Week 3 - MKTG349 - Setting up an AdWords Campaign

     When setting up an AdWords campaign, you will need to choose a type and sub-type. The campaign type establishes where the ads are shown and the format they will be demonstrated in, while the sub-type determines settings and options available. Some type of campaigns include search engine only, display network only, search network with display select. Depending on what your goals are for the campaign, you can modify features that are significant to the campaign.

     An efficient AdWords account will help create campaigns that will help reach your goals more profoundly. Each campaign should be aimed to a single business goal. In the campaign you can control how much is spent on clicks, geographical locations, and other settings. To organize the campaign you add on one or more ad groups. To help boost your ROI you can organize into sets of ads and keywords relating to each other. Separate ad groups will be needed for each theme or product being advertised. Making sure the ad reaches the right audience will implement what success you have with the campaign. You can use significant keywords, location and language settings, and demographics that will be applicable to your targeted audience.

Other great options AdWords lets you play with are budgets and bids. You choose a daily budget that will be spent per day and depending on the results you can play around with the budget and adjust it as needed. Bidding strategies can’t be figured out until you know who you’re targeting, and your goals, then you can decide which strategy is best. For example,

1. Cost-per-click (CPC) bidding: Use if you want to drive customers to your website.
2. Cost-per-impression (CPM) bidding: Use if you want to make sure that customers see your message.
3. Cost-per-acquisition (CPA) bidding: Use if you want to maximize conversions on your website.

     After getting all this organized, you need to create ad groups for each theme or product under the campaign with its individual keywords, ads, and bids that could later on be optimized to improve ROI.  

     Remember to consistently optimize the campaign. As you get results make accommodations and research what will help you get a higher ROI, maybe you might want to try a different approach. Keyword Planner and Display Planner are tools offered by AdWords that can help build campaigns and achieve goals. So if you’re ever in the market looking to advertise give AdWords a try. Here’s a link for some assistance https://support.google.com/adwords/answer/1704395?hl=en or you can reach out to me. I’d be more than glad to assist you.