Advanced Pay Per Click (PPC) Program

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Campaign Settings, Part 2: Types, Budget, & Reach Tutorial

Welcome to the fifteenth lesson ‘Campaign Settings, Part 2: Types, Budget, & Reach’ of PPC Advertising Tutorial which is a part of the Advanced Pay Per Click (PPC) Certification Course offered by Simplilearn.

In this lesson, we're going to look at campaign settings, and we're going to focus on the types of campaigns, controlling your CPC bidding and budgets, and then reach options.

Let us first look at the objectives of this lesson.


After completing this lesson, you will learn:

  • The difference between Search and Display networks

  • The differences between the available CPC bidding options

  • How to manage your ad rotation

  • How to create your daily budget

  • Campaign Schedule

  • Target CPA Bidding & CPM

Next, let us look at the different campaign types.

Campaign Types

With campaign settings, these dictate how your ads within that campaigned are served. If you want different conditions under which your ads are served, then you'll want multiple campaigns with ads and keywords in different types of campaigns or different campaign options.

An overview of campaign settings is shown in the given below screenshot.

an-overview-of-campaign-settingsAt a high level, there are three types of campaigns you can create.

They are:

  • Search & Display Network campaign

  • Search Network only

  • Display Network only

Let us look at each of these types.

Search & Display Network campaign

This combines search and display which is not something we want to do. We want to keep those networks separate because they're very different user interactions. When we get down to it, there are two types of campaigns we want to create.

Search Network only

The search networks are based upon a user inputting a search query and seeing results. Search networks always include Google search results, and they can consist of search partners, such as, and

Display Network only

These are when ads are served based upon the content of sites or other conditions which you've caused ads to be displayed in display network. With search, the user is actively looking for information, would show you're interrupting their process and switching their focus to your ads.

So they are different user interactions, we want to keep these campaigns separate.

Start with Search only

If you're never to AdWords, then start with search and figure out how search works and then when you're comfortable with search, then you can move onto display network.

Make sure you keep them separate. If this is your first campaign, start with just a search based drive.

Search Partners

When you choose a search campaign, by default, search partners are included in your networks option. You can turn them off if you want, there's usually not a reason to when you first start. Search partners typically perform reasonably well.

If after a time you see that search partners are not performing well, then you can turn them off in the network section.

Display Campaigns

You can also have display campaigns. You can create a campaign that displays only.

This is the second campaign you're going to create once you've mastered search. You may have four or five search campaigns.

Because you want to serve ads in different locations or under different budgets, product line, so forth. You may have several search campaigns and start with those when your ready to open up your inventory, then move to display.

Let’s understand the PPC Account Structure.

PPC Account Structure

As account structure, we'll have our account which is our billing information, contacts, so forth and then a search campaign, and a display campaign, but they should be separate based campaigns.

A PPC Account Structure is shown in the following diagram.

a-ppc-account-structure-in-campaign-typesNext, we will discuss Device Targeting.

Device Targeting

When you first create a campaign, your campaign can be shown on computers, tablets, and mobile devices.

If you want a campaign that's only on computers and tablets, then you can use a minus 100% bid adjustment, which mostly makes your bids zero for mobile devices and just have your campaign shown on computers and tablets.

Your device options are computers and tablets or all devices, for how you want your campaigns to be shown on different device types.

In the next section, we will look at the Manual Bidding option for CPC Bidding.

Manual CPC Bidding

There are several different CPC bidding options. In this topic, we're just going to introduce the possibilities, and then the future ones will get into managing bids and all the different options you can have when you mix bids with bidding types.

By default, you can use focus on clicks which means that you will set your bid at a keyword or ad group level and you have full control over the bid being used.

This is an excellent option to start with when you do some initial research about your keyword types, your estimating conversation rates.

You have some idea of what you want your bids to be to maximize clicks when you first start and then, over time, you can get into bidding based upon your internal ad spend or CPA numbers you're targeting.

Next, let’s look into the Budget Optimizer & Enhanced CPC Bidding.

Budget Optimizer & Enhanced CPC Bidding

Google has an option called the budget optimizer. With this option, you will give Google your budget, and you can optionally set a CPC bid limit, you should always use it. Google will bid for you, trying to maximize the total number of clicks you get.

Google’s Bidding Budget Optimizer is shown in the following screenshot.

googles-bidding-budget-optimizerIf you're a publisher and you're making money on page views, this is a decent option. However, you don't get any control over which keywords get the clicks.

If you have some keywords which are very specific and you want naturally higher bids then other more general keywords, this is never a good option to use because you don't get control over the CPC bidding by individual keyword.

While this is nice if you want to maximize traffic, if you consider your keywords to have different values, you do not wish to use this option.

