Creating a campaign

Now that we've selected our campaign type we get to build out the rest of the details. And the first thing that we'll have to do is give the campaign a name that helps you to easily identify it. And remember, you're going to have a lot more of these as your account grows, so good naming conventions will make your life much easier. The best way to name your campaigns is to use the goals that you established earlier. Now I like to start my campaign name with the type of campaign. In this case, it's a Search campaign. I then like to use the pipe symbol as a way to separate out my descriptions. Now you can use the dash or a slash, whatever works for you. From here I like to indicate the goal and the objective. So my goal is Leads, and then I need to identify the objective. And let's say this is going to be for Test Drive Enquiries. So I can add Z4 Test Drive. Now this essentially gives me the theme. Here I can see that I have a Search campaign, the goal is Leads, and the theme of all of these ad groups is going to revolve around Test Drives. From here I add another pipe and I like to add in the month and year, and then I can include another pipe followed by the word 'Campaign'. Now this is just one way of structuring your campaign names. Do what makes the most sense for you and your method of staying organized. But why we do this is when you think of your naming conventions assume that you're going to want to filter these campaigns in the future. So you might want to go into your campaigns and filter for all of your search campaigns, so you could simply enter in that keyword. Now below this you have your Networks option. By default you'll see that under the Search Network heading, which is the campaign type that we selected, Google has chosen to include search partners. This means that your ad will show up in response to searches on other Google properties, like Maps or Shopping, as well as sites, such as Virgin or AOL. I recommend that you leave this enabled as it increases the reach of your ad. Below that is the option to add the Display Network. And this will display your text ads on relevant sites. Personally, I don't like mixing campaign types, so if you want to do a campaign that includes the Display Network set that up as a separate campaign from this Search Network only campaign. That way you can better evaluate the performance and compare the two. Sometimes adding in another network can increase costs and make it more difficult to identify opportunities for optimization.

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