GOOGLE ADWORDS CAMPAIGN MANAGEMENT

Google AdWords campaign management: Create and edit campaigns, ads, keywords, and Display Network placements. Get a quick sense of your account’s performance over time by viewing the performance summary graphs and tables of campaign statistics.

The Campaigns tab is where you’ll likely spend the most time in your AdWords account. From here you can:

Receive alerts: You may see an alert box tinted yellow, green, or red. These alerts provide important information about your account and about new AdWords features – such as a declined payment.

Create a new campaign: Click the New campaign button on the table to create a new campaign.

Change campaign status and settings: Pause, resume, or delete campaigns, or edit campaign settings by checking the box to the left of one or more campaigns and then selecting one of the buttons above the table.

Review the list of campaigns:

• Campaign: A list of your campaigns. Click the name of any campaign to see the ad groups within that campaign and any other relevant statistics.
• Budget: The current daily budget for each campaign.
• Status: The status of each campaign. A campaign’s status can be Enabled, Paused, Deleted, Pending, or Ended:
  • Enabled: Set to run normally
  • Paused: Temporarily suspended and not currently running
  • Deleted: Deleted and no longer running
  • Pending: Not yet started running
  • Ended: No longer running as end date has already passed

  Your campaign might also be:

  • Limited by budget: View budget recommendations (if applicable) for campaigns that are missing impressions due to meeting their budget regularly.
• Clicks: The clicks accrued for the ads in each campaign
• Impr. (impressions): The number of times the campaign’s ads have been displayed on Google or on sites in the Google Network
• CTR (clickthrough rate): The number of clicks divided by the number of impressions that the ads have received. This is expressed as a percentage: 2 clicks for 100 page views equals a 2% CTR.
• Avg. CPC (average cost-per-click): The average cost accrued for clicks on the ads within that campaign.
• Cost: The total costs that a campaign has accrued during the time frame you selected.
• Avg. Pos. (average position): This refers to the average position on a search result page that an ad appears in when it’s triggered by that keyword.
• Conv. (1-per-click) (conversion rate): How many users click turned into actual conversions for the advertiser. Conversion rate equals the number of conversions divided by the number of ad clicks. This applies only to users who have set up conversion tracking.
• Cost/Conv. (1-per-click): The total cost divided by the total number of conversions. This tells you how much each conversion costs. This applies only to users who have set up conversion tracking.
• Conv. rate (1-per-click): Number of conversions divided by total clicks. This tells you your conversion rate. This applies only to users who have set up conversion tracking.

Here are the key features of the Campaigns tab:

• • Account tree: Use this menu beside your account pages to switch between campaigns and ad groups.

• • Performance summary graphs: Use these custom graphs to compare trends on every level of your account. Click the “Change Graph Options” link to see data points like clicks, impressions, and average position or to compare two of these metrics at once.

• • Networks tab: This is where you manage your placements. You’ll also see the summary statistics for both your Search and Display Networks. Campaign roll-ups: ‘Roll-up’ views let you see and edit all of a campaign’s keywords, placements, or ads in one place, instead of finding and changing them ad group by ad group. You’ll find roll-up views on the Keywords tab and Networks tab of your account.
  • Dynamic help content: Help sections display the FAQs you most likely need for the page you’re viewing. Of course, you can also always click the “Help” link in the top corner of your account to see the full AdWords Help Center.

The system will favor ads that have a combination of a high click-through rate (CTR) and Quality Score.

What is inline editing?

“What do I want to achieve with this campaign?”

Some effective ways to organize your campaigns are by:

• Theme or product line (coffee products, tea products, gift baskets)
• Your website’s structure, such as by categories (purchase, learn, signup)
• Different brands (X, Y, and Z)
• Geography (New York, Chicago, and the United States)
• Language (English, Spanish, German)
• Distribution preference (search engines only, Display Network sites only, or both search and the Display Network)
• Budgets (different budgets per product line)

GOOGLE ADWORDS CAMPAIGN MANAGEMENT: