A Novice Guide to Google AdWords Pay Per Click Settings

If you are new to Google AdWords or if you have been running a Google AdWords Campaign for a few months and have been watching your advertising budget go down the drain, you might need to reassess the way in which you utilize and set up the various pay per click settings within your Google AdWords Campaign.

Too often, the novice PPC advertiser relies on the standard / automatic settings offered by Google AdWords instead of taking the time to assess each and every setting in turn so that the campaign is set for optimum success.

The following step by step guide takes you through all the important pay per click settings that you can customize when setting up a campaign via Google AdWords. It is recommended that you take the opportunity to make these customizations as you are likely to see much better results from your advertising campaign as a result and you are bound to save advertising budget along the way too.

1. Campaign Type
There are four types of advertising campaigns that you can select via Google AdWords.  These are:

  • Standard and mobile settings
  • Various types of ads
  • Different ad delivery methods
  • All ad extensions

However, the option to select all campaign types does exist. If you are running a new campaign in Google AdWords (particularly if you are a novice to pay per click advertising in general) it is probably a good idea to select all campaign types to begin with in order to gather useful data that you might use after a few months to then narrow down your options even further and select just one of the campaign types to continue following through with.

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When you opt to be able to use all campaign types you can be sure that you are not going to be restricted in any way and that all options will always be available to you, which is really important when you are just starting out in pay per click advertising.

One particular factor to bear in mind is that the Product Listing campaign type is really only for those advertisers who want to target users on the Google Search who might be searching for specific products. When running campaigns under the product listing campaign type, you must have already added your specific products to the Google Merchant Centre and have included the following information about each of those products:

  • An image of your product
  • A descriptive product little
  • Price
  • Your business or shop name

2. Campaign Networks
There are three campaign network options to choose from. These include:

  • Search and Display Networks
  • Search Network Only
  • Display Network Only

If you want to focus on developing your brand image or raising your profile and online reputation, it is a good idea to run Display Network Campaigns. If you are looking to drive traffic and generate conversions, it is better to invest your time and money in Search Network Campaigns.

However, if just starting out, it is probably best to start with just a Search Network Campaign so that you can see some real return on investment. If you do make the decision to run campaigns on both networks, make sure that you develop completely separate campaigns for each network because the way in which you will need to manage and optimize for both networks will vary greatly. It is highly unwise to run the same campaign on both networks.

Google AdWords also gives you the option of having your advertisements running only on the Google Search Network or on the Search Partners Network too. If you have a small budget to play with, just focus on the Google Search Network. If you have more money available, give both networks a try for the first month at least and see what happens.

3. Targeted Devices
A hugely common mistake is to have the same campaign setup to run across all types of devices: PCs, laptops, mobile devices and iPads, for example.

Campaigns that target all users, irrespective of the kind of device that those users are searching the Internet on, waste a lot of advertising budget and company marketing potential. Mobile device campaign advertisements need to link to specially designed websites and landing pages that have been created for mobile device operation.

Mobile devices have smaller screens and therefore navigation is very different. If you ask an Internet user to navigate your website on a mobile device and that website is actually only configured for a PC or laptop device, you are inviting that Internet user to click the back button and go elsewhere to a website that he or she can navigate more easily.

4. Targeted Devices: Extra Options
When setting up campaigns on mobile devices, there is a longer list of further options that are available to the pay per click advertiser that all advertisers should be taking advantage of. These extra options include the following:

  • Operating Systems
  • Device models
  • Specific operators and Wi-Fi providers

In general, it is a good idea to opt in for all operating systems, all device models and all Wi-Fi providers. However, you might be selling an Android device, which means that you really don’t need to be targeting Internet users who use Blackberry mobile devices. You might be selling a service that is only compatible with the UK network provider, Orange, and therefore it will make no sense advertising to Internet users who are search the Internet using T-Mobile or Vodafone, for example.

5. Campaign Location Settings
The default location setting allotted to all campaigns by Google AdWords relates directly to the country that you are located in. Unless you specify otherwise, preference will always be given to your home location and advertisements will be sent out to people searching the Internet in your home country.

