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Flashcards in Search Fundamentals Review Deck (11):

Creating your ad campaign

Help your ads reach the right people by understanding your

your customers, setting your budget, and organizing your campaign.


Creating your ad campaign

Choose the right campaign settings to help you achieve your

your advertising goals.


Creating your ad campaign

Use what you’ve learned to

create your campaign.


Creating your ad campaign

Before you create your first ad campaign, take the time to build a mental profile of the customers you’re trying to reach. Considering your customers'

customers' preferences, habits, and traits can help you choose the right settings for your campaign


Creating your ad campaign - Understanding your customer

What are some important areas to consider about your customers' preferences and behavior:

1. Words and phrases they use to search online:
2. Types of websites they visit:
3. Geographical location:
4. How they contact you


This customer profile gives you some insight into the campaign settings you might consider, such as:

Keywords that will trigger your ads to display in search results

Websites where you might want your ads to appear

Geographic locations where your ad should display

Additional information you might want to include in your ad, such as a phone number or link to the contact page on your website


Creating your ad campaign - Setting your budget

Once you understand who your customers are, think about how much you want to spend to reach them with your ads, and what

what results you're expecting for your campaign to be a success.


Actual cost-per-click (CPC)

Your actual cost-per-click (actual CPC) is the final amount you're charged for a

for a click


Actual cost-per-click (CPC)

You're often charged less -- sometimes much less -- than your maximum

maximum cost-per-click (max. CPC) bid, which is the most you'll typically be charged for a click


Actual cost-per-click (CPC)

How this works

We combine your Quality Score,

the max. CPC bid, and the expected impact of extensions and other ad formats to determine Ad Rank.


Actual cost-per-click (CPC)

For ads on the Search Network, the minimum Ad Rank required for ads above search results is generally greater than

greater than the minimum Ad Rank required for ads beside search results.