Lessons Catalogue

Lesson 2b: Account Navigation

To use the full, multi-page sign-up wizard for a keyword-targeted campaign, ignore the one-page sign-up option and follow the standard instructions to create your campaign. If you decided to start with placements, follow the sign-up wizard instructions to create your campaign.

From here you can:

Search: use the 'Search my campaigns' box to search for words or phrases across all campaigns, ad groups and ads in your account.

Receive alerts: you may see an alert box tinted yellow, green or red. These alerts provide important information about your account and about new AdWords features - such as a declined payment.

Create a new campaign: use the link above the table to create a new campaign.

Change campaign status and settings: pause, resume or delete campaigns, or edit campaign settings by ticking the box to the left of one or more campaigns and then selecting one of the buttons above the table.

Review the Campaign Summary table: this table displays summary data about all online campaigns in your account.

Use the date range drop-down menus above the table to select the day or date range you'd like to review. You can also view all campaigns, all active campaigns or all but deleted campaigns by clicking the appropriate link above the table.

Below are descriptions of each table column:

• Campaign Name: a list of your campaigns. Click the name of any campaign to see the ad groups within that campaign and any other relevant statistics.
• Current Status: the status of each campaign. A campaign's status can be Active, Paused, Deleted, Pending or Ended:
  
  
  • Active: set to run normally
  • Paused: temporarily suspended and not currently running
  • Deleted: deleted and no longer running
  • Pending: not yet started running
  • Ended: no longer running as end date has already passed
  
  
• Current Budget: the current daily budget of each campaign
• Clicks: the clicks accrued for the ads in each campaign
• Impr. (impressions): the number of times the campaign's ads have been displayed on Google or on sites in the Google Network
• CTR (click-through rate): the number of clicks divided by the number of impressions that the ads have received. This is expressed as a percentage: 2 clicks for 100 page views equals a 2% CTR.
• Avg. CPC (average cost-per-click): the average cost accrued for clicks on the ads within that campaign.
• Avg. CPM (average cost per thousand impressions): the average cost per thousand impressions for ads in a placement-targeted campaign
• Cost: the total costs that a campaign has accrued during the time frame you selected
• Conv. Rate (conversion rate): how many user clicks turned into actual conversions for the advertiser. Conversion rate equals the number of conversions divided by the number of ad clicks. This applies only to users who have set up conversion tracking.
• Cost/Conv.: The total cost divided by the total number of conversions. This tells you how much each conversion costs. This applies only to users who have set up conversion tracking.

Basic Settings: edit your campaign name and end date.

Budget Options: change your daily budget or delivery method.

• Budget: Daily budget helps determine your ad display. To make sure that your daily budget is high enough to show ads whenever possible, click the 'Recommended Budget' link below the daily budget field.


• Delivery Method: choose the 'Standard' option to show your ads periodically throughout the day. Choose 'Accelerated' to show your ads as often as possible until your daily budget has been·met.

• Bidding strategy: select 'Change bidding strategy' to choose different ways to bid for your ads - such as with the Budget Optimiser or preferred CPC bidding.


• Networks: adjust where your ads are distributed. When you start a new campaign with keywords, your ads are set by default to run on Google search, search partners and the content network with the setting 'Relevant pages across the entire network'. When you start a new campaign with placements, your ads are set by default to run on the content network with the setting 'Relevant pages only on the placements I target'. To modify these settings, select or deselect the checkboxes and radio buttons. For more information, see the Search and Content Targeting lesson.


• Position preferences: enable this feature to set a specific rank range within·which·you'd like your text ads to appear on Google search and the search network.


• Set a separate bid for content network impressions: when you enable the content network, you can also tick this optional box to set an additional default bid for when your ad appears on content network placements.


• Demographics: click the 'View and edit options' link here to make an extra bid to be applied·when your ad is shown to members of certain demographic groups.

Scheduling and serving: this section includes these items:

• Ad Scheduling: set up specific days and times when you want your ads to appear.


• Ad Serving: choose how you'd like different ads in an ad group to compete. Either select 'Optimise' to show ads that perform better more often or select 'Rotate' to display each ad for an approximately equal number of times.

Target Audience: specify the languages and geographic areas you'd that like your ads to be shown·for by adjusting your language and location preferences. To learn more, see the Language and Location Targeting lesson.

Once you've changed any of these settings, click the Save Changes button. Click Cancel to return to the original settings instead of saving the new ones.

Here are a few actions that you can take:

Campaign Level

• Edit selected campaign: pause, resume, delete and undelete the selected campaign. If you delete a campaign, you'll see an 'Undelete Campaign' button. You can also access the Edit Campaign Settings page.
• Edit/add campaign negatives: for more information on campaign negative keywords, see the Keyword Targeting lesson.
• Edit site or category exclusions: this link takes you to the Site and Category Exclusion tool, where you can select websites or categories of content where you don't want your ad to appear.

• Change ad group and names and statuses: rename, pause, resume or delete one or more ad groups in the table. Tick the box next to one or more ad groups that you want to edit and click the relevant button.
• View different ad groups: use the drop-down menu above the table to show all ad groups, only active ad groups or all but deleted ad groups.
• Create new ad groups: use the 'New ad group' link below the basic campaign data to create a new ad group within the current campaign. Click the link, then choose 'Start with keywords' or 'Start with placements'.
• Review summary statistics for your ad groups: this table is similar to the other tables in your account, such as the Campaign Summary table covered previously, but with two additional columns:
  
  
  • Current Bids: this column shows your current bid settings, including the default maximum or preferred bid and optional content and placement bids, for each ad group within a campaign.
  • Avg. Pos. (Average Position): this shows the overall average placement for ads within each ad group. (When running placement-targeted campaigns, the Avg. Pos. column doesn't appear.)