• What is the account structure?
• Top 5 things to consider when creating a campaign
• How to create a campaign
• What is the Advanced match type?
• What is Content Match?
• What is Geo-targeting?

What is the account structure?

Keywords

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.

Ads

Your ads are the marketing messages that your potential customers will see. An ad is comprised of the title, description and URL.

Ad Groups

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.

Campaigns

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).

Account

Your account contains all the elements you need to advertise in one market (i.e., the United States and English-speaking Canada). An account generally represents a business, or a portion of a business, that has a particular budget as well as marketing objectives.

Top 5 things to consider when creating a campaign

1. Group your keywords by a certain attribute, i.e. by product, product category, offer or geographic region.
2. Decide on your bid for each group of keywords.
3. Think about the core message you want to communicate to customers, and create specific ads for each group of keywords. This can improve the relevancy of your ads.
4. Determine the most effective landing pages in order to increase conversions (purchases or lead submissions). Learn more about optimizing your landing pages.
5. Place tracking tags on your site so you can understand the performance of your campaigns and help optimize your results. Learn how to install tracking tags.

How to create a campaign

Log in to your account. Click the “Create Campaign” button on the Dashboard tab.

Follow these steps:

1. Name your campaign.
2. Set up geo-targeting by market, U.S. state, Canadian provinces or city and surrounding areas, also known as DMA¹(if this applies to your business objective).
3. Select your distribution tactic: Sponsored Search and/or Content Match.
4. Create ad groups with keywords, ads and a bid. if you select Sponsored Search, you can choose either Advanced Match or Standard Match Type.
5. Set the budget for your campaign.
6. Schedule a timeframe for when your ads will be online or offline.
7. Review your campaign details before you activate your ads.

What is the Advanced match type?

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 “vacation,” you could receive customers searching on terms like these:

• New York hotel
• California luxury hotels
• flight to Paris
• London flight
• family vacation
• vacation adventure

What is Content Match?

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!, Viacom and WallStreetJournal.com.

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.

Learn more about how to use Content Match.

What is Geo-targeting?

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 real estate within the state of California and you select California as a geo-targeted region, your ads will be shown to potential customers located in California, as well as to customers who may be located outside of California but enter search terms such as “California real estate".

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Learn more about how to use geo-targeting.

¹DMA® is a registered service mark of Nielsen Media Research, Inc., and is used pursuant to a license from Nielsen Media Research, Inc., all rights reserved.