• Campaign definition
  • Setting up goals
  • Using language settings
  • Budget & Bidding Strategies

What’s a Google ad campaign?

Excellent question! A campaign in your Google Ads account is what organized your ad groups, keywords, and ads. It’s how you target a specific location and groups of people. Imagine you’re building a house that you want to be perfect. You know the location you want it to be in and how you want it decorated. A campaign is the same. A campaign has one or multiple set location depending on your market. Your ad groups, keywords, and ads are like the interior of the home. In order to set up a smart campaign, you first have to know how you want to build it and how much you can spend.

  1. Campaigns organize your ad groups, keywords, and ads.
  2. Campaigns can have one or more targeted locations and also target specific groups of people.

In your campaign, you can adjust settings for your budget, language, where you want your ad to show, target location, demographics, audiences, dating strategy, and more. 


One of the first steps in setting up your campaign, is choosing the right goal. You want to select a goal that matches what your marketing objective is. For example, you can choose website traffic, leads, or sales as a goal. After setting up a goal, Google will show you recommended features and settings to help you achieve this goal. But be careful when choosing a goal. By choosing a goal, you could potentially exclude certain settings that you might want to use. Besides that, goals are fantastic way to organize your campaign and ensure your hitting your objectives. 

Campaign Type 

Google gives you a couple different options for advertising on its Network. Before even creating your first campaign, you have to select which kind of campaign you want. The campaign type you choose depends on the marketing objectives you have. Here’s a breakdown of the campaign types. 

Search Campaigns 
This allows you to advertise on on the search results of either Google or its partners. Search campaigns have a pay-per-click bidding model. 
Display Campaigns 
This allows you to show your ads on different websites across the Google Display Network. You can control where you’re ad shows by using your targeting settings. 
Shopping Campaigns 
This allows you to advertised your products with product listing ads on the Google search and shopping results. Uses will see a picture of your product along with a small piece of info. 
Video Campaigns 
This allows you to show video ads on YouTube and the Display Network. These ads can appear in the YouTube search results or when someone is watching a video. 
App Campaigns 
This allows you to advertise your app on Google search, display, Google Play, and YouTube. Google uses responsive ads to effectively promote your app across its networks. 

Google Networks 

Depending on your campaign type and marketing objectives, you can choose which network you want your ads to appear on. Google has three primary networks: Google search Network, Google Display Network, and the YouTube Network. Whether or not your ad will show on these networks, depends on your campaign type. For example, the search Network can you show display ads. And you wouldn’t want to run search ads on the YouTube Network. 
Simply put, if you are running search ads, can you use the search Network. If you are running display, app, or video ads use the Display Network. 

Target Location 

Using specific target locations will help you tailor your ads and keywords to your Market. In your campaign settings, you can choose locations and languages that you want to target. Google gives you the option to target locations by radius, cities, County, zip codes, or countries. When choosing your location targeting, you can select to target people in your location or who are interested in your location. 
You have the ability to target people based on their language. Google goes off the language setting on the user’s browser. If you wish to target just English speakers, you can set the language setting to just English. Pro tip: try adjusting your language setting to all languages. If the user’s brass faucet to Spanish but they are using your keywords, then they understand English or the language you are advertising. 


Using audiences is a great way to target people with specific interests, intents, and demographic information. There are a number of ways you can utilize the power of audiences but make sure it aligns with your marketing objectives. Each campaign type has a different set of ways to use audiences. You wouldn’t use your audiences on your search campaigns the same way you would on your display campaign. 
A few things to consider when setting up audiences are their demographics, interests, and intent. What is their gender and how much do they make? What kind of things are they interested in? Are they ready to make a purchase? 
Audiences also allow you to set up a remarketing campaign to target people who have visited your site but didn’t convert. This is a cheap and effective way to bring visitors back to your site. In another post, I go over remarketing audiences and campaigns. 


It’s crucial you know how much you are willing to spend before you set your campaign up. Depending on your industry and location, Google ads can either be expensive or affordable. I highly recommend doing competitor research just to understand your industry and how much others are spending. In your campaign, you can set a daily budget. This tells Google how much you are willing to spend each day on your campaign. Please note, Google has the potential to spend up to 200% of your daily budget. So it’s wise to create a safety net when planning your budget. In another post, I provide an in-depth guide to budget planning. 


Bids allow you to control how much you are willing to spend per impression or click. There are a couple different ways you can bid on your ads. You can pay for clicks, Impressions, conversions, or video views. Each bed type has a different strategy that comes with it. When starting out with a brand new search campaign, I like to use a manual CPC just to understand how much the clicks cost in my industry and what the valuable keywords are. Google also has smart bidding options which allows Google to control your bid amounts. While this is great for large accounts, I wouldn’t recommend it for small accounts with little or no data. For more information on bidding strategies, see some of my latest blog posts.