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New Google AdWords Campaign Setup Options

July 24, 2012
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AdWords Tips

Among the most common tasks that new AdWords advertisers can find daunting is simply starting a new campaign. Just in the initial campaign setup screen (before you even begin to create your actual ad groups and ads), you’re presented with 22 separate choices! We recently created a series of posts dedicated to determining the right Google AdWords settings for your campaign, but as you might have noticed, Google introduced a new look to their interface recently.

In this post, we’ll walk through a couple of subtle but important differences that have been introduced with the new interface that you can leverage when setting up a campaign.

What’s New in the AdWords Campaign Settings?

On the whole the new interface does improve the workflow of setting up a new campaign, introducing elements like ad extensions right in the initial setup process so that newer advertisers are sure to include them in their campaigns. Additionally, there are a few new options in how you target and display your ads with the new interface.

Flexible Reach on the AdWords Display Network

Enable Flexible Reach

Flexible reach is a new campaign setting that allows you to determine how your ads show by choosing your settings at the ad group level instead of the campaign level. From the AdWords help menu:

Once you've selected this option, you can choose to use your targeting methods (such as placements or topics) for targeting your ads or for bidding only.

For new campaigns: This change will apply to all your ad groups.

For existing campaigns:

Your existing ad groups will keep your existing campaign setting ("Broad reach" or "Specific reach"), as long as you don't add or delete targeting methods. If you make any changes to your targeting methods, the ad group will start using the new flexible reach setting.

All your new ad groups will have the flexible reach setting by default.

This can be useful if you want to create a single campaign that includes ad groups with different targeting – for instance you might want to have one ad group that targets specific placements and another that targets all placements based on keywords. Previously you’d have to break these out into separate campaigns, but now you can have them live under a single campaign.

New Ad Rotation Settings

As we covered a few months back, Google made some changes to the way they handle ad rotation. Since that post, they’ve updated the ad rotation to allow ads to run for 90 days, which is a major improvement for advertisers and makes the setting significantly more useful again:

Ad Rotation Settings

New Keyword Matching Options

Along the same lines, Google recently announced a potentially dramatic change to the way AdWords deals with phrase and exact match types. As Larry’s post mentions you can still roll back these updates within the new campaign settings if you know where to look within the advanced settings, keyword matching options section:

Exact and Phrase Match Settings

These new options and knowing your way around the new interface seem like small matters, but having a solid understanding of where and what these different items are can have a tangible impact on your AdWords campaigns.

Comments

Paralysis of Analysis

Tom, thanks for your article.  For some of your readers, Google PPC is as natural as going to the grocery store, or perhaps at another level, playing a game of chess.  For many reading WordStream, they will never build a PPC campaign.  They know better than to try something way beyond their skill set.  They'll hire a PPC consultant like yourself or hire someone in-house to learn Google PPC.

As for myself, I'm in the middle.  In 2004 I spent almost $10,000 on Google PPC selling my ebook The World's Shortest Excel Book throughout the world.  I was self taught, made more mistakes than I can describe, and still grossed over $2 for every $1 spent on advertising.

Again, I am now selling The World's Shortest Excel Book.  It takes Microsoft Excel beginners and makes them better Excel users in 2 days, really.

Unfortunately, knowing Microsoft Excel well doesn't make me a Google PPC expert (or even decent).  My ebook is built, my selling method is complete, my website looks decent, my email opt-in is up and running and I've written a landing page that's as good as I can do for now.  A few ebook sales are beginning to trickle into my mailbox.  Now it's time to build my Google PPC campaign after 8 years (time flies) and immediately use Google Conversion Optimizer.

One of my concrete questions is this: 

How can I advertise to a specific country like Australia and control the time of day for my ads in Australia via Google PPC?  I know dayparting exists, but it seems to be Pacific Standard Time centric in terms of its scheduling.

I wish there was an inexpensive resource where small business owners like myself could pose knowledgeable questions to a consultant and seek help regarding Google PPC.  Perhaps I'm not looking in the right places.  Can you suggest a better learning method for me as a small business owner re-learning Google PPC?

With what I am learning from WordStream and yourself, I believe The World's Shortest Excel Book will be a success again.

Thanks Tom.

Richard

 

 

 

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