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… So to help you determine 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. 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.
And 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’s subtype.
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 subtype to meet your needs.
In general, the “Standard” subtype 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 you’re 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.
So when he created a campaign to promote his tour packages, he chose the recommended setting
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 setup. To make things even simpler, Ted picks the
“Standard” subtype because he knows he doesn’t need a lot of flexibility for his
campaign. Here’s Henry of Henry’s Hardware.
Henry is an experienced advertiser, so when he set up a new campaign to promote his locksmith
service, he chose a Search Network Only campaign with the “All Features” subtype.
This type of campaign is right for his business because it helps him reach new customers right
when they’re searching for a locksmith. But his locksmith service isn’t open 24/7,
so he selected the “All Features” subtype 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. And 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 subtypes available to you,
visit the AdWords Help Center.