Advanced Pay Per Click (PPC) Certification Program

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

3.2 Introduction

Hello. This is Brad Geddes, the author of Advanced Google AdWords, the founder of Certified Knowledge, and the PPC Faculty Chair for Market Motive. In this video, we're going to look at campaign settings, and we're going to focus on the types of campaigns, controlling your bidding and budgets, and then reach options.

3.3 Campaign Types

So with campaign settings, these dictate how your ads within that campaigned are served. So 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. So at a high level, there's three types of campaigns you can create. One is a Search & Display Network campaign. This combines search and display together which is not something we want to do. We really want to keep those networks separate because they're very different user interactions. So then when we get down to it, there's really two types of campaigns we want to create. One is a search network and one's a display campaign. Now just as a quick reminder, the search networks are based upon a user inputting a search query and seeing results. So search networks always include Google search results. And they can include search partners, such as Ask.com, and AOL.com. Then we also have the display network. These are when ads are served based upon the content of a sites or other conditions which you've caused ads to be displayed in display network which we'll get to in display network videos. So with search, user is actively looking for information, would display your interrupting their process and switching their focus to your ads. So they really are different user interactions, so we want to keep these campaigns separate. If you're newer to AdWords, then start with search only and figure out how search works. Work to the metrics and the numbers in all the videos we're talking about. And then when you're comfortable with search, then you can move onto display network. But make sure you keep them separate. And if this is your first campaign, start with just a search based campaign. Now 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 usually perform fairly well. If after a time, though, you see that search partners are not performing well, then you can turn them off in the network section. Now then you also have display campaigns. So you can create a campaign that's display only. And this is really the second campaign you're going to create once you've mastered search. Or 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. So you may have several search campaigns, and start with those. And when your ready to open up your inventory, then move to display. So, as account structure then, 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.

3.4 Device Targeting

Now, when you first create a campaign, your campaign can be shown on computers, tablets, and mobile devices. Now, we'll get into how to bid these items differently in a lot more detail in future videos. If you want a campaign that's only on computers and tablets, then you can use a minus 100% bid adjustment, which essentially makes your bids zero for mobile devices and only have your campaign shown on computers and tablets. So your device options are computers and tablets or all devices, for how you want your campaigns to be shown on different device types.

3.5 Manual CPC Bidding

Now there are several different bidding options. So in this video we're just going to introduce the options and then the future ones will really get into managing bids and really all the different options you can have when you mix bids with bidding types. But by default, you can use focus on clicks which means that you will set your own bid at a keyword or ad group level. And you have full control over the bid being used. This is a good 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.

3.6 Budget Optimizer & Enhanced Bidding

Now Google has an option called 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. And then Google will bid for you, trying to maximize the total number of clicks you get. Now if 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 really get the clicks. So 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 bidding by individual keyword. So, while this is nice if you want to maximize traffic, if you consider your keywords to have different values, you would not want to use this option. Now 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, so you've gotta be using Google's conversion tracker, which again we'll get into how to enable this, in a future video. And then Google will look at the likelihood of any one click getting a conversion and will raise or lower your bids by certain percentages based upon the likelihood they believe any one click will receive a conversion. So with this instance, you have the ability to so control your max CPC's and then you get some bid assistance from Google.

3.7 CPA Bidding & CPM

Now if you're using AdWords conversion tracker, and all you really care about is conversions, you have a certain CPA you want to hit, and that's all you really 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. So 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 focus on clicks initially, but once you get the information you have conversions, you can change your bidding type to focus on conversions. And then finally, this is only an option if you have a campaign running on display. You can do CPM bidding, which is cost per thousand impressions. Now in this instance you're paying for the impression, not the click. So 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 true traffic. One of the real advantages of Google is that you are paying only when you actually receive traffic not for display, or not for ad being viewed. So when you're first starting out. You want to use focus on clicks. The 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, your 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 video lessons.

3.8 Daily Budget & Shared Budget

So next up, we have our daily budget. Our daily budget is what we're willing to spend per day. Now, while you might set a daily budget at $100 a day, Google might spend 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. So if you have a $100 daily budget you might spend $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. Now there's also the option to use Shared Budgets. So with this option you can make a shared budget and then multiple campaigns can share that exact same budget. So 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. If you have some words which you really want to spend a lot of money on because they're very good 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, campaign that had a different goal. Then you do want to use budget by campaign and keep your budget segmented.

