The Settings Tab

Names, bids, budgets, devices, schedules, and landing pages

Project settings are where you define the names and characteristics of your campaign. Let’s go through each of these. These are all very easy to set and allow you to test your campaign out with little risk. Then you can expand – once you have a good idea of what is working well for you. 

The simplicity and ease of use for all these settings is probably the biggest difference between using CampaignBuilder to specify your campaign and using Ads/Editor itself. These settings are easy to see, change, and understand. This way you can manage your campaigns without wondering what the settings are.

Settings make it easy to see your bids, budgets, schedules, and devices



Ad Schedule

You can control when your campaign will run by using the feature of "ad schedule" in Ads/Editor. CampaignBuilder has made this MUCH easier by giving you six buttons to turn on/off segments of the 168 hours (24x7) that make up a week. Choose the ad schedule that works for you. The most important question here is: can you productively take advantage of clicks during non-business hours? Limit them to business hours until you are sure.

If you do not select any of the schedule "segments" (the buttons), your campaign will not be restricted to any particular schedule and it will simply run all the time. Exactly as if you had selected all of the buttons.

Exercise precise control over when your campaign can get clicks



There is another advantage to creating the "segments" of your weekly ad schedule using CampaignBuilder. Google Ads automatically creates reporting breakdowns for each of the segments you use in describing your ad schedule. So, you will be able to see (without performing any special reports) how each of the segments you specify in the interface perform. Here's an example (without data) of how Ads will show performance for each of your ad schedule segments.

Ad schedule segments are automatically reported in Google Ads



Device types

You can select mobile, desktop, tablet or any combination of them. We recommend starting with mobile only or desktop only before combining device types. Mobile is about 75% of searches today and they do not behave like desktop searches.

This makes it quite easy to create a campaign that uses any or all of the device types. And it is just as easy to change them.

Typically, you want to focus on mobile clicks before other types



Names, labels, URLs and ad rotation

• Campaign name: Up to 255 characters. You can name your campaigns anything you want. But you might consider incorporating the devices and hours you are running in the name. This makes it easy to see those parameters at a glance from the name.
• Adgroup name: Up to 255 characters. You can name your adgroups anything you want. But you might consider incorporating the customer need you are focusing on such as “WalkInBurnCare”. This makes it easy to see those parameters at a glance from the name.
• Campaign daily budget: We recommend setting this very conservatively (<$100) until you have reviewed some daily results. You want it big enough to start getting clicks and small enough to stop if you’re not getting the right clicks. Your performance reports will let you know quickly (within hours or a day) what you will need to set this at. Initially, it is just a guess. Start out guessing low. That way, when you tweak your campaign and it wakes up like a dragon, you can turn it off before you pay too much.
• Max. cost per click: We recommend setting this very conservatively (<$3.00) until you have reviewed some daily results. You want it big enough to start getting clicks and small enough to stop if you’re not getting the right clicks. Your performance reports will let you know quickly (within hours or a day) what you will need to set this at. Initially, it is just a guess. Start out guessing low. That way, when you tweak your campaign and it wakes up like a dragon, you can turn it off before you pay too much. (yes, almost exactly the same message as daily budget.)
• Final/Mobile URL: Enter the “www” address of your website landing page. You can use a tracking template as an option if you want to take advantage of landing page variables and other tracking template features.