Google AdWords

Chapter 5. Campaign Settings

Introduction to Campaign Settings

Campaign settings control administrative decisions for your AdWords account. Selected at the campaign level, they apply to all ad groups within the campaign.

Many advertisers struggle when deciding whether to create a new campaign or an ad group within an existing campaign. The answer is simple: if all the settings for the existing campaign are applicable, create a new ad group within the campaign. If different settings are required, including a separate budget, create a new campaign. This chapter explains how each Settings affects the ad groups within.

Each campaign requires a unique name. This name does not impact performance in the AdWords auction in any way, but a logical naming convention can make your life easier. The default name for a new campaign is “Campaign #[numeral].” A better practice is to label each campaign by its defining attributes. For example, if the new campaign is destined to show ads to searchers in Nashville, Tenn. on the Google Display Network, an appropriate name might be “Nashville—GDN.” Another campaign targeting Knoxville, Tenn. and Google Search might be labeled “Knoxville—Search Only.” The campaign name is up to you, but clear labels make account management easier.

Let’s review campaign settings that impact the AdWords auction.

Locations and Languages

Campaigns control where in the world ads are eligible to display and what browser languages they target. Let’s look at this section in more detail. ...