Henry, Maria, and Ted are three very happy AdWords advertisers who have gotten very good at answering one important question, which campaign type is right for me? Well, there’s no one size fits all in AdWords. What works for one person, may not work for another. To help you figure out what’s best for your business, let’s start by looking at some of the options available to you.
Campaign type determines things like where your ads can show to customers, and what format they can be in, like text or video. Campaigns are a must know if you are specializing in SEO Vancouver. Your ads can show on one or both of Google’s advertising networks depending on the campaign type you choose. These networks make up all of the places where your ads can appear, whether on desktops, tablets, or mobile devices. There’s the search network which shows ads when users search on Google and on other search websites that partner with Google to show ads. There’s the display network where ads appear on millions of popular websites, mobile apps, videos, and more, with content related to your targeting. As you’ll see with Henry, Maria, and Ted, you can pick a campaign type that uses just one of these networks, or both networks with the Search Network with Display Select campaign type.
Next, you’ll choose a campaign sub-type. The most common options, Standard and All Features, let you determine how many settings you want to choose from for your campaign. If you want to accomplish a specific goal with your ads, like driving more installs of your mobile app, you can choose a specific campaign sub-type to meet your needs. In general, the Standard sub-type is best if you’re new to AdWords or just want to get your campaign set up quickly without a lot of additional options. The All Features choice is best if your a daily AdWords user and want to be able to mix and match different AdWords features, like scheduling your ads to run at certain times and targeting ads to specific locations or websites.
Now, let’s tie it all together with a few examples. Ted runs a thriving travel agency and is still pretty new to AdWords. When he created a campaign to promote his tour packages, he chose the recommended settings for all new campaigns, Search Network with Display Select. This campaign type is great for Ted because it helps him reach the largest possible audience by showing his ads on both the search and display networks with the least amount of set-up. To make things even simpler, Ted picks the Standard sub-type because he knows he doesn’t need a lot of flexibility for his campaign.
Here’s Henry the Handyman. Henry is an experienced advertiser. When he sets up a new campaign to promote his roofing repair service, he chose a Search Network Only campaign with the All Features sub-type. This type of campaign is right for his business because it helps him reach new customers right when they’re searching for a handyman. His home repair service isn’t open 24/7, so he selected the All Features sub-type to get access to tools that let him schedule his ads to only show during business hours.
Maria is in a different situation. She wants more people to know about her store, but not just any customers, the right customers for what she sells. Maria decides that a Display Network Only campaign is what she needs. This campaign type lets her reach customers wherever they are online, whether that’s browsing websites, watching YouTube videos, or using mobile apps. The targeting options in a Display Network Only campaign let her show her ads to just the right audience.
For a complete comparison of all the different campaign types and sub-types available to you, visit the AdWords help center which is used by the best SEO company.