3.9 Delivery Method

We also have different ways we can show how fast our ads are delivered. So by default, standard delivery is on, this is a good option to use. With standard delivery you're ad display is evened out over the course of a day. So for instance, let's say your daily budget is $100. But to truly show your ads 100% of the time, you would need a $500 daily budget, but you don't have that much to spend. So essentially 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. Now, there is another option you can switch to known as accelerated delivery. With this 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 your done. So, accelerated is usually not a good option to use. Unless you have daily budgets you're never ever 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.

3.10 Ad Scheduling

So next, we also look at our start dates and end dates of campaigns. So 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 certain 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. But if you have time-sensitive type offers that you want an offer to end on a certain date, you can schedule end dates for campaigns. You can also choose what times to run your ads with the ad scheduling feature. So a basic version of ad scheduling is just show your ads only at certain times of the day or days of the week. So 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 only to run from 8:00 to 5:00, Monday through Friday. Now 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 really well in the morning and you want to bid higher. And then you don't do nearly as well in the afternoon. 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 just, we only want to run our campaigns at certain times. Now it's important about ad scheduling. In AdWords, it's based upon your account's time zone. So when you first open your account, you will choose a time zone for that account. So with that scheduling, Google looks up the time zone of your account to determine when to show your ads. Now Bing is a little different. Bing looks at the user's time zone when to use ad scheduling. So if you want different ads, or if you want different budgets or different bids by time frame and your average has you across the entire United States. What'll happen with Google is you'll known 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.

3.11 Ad Delivery

Next, we have our Ad Delivery. This is how ads are displayed over time. This is an important setting when you get into ad testing. And if you want to do ad testing versus let Google have more control over showing your ads. So the basic version is known as 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. Now with ad testing, you often want more even rotation. So your ads get equal exposure and you can dictate which ad you really want served the most. So 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. Now the second option is Optimize for Conversions. If you use Google's conversion tracker, then they know your conversion rates by 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. So this is a very complementary setting to CPA bidding. With 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. So these work really well together. But again, what's going to happen is your ad serving then is going to be biased towards a certain ad. So if you want to test ads, you would not want to use this option either. This is a option that's better off being used once you do some ad testing.

3.12 Ad Rotation Settings

So now we get into the rotate evenly functions. There's 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. Now in most cases you should have an ad test done within 90 days so you can look at which one won and then pick 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. And 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 certain ad groups, and you get back to the others at later times. So when you do a few rounds, you may choose 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. Now 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. So 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. Now, this only applies to display campaigns, does not apply 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 see 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 display when we get into all the display options.

3.13 Recap

So to recap, your number one, always limit your location targeting to one country or your selected area smaller than a country. So we talked about location targeting from video, but always make sure that you're setting your location targets per campaign. If you're first starting out, start with a search network. Users are actively looking for you. They're better converting words, in most cases. There are companies who do much better with display than search. But for most people, search does better. It's an active user base looking for your products and services, so start with search. So then once you get comfortable with search, then you can branch into display targeting. And there's a lot more inventory on display than search. But 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. And 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 videos. So once you have enough conversions and you're really targeting a CPA type of bid, then try conversion optimizer. When it works it's great because you don't have to spend all your time worrying about bids, you can instead focus more on ad testing and and landing page testing and keyword expansion. So make sure you choose your daily budget. But just please remember you can spend up to 20% more than your budget in any given day. But over 30 days it should be even, the 30.4 times your daily budget should be your monthly budget. And then when you first start, choose standard delivery. That is the default option. That means your ads are shown evenly over the course of a day, so that's how often your ads are displayed within a day. And then for the ad delivery, when you have multiple ads within an ad group, first start within a rotate option. It could be rotate indefinitely or rotate evenly. And that way you can do your ad testing. And then if after you get some metrics you want to switch to CPA bidding, then you can do optimize for conversions as your ad delivery. Just remember, all these campaign settings are intertwined. And they always affect only the ad groups in that campaign. So if you want one campaign where these keywords are really focused and really good and high intent based words, they could be in a campaign with CPA bidding. You may have some other words. They're your brand campaign or maybe some awareness words are high in the buying cycle. They could be in a different campaign where you have a different budget and you're using Max CPC bidding or even budget optimizer. So when you have different goals, then thinking through your campaign settings lets you choose the appropriate settings for those campaigns. So make sure that your campaign settings are helping you reach all the goals you're trying to accomplish.

  • 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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