Creating an Ad Campaign - Learn How to Create an Ad Campaign with WordStream
Before you can create an Ad Group, you have to have an ad campaign ready to assign it to. This tutorial will walk you through the process of creating ad campaigns with WordStream. Feel free to skip ahead to any section that deals with your question or concern specifically:
- Using an Exisiting Ad Campaign
- Creating a New Ad Campaign
- Campaign Name
- Campaign Daily Budget
- Campaign Status
- Search Network
- Content Network
- Content Bids
- Start Date & End Date
- Enable Conversion Optimizer
- Budget Delivery Method
- Ad Serving Optimization Status
- Language Targeting
- Location Targeting
- Assigning Ad Groups to Ad Campaigns
The first way to create an ad campaign is to utilize your existing Google AdWords account. Once you have linked your AdWords account to your WordStream account (as outlined in the WordStream Getting Started Guide), you are granted live access to your AdWords account through WordStream. You can then download all of your account information to WordStream.
To do this, simply click the "Create PPC Campaigns" tab, then click "Get" to download account changes as pictured below:
If you don't have any campaigns set up in your AdWords account, you can create a new campaign within the same tab. Simply navigate to the "Campaigns" tab and click "Add New Campaign."
You also have the option of creating a new campaign in any of the ad group creation wizards. In step 1 of the wizard, when you are asked to select a campaign, simply click the “Create a New Campaign” link at the bottom of the list.
You'll then be shown an "Edit Selected Campaign" form, as pictured below:
This form will define several particulars having to do with your campaign, so it's important to take a few minutes filling it out. We'll take a step-by-step look at the information you're being asked for here:
This is just the name of your campaign. Choose something logical you'll be able to remember (even if you're only launching with one initially, as your WordStream account grows and prospers you may start segmenting campaigns).
This is the maximum amount you are willing to spend per day on this campaign.
This refers to the status of your campaign. You can create your campaign with any of the following options:
- Active - An active campaign will cause the campaign to go live upon your posting account changes to Google.
- Paused - A paused campaign is neither active nor deleted, but will be uploaded to your AdWords account in a "frozen" state.
- Deleted - The deleted campaign option is for existing campaigns; you wouldn't want to delete a new campaign.
- Draft - A draft of a campaign won't be uploaded to your AdWords account when you post changes; you can promote draft campaigns to active or paused status at any time.
This determines where your ads will be seen. You're presented with three options:
- Google and Search Network - This option means that your ads will be seen by people using Google search, and on various other "Google Network" channels (these consist of Google Product Search, Google Groups, and several smaller search engines that serve Google ads such as Ask.com, AOL, Netscape, Shopping.com, and others).
- Google Search Only - This option excludes the larger Google network, and ensures that your ads are only displayed in response to Google searches.
- None - This option excludes search altogether. If you were running an ad campaign that is strictly "content" (you want your ads to display on Web pages, but not in response to searches) you would want to select this option.
This determines where your ads will be seen on Google’s Display Network (on various Web sites that display advertisements next to their content).
. You're presented with three options:
- Managed and Automatic Placements - This option means that your ads will be displayed on specific websites that you explicitly identify for Google in addition to websites that Google determines are relevant to you based on your keywords.
- Managed Placements Only - This option means that your ads will be displayed on specific websites that you explicitly identify for Google.
- None - This option excludes the content network altogether. If you were running an ad campaign that is strictly "search" you would want to select this option.
By checking this box, you are enabling content bids. Content bids allow you to designate a different maximum cost-per-click bid for contextual ads than what you set for search ads. We recommend that if you are running search and content in the same campaign (which we advise against) always checking this box, as search ads typically show greater intent and are of greater value than content ads (hence you'll want to set different maximum bids).
This designates when you would like your ad campaign to be live and active.
This option enables WordStream to interface with Google's Conversion Optimizer to determine optimal maximum bids. The Google Conversion Optimizer does this by responding to what you designate as an acceptable "cost-per-action". This is basically the number that you determine each action (or conversion) is worth to your business.
This setting determines the kinds of devices where your ad will appear. You can choose one or both of the following:
- Desktop Only - Formerly the default setting for campaigns. This will display your ads to users with regular computers.
- High End Mobile Only - Show standard text ads to those using Google web search on a mobile device with a full browser.
- All Devices - This option displays ads to users with both computers and high end mobile devices.
Choose either standard or accelerated delivery for your daily budget to determine how quickly your ads are shown each day if your campaign is limited by budget.
- Standard - Distributes your budget throughout the day to avoid reaching your budget early on. This option is recommended to help you reach your audience throughout the day, rather than just in the morning.
- Accelerated - Displays your ads as quickly as possible. If your campaign is limited by budget, your ad might stop running earlier in the day.
Your ad rotation selection determines how often Google delivers your active ads in relation to one another within an ad group:
- Optimize - The system will favor ads that have a combination of a high click-through rate (CTR) and Quality Score. These ads will enter the ad auction more often.
- Rotate - Each of your ads will enter the ad auction an approximately equal number of times. Since ads with lower CTRs are then able to show more often, choosing this option might lower your average position and result in fewer relevant clicks.
This enables you to target only select languages with your campaign (the default setting is "all"). To enable this option, simply click "edit" and you will be shown a language targeting dialog:
As you can see, you simply highlight the language(s) you'd like to target, move them to the right using the right arrow, and click "OK" to set language targeting.
Additionally, if you have a local business or would like to target specific regions for any reason, this can be done by clicking the "edit" option under "Location Targeting." You will again be presented a dialog:
First, select "Target Only Specific Countries". You'll then be able to browse a list of all the countries where Google offers location targeting (this list is pulled down directly from Google, so it is perpetually up to date). Select a country, and move it to the right hand column by pushing the right arrow while your country is highlighted.
Once you have highlighted a country, you can then target specific locations by checking the "Target specific locations within the selected country" box. This will unlock various targeting options:
You can then designate entire regions, metropolitan areas, or cities where you want your ad to display.
Once you've filled out all of your campaign's information and checked to verify that you have selected the correct settings for your campaign, just click "apply" and you're done!
Now that you have a new or existing ad campaign set up within WordStream, you can start creating Ad Groups (click the link to read the free tutorial on how), or learn more about another WordStream-related process: