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A keyword is a single word or multi-word phrase that relates to the products and/or services you wish to advertise. When potential customers are looking for information related to your keywords, your ads may be displayed.
An ad group contains your ads (the marketing messages you created) and your targeting criteria (such as keywords). Your ads are rotated against your targeting criteria and are displayed to your potential customers. You can create multiple ad groups within a campaign.
A campaign is made up of one or more ad groups that share the same budget, schedule and geo-targeting criteria. Typically, campaigns are created to achieve a marketing goal (for example, a summer clearance campaign, a new product launch campaign, or a campaign that targets customers in a specific geographic location).
Your account contains all the elements you need to advertise in one market (i.e., the United Kingdom). An account generally represents a business, or a portion of a business, that has a particular budget as well as marketing objectives.
Log in to your account. Click the “Create Campaign” button on the Dashboard tab.
Follow these steps:
Your potential customers may search on many variations of your keywords. It would be overwhelming for you to bid on and manage every possible variation. The solution is the Advanced match type, which enables you to leverage your existing ads to appear for a wider range of relevant keywords.
For example, if you activated the Advanced match type on the keywords “hotel,” “flight” and “holiday,” you could receive customers searching on terms like these:
Content Match complements your Sponsored Search campaign by displaying your existing ads alongside relevant articles, product reviews and more, thereby providing an additional source of targeted leads. The Content Match distribution partner network includes numerous popular, high-quality content and information sites, such as Yahoo!, ITV, FT.com, Guardian.co.uk.
Content Match can be another source of relevant traffic for your web site, and even includes the option to define a separate bid for your Content Match ads.
Geo-targeting allows you to target your ads to potential customers located or interested in particular geographic areas within the market selected for your account. For example, if your business sells property in Yorkshire and you select Yorkshire as a geo-targeted region, your ads will be shown to potential customers located in Yorkshire, as well as to search users who may be located outside of Yorkshire but enter search terms such as “Yorkshire property". 1
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1Please note that geo-targeting accuracy is not guaranteed and may vary depending on various factors, including the level of targeting selected.