Add New Campaign - Placement
Add New Campaign (Placement)
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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 placement sites for your campaign.
5) Review and save.
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]
Next, you need to select between one of two pricing methods: “CPC” (Cost Per Click) or “CPM” (Cost Per Thousand).
CPC: “Cost Per Click” is the amount search engines charge advertisers for every click that sends a searcher to the advertiser’s web site. If you set your CPC to $0.50, for instance, then you will pay $0.50 every time a user clicks on your ad.
CPM: “Cost Per Thousand,” on the other hand, is the cost of displaying an ad 1000 times, or the cost of receiving 1000 “impressions.” If you set your CPM to $5, for example, you would pay $5 every 1000 that your ad appeared on the various sites you’ve chosen to place it onto.
The last step on this screen is to set a maximum daily budget for your campaign. 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. If you selected “CPC” as the pricing model on step one your bid will be a “Max CPC” bid - 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. If you selected “CPM” as the pricing model your bid will be a “Mac CPM” bid – the bid that will be assigned to every placement on which your ads will appear.
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”).
• 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 PLACEMENT SITES FOR YOUR CAMPAIGN
This section of the wizard allows you to select the initial set of placement sites for your campaign. There are two methods for selecting placement sites: browsing by category or searching by topic. You can switch between these two by clicking on the “Browse Categories” and “Describe Topics” links at the top of the wizard.
Browse Categories
To browse by site category, simply click on the category name in the dialog box at the upper-left of the wizard. You can either click on a top level term to see all sites in that category, or click on the arrow to left of the term to display more targeted sub-categories.
Describe Topics
To search for placement sites by keyword, use the “Describe Topics” option. Enter a keyword into the field at the upper-left of the wizard, then click “Suggest” to display suggested placements for that keyword.
To add placement sites to your campaign, either click “Add All” to include all of the suggested placement sites, or select individual sites in the “Suggested Placements” dialog box and click the “Add” link to add them individually. (If you generate new suggestions after adding sites, your old selections will be saved.) You can also remove sites either by clicking the “Remove All” link to start over, or by selecting individual sites in the “Selected Placements” dialog box and clicking “Remove” to remove them individually.
Sites that you add will remain on your “Selected Placements” list even if you switch back and forth between the two methods.
Once you have made your selections, click on the “Next” button to review them. If you’re done making selections, click “Save.” To go back and add or remove sites, click “Back.”
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.