However, imagine that you are advertising in the US. The US is huge and you might not be able to even deliver your products or services or a nationwide level. Therefore, you need to customize your location settings to make sure that your advertisements only appear to those people who fall within the remit of your target locations.

Another reason to take notice of the location settings is that you might be based in the US but you wish to do business in Latin America or the UK. Unless you specify otherwise, Google will assume that you want your advertisements to appear to users based in your home location and you might be advertised to the wrong people for nothing without even realizing it.

6. Extra Location Options for your Campaign
You are able to target multiple locations via Google AdWords Advertising, so make use of this option if it is relevant to your campaign and your business capabilities.

Make the decisions about location choice within your advertising campaign by opting to have your advertisements shown in specific places that are of interest to you and your business. For example, take the opportunity to be able to advertise to the following:

  • People in, searching for, or viewing pages about your target location
  • People in your target location only
  • People searching for, or viewing pages about your target location

Take your time to get this setting just right as it can sometimes hold the key to overall online advertising success.

7. Campaign Language
Language and location don’t always go hand in hand. Therefore, just because you are advertising in the US that doesn’t necessarily mean that you will want to advertise in English or that your products and services should be restricted to an English-speaking target audience.

Not everyone in the use will have their PCs and mobile devices set in English and therefore Google will ignore these people, who might be potential clients of yours, if you don’t state that you want your advertisements to appear to people who seem to be searching in more than one language.

8. Campaign Bidding and Budget Options
There are four different options for bidding via Google AdWords and you will need to select one of them in order to be able to continue with the rest of your campaign building. The four options include:

  • Manually set bids
  • Allow AdWords to set bids
  • Enhanced cost per click (CPC) bids
  • Focus on conversions

It is a good idea when learning how to run a pay per click campaign for the first time to try out the various kinds of bidding options available and see which one works best for you and your advertising campaign.

The second option, where you allow AdWords to set your bids for you, is probably the most problematic and the one, if any, you should avoid. It is always best to have complete control over your bidding strategies and where your budget goes under any circumstances. Therefore, allowing AdWords to bid for you automatically is not really the best way of staying in control in this fundamental area.

9. Advertisement Scheduling and Delivery Options
It’s also really important to recognize that Google AdWords allows you to opt between two scheduling alternatives which control the rate at which your daily advertising budget is spent. The two options available are:

  • Standard
  • Accelerated

The standard option will schedule your advertisements evenly throughout the entire day. The accelerated option will schedule your advertisements to appear every single time that a search query is entered until your budget runs out. Therefore, for those advertisers with a small budget, it is likely that your budget will run out really quickly on the accelerated option and it might be best to stick with the standard option under these circumstances.

Google AdWords also allows you to schedule your advertisements so that particular advertisements are only ever shown during certain times of the day when you know, through market research, that your target audience are online doing their investigations and making their conversions.

There is so much freedom available with advertisement scheduling that it is really important to take full advantage of the options available. For example, you can choose to run a particular advertisement in the morning on Mondays, Wednesdays and Fridays, in the afternoons on Saturdays and all day on every other day of the week. Any kind of combination is possible and therefore have fun finding the best kind of schedule for you and your business.

On top of the scheduling options, Google AdWords also allows you to place your advertisements on rotate. In general, you should be running at least two separate advertisements for each ad group that you set up in your campaign. When you have two advertisements running for each ad group, you are able to see which advertisement works best, which drives more traffic and generates more conversions.

The rotate evenly option is the best option for new campaigns and new pay per click advertisers as you are able to gather similar amounts of data from all advertisements to then continue optimizing your campaign for the better in the future.

10. Keyword Matching Options
The keyword matching option is a relatively new addition to the Google AdWords Campaign setup choices and one that should definitely be taken advantage of. When you have a series of exact and phrase match keywords setup, it is likely that you only want your advertisements to show up when those exact keywords are used.

When you optimize the keyword matching feature during the campaign setup stage, you can highlight whether or not you also want your advertisement to show up for versions of those exact / phrase match keywords with plurals and misspellings.

And that’s it! A step-by-step guide to pay per click campaign settings that will put you on the road to advertising success within minutes.

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