Eight steps to create a campaign

1. From the “Dashboard” tab, click on “Create Campaign.” Or, from the “Campaigns” tab, click on “Create Campaign.”
2. Name your campaign. (Hint: Form a campaign around a group of keywords that share a certain attribute, such as product, product category, commercial offer or geographic region.)
3. Set up geo-targeting by market, state or city and surrounding areas (if this applies).
4. Select your distribution tactic: Sponsored Search and/or Content Match. You can also opt in to the Advanced match type.
5. Create ad groups with keywords, ads and bids.
6. Set the budget for your campaign.
7. Schedule a timeframe for when your ads will be activated.
8. Review your campaign details before you activate your ads.

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 search users who may be located outside of California but enter search terms such as “California real estate.”¹

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 the Standard match type?

The Standard match type displays your ads for exact matches to your keywords, as well as for singular/plural variations of your keywords and common misspellings of your keywords.

What is Content Match?

Content Match complements your Sponsored Search campaign by displaying your existing ads along with relevant articles, product reviews and more, thereby providing an additional source of targeted leads. The Content Match distribution partner network includes numerous content and information sites, such as Yahoo!, Viacom, WSJ.com and others.

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 clicks.

¹ Please note that geo-targeting accuracy is not guaranteed and may vary depending on the level of targeting selected, as well as other factors.