4. Plan your Campaign

posted Sep 13, 2015, 10:57 AM by Lee Sapara   [ updated Sep 19, 2015, 12:29 PM ]

Learn how to set your AdWords campaigns up for success by answering three key questions. 

Learn more about choosing the right campaign for you: http://goo.gl/TlCVuc

You can choose from the following campaign types targeting these networks:

  • “Search Network only”
  • “Display Network only”
  • “Search Network with Display Select” (a combination of both networks)
  • "Shopping"
  • "Video"

Note about the "Shopping" campaign type

If you have a Google Merchant Center account and want to use Product Listing Ads to promote your products on the Google Search Network and Google Shopping (in select countries), choose the “Shopping” campaign type. Learn more about Shopping campaigns.

Here’s a comparison of most of the campaign types to help you choose the right one for you:

 Search Network onlyDisplay Network onlySearch Network with Display Select (Recommended for newer advertisers)Video
 Search Network only campaign typeDisplay Network only campaignSearch Network with Display SelectVideo ad
Where your ads appear

Ads can show next to search results throughout Google’sSearch Network, which includes:

  • Google Search
  • Shopping
  • Google Maps
  • Groups
  • Non-Google search sites (like AOL) that partner with Google to show search ads, calledsearch partners. This option is selected by default, but you can deselect it in your campaign settings.

Ads can show throughout Google’s Display Network, made up of more than a million different possible placements, including:

  • Websites that show relevant Google ads
  • Videos
  • Apps
  • Gmail
  • YouTube
  • Blogger
  • Google Finance
  • Google Maps

Ads can show with:

  • Search results on theSearch Network
  • Relevant placements within the Display Network, including:
    • Websites that show relevant Google ads
    • Videos
    • Apps
    • Gmail
    • YouTube
    • Blogger
    • Google Finance
    • Google Maps
Video ads can show on YouTubeand on the Google Video Network.
How it works

Ads are matched to search results pages based on the terms or phrases someone searches.

For example, a search on Google for "home plumbing repair" might show an ad that uses that phrase as a keyword.

Your ads are matched to websites and other placements, like mobile apps, when your keywords are related to a site’s content or the interests of a user browsing a site.

You can also choose to target specific sites, pages about specific topics, demographic groups, and more.

If you select this option, your budget will be shared across both networks. However, compared to Display Network only campaigns, your ads are shown more selectively on the Display Network. They’ll be shown to customers who are browsing sites related to your keywords and who are most likely to make a purchase.

More about thiscampaign type.

TrueView in-stream ads run on videos served on YouTube or within Google Display Network videos, games, and apps. These ads may also run on YouTube videos that are embedded on other sites. After 5 seconds, the viewer has an option to skip the ad.

The appearance of TrueView in-display ads will vary, depending on the ad sizes and ad formats that the content publishers support. For example, YouTube is a key content publisher within the network, and these ads will function and appear in the same way across the YouTube site. You can choose whether the video plays within the ad unit or when a viewer clicks the unit to watch the video on its YouTube Watch page.

Available ad formatsText adsText, image, rich media, and video adsText, image, rich media, and video adsTrueView in-stream video ads; TrueView in-display video ads
When to choose it
  • You want your ads to appear next to Google search results
  • You only want to reach customers searching for your specific product or service
  • Recommended for more experienced AdWords advertisers
  • You want to reach customers while they’re browsing online
  • You’re interested in building awareness for your brand across a large audience
  • Recommended for newer AdWords advertisers
  • You want to continue advertising on Google Search and also branch out to reach customers as they browse the web
  • You'd like to apply your remaining Search Network budget to advertising on the Display Network
  • Recommended for all AdWords advertisers, from newer to more experienced ones
  • You want to advertise on the YouTube Network and across the Google Display Network.

You have a small but busy home repair business that earns the most revenue from plumbing repairs.

A "Search Network only" campaign type with “Standard” settings lets you skip all of the advanced settings and just target your text ads towards high potential customers searching for home plumbing services.

You work for a record label and want to increase exposure for a new band or get more ticket sales.

A “Display Network only” campaign lets you reach people visiting music-themed sites, such as blogs about live shows or sites that review new music.

You run a car repair service.

You choose a "Search Network with Display Select" campaign so your ads can reach people in more places who are seeking out your services, whether they’re looking on Google Search or checking out a car service review site.

You just opened a restaurant, and want to get the word out to potential customers.

A "Video" campaign type lets you reach people visiting food-related websites, such as blogs about specific cuisines or websites that provide restaurant reviews. With the "Video" campaign type, you can also reach people who are viewing YouTube videos about the kind of food that your restaurant serves.