Add New Campaign - Keyword
Add New Campaign
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1) Set your budget and language.
2) Set your location.
3) Create your first ad group and ad.
4) Select the first set of keywords for your ad.
NAMING YOUR CAMPAIGN, AND SETTING YOUR BUDGET AND LANGUAGE
The first step in creating a campaign is naming your campaign, set a language and a set daily budget.
The default campaign language for Google AdWords, Yahoo! Search Marketing and Microsoft adCenter campaigns is English. If you select a different language for your campaign, your campaign’s ads will appear to users who have set their search engines to that language. However, your ads will appear as you have written them; they will not be translated into the language you select.
To make account maintenance easier, campaign names should reflect important campaign-level attributes: the business line from which you pay the budget for this campaign; the location targeted by this campaign; the campaign language; and the active networks. For instance, the campaign name “home theater” doesn’t give you very much information, other than an indication of what types of keywords you’re likely to be associated with that campaign’s ads (something which you should indicate at the ad group-level). On the other hand, the campaign name “Home Theater – Boston (English, GS)” gives you four pieces of information: “Home Theater” indicates the business line that pays for the campaign; “Boston” indicates the target location; “English” indicates the target language; and “GS” indicates the two active networks (“Google” and “Search”). The name of your campaign will not appear to searchers.
(For more information on Clickable Best Practices for naming and creating campaigns, click here.) [link to Clickable U: Structuring Your Campaigns, Part 1]
If you have a fixed budget for your campaign that you cannot modify under any circumstances (or only under extremely unique circumstances) you should keep your budget at the level. However, if you have some flexibility with your budget based on campaign performance, we advise that you make your budget about 50% higher than you normally spend on a daily basis, so that your campaign can continuously earn and grow without arbitrary constraints.
The Clickable Act Engine will also help you maintain your campaign’s budget. If your campaign is performing well but tends to use all or most of its budget on a regular basis, the Act Engine will advise you to increase your daily budget in order to remove limitations to your campaign’s growth. However, if your campaign is performing poorly, we would advise you to reduce costs by reducing keyword bids within that campaign rather than reducing your campaign’s budget.
SET YOUR LOCATION
Along with setting default languages and activating particular networks, “geo-targeting,” or targeting by location, is one of the ways in which you can target your customers before they conduct a single search.
Clickable gives you two options for targeting by location: “Countries and Territories” and “Regions and Cities.”
If you choose to target your campaigns by country or territory, that campaign’s ads will appear to all users within those areas. Select the radio button for “Countries and Territories” and a list of available locations will appear below. Click “Add All” to display your ads worldwide, or select particular countries and territories from the box at the lower left and click “Add” to include them one by one. Your selections will appear in the box on the lower right. If you accidentally add a location that you do not want to target your campaign’s ads to, simply highlight that selection in the box at the lower right and click “Remove.” To start over, click “Remove All.”
To target by region or city, select the radio button for “Regions and Cities” and, using the drop-down box below “Available for the following countries,” choose the country from which you would like to select particular regions and cities. To add these locations, select them from the box at the lower left and click “Add,” as explained above. If you click “Add All,” your campaign’s ads will appear to all users in the country you selected from the drop-down box.
For more detailed information and Clickable Best Practices for Geo-Targeting, click here. [link to Clickable U, Geo-Targeting, Part 1]
CREATE YOUR FIRST AD GROUP AND AD
The first field in this part of the wizard allows you to set the name for your new ad group.
Your ad group’s name should give some indication of the type of product and service you are selling, or the brand or concept you are trying to promote. For instance, you may want to create different ad groups for each of the products you sell (each of them named for the product) as well as ad groups with names such as “Brand (Misspellings)” where you will maintain common misspellings of your brand name.
Next, you will set a default bid for this ad group. The default bid for an ad group, or the default “Max CPC,” is the bid that will be assigned to every new keyword you add to the ad group, unless you specify a bid for that keyword. If you do not specify different bids for every keyword, then the maximum bid for all keywords in the ad group will be the default that you set. If you do specify a bid for a keyword, that bid will override the ad group default.
Last, you will create the first ad for your new ad group. When you create a new ad, you have to populate the five fields below. The allowed number of characters is indicated next to each field and counts down as you type.
• Headline
The headline is the first line of your ad, and will be the link most users click to go to your site. It should be closely related to the keywords in your ad group to help improve your quality score and achieve higher clicks.
• Description Lines 1 and 2
The description lines give more information about the product and services you offer. In general, the first line conveys more specific information about your offerings, and the second line, often referred to as the “Call to Action” line, tells the customer what to do (i.e., “buy …”, “sign-up for …”, “order now”). Yahoo provides one longer description line rather than two description lines
• Display URL
This is the URL that will appear at the bottom of your ad. The root of the URL needs to be the same as the landing page’s root, but the second part of the URL may be different.
• Destination URL
The destination URL is the actual URL that customers will be taken to if they click on your ad. As a best practice, the landing page customers arrive at should be a page that closely matches their search and your ad, rather than a homepage or a generic landing page.
To start the ad over, click the “Clear / Reset Ad” link at the bottom left.
SELECT THE FIRST SET OF KEYWORDS FOR YOUR AD
This section of the wizard generates a list of suggested keywords based on destination URLs for ads in your ad group as well as other factors. To select items from the list of suggestions, simply click on the suggested keyword in the box on the left, and click the “Select” link to add it. To add all the suggested keywords, click “Select All.” If you added a keyword by mistake or decided later to remove it, click on the keyword you would like to remove in the box on the right and then click “Remove.” To start over, click “Remove All.”
You can also enter keywords directly to add to your ad group. Simply type a list of keywords into the text field at the upper-left. Make sure to add only one keyword or keyword phrase per line.
When you enter your keywords, you can indicate the "match type" for each keyword:
- For exact matches, enter the keyword or keyword phrase in square brackets, such as, [office supplies].
- For phrase matches, enter the keyword or keyword phrase in quotation marks, such as, "office supplies".
- For broad matches, enter the keyword or keyword phrase by themselves, such as, office supplies.
- For negative keywords, place a dash before the keyword, such as, office.
(For more information on match types, see the help for "Change Keyword Match" in this section. For more information about negative keywords, see the help for "Edit Negative Keywords" in this section.
You can also enter a keyword or URL and click’ Suggest’ to add keywords based on that keyword or URL to the suggested list below.
Review and Save
Once you have completed the 4 steps to create your campaign, you will see a final review screen that lists all your selections. Click ‘Save!’ to save the new campaign and receive a confirmation screen, ‘Back’ to change a selection on a previous screen or ‘Cancel’ to cancel the new campaign creation process.