If you're using focus on clicks, there's also the option to use enhanced CPC. What enhanced CPC does is look at your conversion information, you're going to be using Google's conversion tracker, which again we'll get into how to enable this, in a future lesson.

Google then will look at the likelihood of anyone click getting a conversion and will raise or lower your bids by certain percentages based upon the likelihood they believe anyone click will receive a conversion.

With this instance, you can control your max CPC, and then you get some bid assistance from Google.

Next, we will discuss Target CPA Bidding & CPM.

Target CPA Bidding & CPM

If you're using AdWords conversion tracker, and all you care about is conversions, you have a certain CPA you want to hit, and that's all you care about, then focus on conversions as a very nice option.

However, you have to have a minimum threshold of conversions in the previous month before you can enable it. A brand-new campaign can never use this option because it doesn't have historical data yet.

So often, if CPA is your end goal, you'll start with a focus on clicks initially, but once you get the information you have conversions, you can change your bidding type to focus on conversions.

Finally, this is only an option if you have a campaign running on the display. You can do CPM bidding, which is the cost per thousand impressions.

In this instance, you're paying for the impression, not the click. If you're from a display world of buying banner ads, this is a very comfortable way of spending your money.

If you're from a more direct response industry, or you're newer to AdWords, do not use CPM bidding because you're paying for the impression, not for real traffic.

One of the real advantages of Google is that you are paying only when you receive traffic, not for display, or not for the ad is viewed.

When you're first starting out, you want to use focus on clicks; then if you are targeting CPA, you can switch to focus on conversion when you have enough data.

If it's a display only campaign and you have some history of buying display ads, you're very comfortable with it; then you can do CPM, and you'll cover these in a lot more detail when we get into our bidding modules in future lessons.

Daily Budget & Shared Budget

Our daily budget is what we're willing to spend per day. While you might set a regular budget at $100 a day, Google might pay up to 20% more than your budget on any given day, but over the course of an entire month, they should not spend more than your daily budget times 30.4.

30.4 is the average days in a month. If you have a $100 daily budget, you might pay $120 one day and $100 the next day, and $80 the next day. But over the course of an entire month, it should be your daily budget times 30.4.

There's also the option to use Shared Budgets. With this option, you can make a shared budget and then multiple campaigns can share that same budget.

If you have one holistic budget you're working towards, do you want to serve campaigns in different regions? But you don't care which campaign gets the clicks. You just want to make sure you don't ever go over your budget. Shared budgets can be useful in such a case.

Say you have some words for which you want to spend a lot of money on because they're perfect for you.

You've other words that you want to spend less because some days they do well, some days they don't, or maybe it's a branding based campaign, a campaign that had a different goal. Then you do want to use budget by the campaign and keep your budget segmented.

Delivery Method

We also have different ways we can show how fast our ads are delivered. By default, standard delivery is on; this is an excellent option to use. With standard delivery, your ad display is evened out over the course of a day.

For instance, let's say your daily budget is $100. But to indeed show your ads 100% of the time, you would need a $500 regular budget, but you don't have that much to spend. Permanently your ads can only be displayed 20% of the day.

With standard delivery your ad will be shown some in the morning, some in the afternoon, some in the evening. Your impressions will be spread out throughout the day. This is a good option to use. There is another option you can switch to known as accelerated delivery.

With the accelerated delivery method, your ads will be shown as fast as possible. If your budget's done at 12:02 AM. But you spent your entire budget; then you're done.

So, accelerated is usually not a good option to use. Unless you have daily budgets, you're never hitting, and you're just trying to get every possible impression. Then accelerated can be useful to switch to. However, for most advertisers leaving standard on is a good option.

Next, we will look at the start dates and end dates of campaigns.

Ad Scheduling

You might pre-create campaigns; you have a holiday campaign or maybe a Mother's Day campaign, some campaign you only want to run for a particular segment of time.

So what you can do is when you upload a campaign, you can set a start date and an end date for the campaign. Now, these are optional. You can upload a campaign. Make it live right away. Never set an end date.

If you have time-sensitive type offers that you want an offer to end on a specific date, you can campaign schedule end dates for campaigns. You can also choose what times to run your ads with the ad scheduling feature.

A basic version of ad scheduling is just showing your ads only at certain times of the day or days of the week. If you're a small business, you only answer your phone from 8:00 until 5:00, Monday to Friday.

Then you can set your campaign just to run from 8:00 to 5:00, Monday through Friday.

When we get into the bidding modules, we'll also look at changing bids by a percentage up or down based upon timeframes. You might see that you do well in the morning and you want to bid higher, and then you don't do nearly as well in the afternoon.

When you want to bid lower, you can automatically change your bids up or down by the day of the week, or times within a day. But a basic version is; we only want to run our campaigns at certain times. It's essential for ad scheduling.

