads to a country, individual region, a specific city, or a radius around a location. Language targeting shows your ads to customers who speak a particular language, based on  Google interface language settings.
    • Device Targeting on the search network: Show your ads to the right people across all devices, based on their specific location, time of day, and device type.
    • Audience targeting on the search network: Show your ads to people who have previously visited your site by using remarketing lists for search ads (RLSA). You can also target based on household income.
  2. Display Network only campaign: ads can appear throughout the Google Display Network. This campaign type works by matching your ads to related websites and other placements, like YouTube and mobile apps. This campaign type is useful for advertisers who want to generate awareness of their business and target audiences with specific interests. Targeting Your Ads to appear on the Display Network includes:
    1. Audience targeting is based on ‘Who’ your audience is and therefore allows you to reach specific groups of people.
      1. Audiences: Depending on your advertising goals, you can choose the audience that best matches your prospective customers. To drive brand awareness, use affinity audiences to reach TV-like audiences on a broad scale.
      2. Interest categories: Show ads to people with specific interests, regardless of whether or not your ad correlates with the particular topic of the page they’re currently on, or the app they’re using.
      3. Remarketing: Reach people who’ve previously visited your website while they visit other sites on the Display Network.
      4. Demographics: Reach people based on age, gender, and parental-status demographic groups that you choose.
    2. Contextual targeting is based on ‘Where’ your audience is and will match your ads to sites or pages (also known as automatic placements) based on the keywords or topics you’ve chosen. Here’s how:
      1. Keywords: Choose words or phrases related to your product or service so Google can automatically target your ads to websites that your customers visit on the Display Network. When your keyword matches a webpage’s concepts or central theme, your ad is eligible to appear on that webpage.
      2. Topics: Similar to keywords, place your ads on website pages about the topics that you choose. Instead of developing a list of keywords, you choose categories of information.
      3. Managed placements: Choose where you’d like your ads to appear based on websites your customers visit on the Display Network. Google will only look at chosen sites (managed placements) when searching for relevant places to display your ads.
    3. Location and language targeting – Just like the Search Network, you can choose language and geographic locations such as a country, region, or city where your customers are located.
    4. Device targeting – Just like the Search Network, show your ads to the right people across all devices, based on their specific location, time of day, and device type.
  3. Search Network with Display Select: show your ads on the search results page of the Google Search Network and relevant placements on the Display Network. With this option, your budget is shared across both networks. This type allows you to reach people in more places who are seeking services like yours, Google Search or on a relevant website.

Campaign subtype determines which options are available, such as the types of ads you can design.

  1. Standard subtype campaigns: use basic location and language targeting, bidding and budget settings, and common ad extensions. Standard is recommended.
  2. All features campaign subtype: ad scheduling, location, and ad delivery methods. For example, you could schedule your ads to show only when your store is open. All features is recommended for more experienced advertisers. Use Display ads for promoting new blogs. You can learn more About AdWords campaign types here.

Adwords components

  • Account – associated with a unique email address, password, and billing information.
  • Campaign – has its own budget and settings that determine where your ads appear.
  • Ad group – a set of similar ads as well as keywords, (the words and phrases that trigger your ads to show up). Click here to better understand how to target your ads.

Help Customers Find you by thinking like a customer, organizing by theme, knowing when to use specific vs general keywords, using negative keywords, and using the keyword planner or display planner.

 

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