In AdWords, it's based upon your account's time zone. When you first open your account, you will choose a time zone for that account. With that scheduling, Google looks up the time zone of your account to determine when to show your ads.

Bing is a little different. Bing looks at the user's time zone when to use ad scheduling. If you want different ads, or if you want different budgets or separate bids by time frame and your average has you across the entire United States.

What'll happen with Google is you'll know an East Coast, a West Coast essential so forth campaign. Where the regions are only the states and the areas that fit into that time zone. With Bing, you don't need to do that work because they look at the user's time zone.

Next, we have our Ad Delivery.

Ad Delivery

Ad Delivery is how ads are displayed over time. This is an important setting when you get into ad testing versus letting Google have more control over showing your ads.

The basic version is known as Optimize for Clicks.

Optimize for Clicks

With this version, if you have more than one ad in an ad group, which you should, having multiple ads lets you test ads. Google's going to show the ad with the highest click-through rate the most when you use Optimize for Clicks.

With ad testing, you often want more even rotation. Your ads get equal exposure, and you can dictate which ad you want to serve the most.

If you only care about CTR click-through rates, it's a good option. If you're doing a lot of testing, then you're going to want to use one of the rotate features we'll get to in a moment.

The second option is to Optimize for Conversions.

Optimize for Conversions

If you use Google's conversion tracker, then they know your conversion rates by the individual ad. So then what happens, instead of optimizing for clicks, is Google is going to show the ad with the highest conversion rate the most.

This is a very complementary setting to target CPA bidding.

With target CPA bidding, you're telling Google, set my bids based upon some target CPA. And we'll get into that a lot more in our bidding sections.

With Optimized for Conversions, you're also telling Google, show the ad that's going to get the most conversions the most often. These work well together.

Again, what's going to happen is your ad serving then is going to be biased towards a sure ad. If you want to test ads, you do not wish to use this option either. This is an option that's better off being used once you do some ad testing.

Next, we will get into the rotate evenly functions.

Ad Rotation Campaign Settings

There are two different ways Google can rotate your ads. The first one is Google's going to show them evenly for three months or 90 days, then optimized which means the ad with the highest click-through rate the most.

In most cases, you should have an ad test done within 90 days so you can look at which one won and then picked your winner yourself.

If it takes you longer than 90 days before you have enough data for a winner, then you can use rotate indefinitely, which is show all the ads evenly over time.

Usually rotate indefinitely is the best one to pick when you're first starting your account because that way you make two or three ads per ad group, you rotate them indefinitely.

You look at your ad metrics; when you start having ads that are best performing ads for you for your goals, then you can keep your winners, delete your losers, make some more ads, do some tests.

Then eventually you might get to a point you're only testing specific ad groups, and you get back to the others at later times. When you do a few rounds, you may choose to optimize for conversions later on or optimize for clicks.

If you're always going to be steadfast about testing, then leaving rotate indefinitely on forever is a good idea.

Frequency capping

For the display network, there's also the concept of frequency capping. If you're doing display-based advertising, especially if you're buying CPM based ads, which are, you're paying on the impressions, then you want to use frequency capping.

By default, there is no cap on impressions, but what a frequency cap is, is the number of times the same person can see your ad per time frame. This could be by week, by day, by month per and this could be ad group or campaign.

So, in this case, one person can see an ad ten times per week, per ad group. This only applies to display campaigns, does not use to search. If you buy CPM ads, you're paying on the impression, and you never set a frequency cap.

You could have the same users see the ad 1000 times, and only have one person ever to look at your ad and pay for 1,000 impressions. So, you always want a frequency cap when you're getting into CPM bidding and a lot of display advertising.

So, since we're often starting with search, not an important setting for search campaigns, doesn't even affect search campaigns. But we'll cover this again in the display when we get into all the display options.


Let us now summarize what we covered in this lesson.

  • Limit your location targeting to one country or your selected area smaller than a country and make sure that you're setting your location targets per campaign.

  • Once you get comfortable with search, then you can branch into display targeting. It's a lot different way of reaching a user because it's more interruptive marketing as opposed to they're already looking for you.

  • For most companies, what you want to start with is Max CPC bidding. That way you have some control over your initial bids based upon your projected conversion rates. And we'll get into all the information in future topics.

  • Once you have enough conversions and you're targeting a CPA type of bid, then try conversion optimizer.

  • Make sure you choose your daily budget.

  • For the ad delivery, when you have multiple ads within an ad group, first start within a rotate option. It could be rotated indefinitely or rotate evenly. That way you can do your ad testing.


So this brings us to the end of this lesson. In the Next lesson, we will discuss Setting and Measure Goals.

  • Disclaimer
  • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.

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