Choosing the settings for campaigns is an essential step in ensuring
the success of your client’s AdWords ads. By optimising the settings,
you can refine the targeting of advertising campaigns and maximise
their performance. Here are some of the options available in advanced
campaign settings.

1. Advanced location options

Advanced location options allow you to reach or exclude
people based on where they’re likely to be located or the
places that they’re searching for.

To do this, Google AdWords takes into account the user’s IP
address and their search terms.

There are three possible options for refining the geographic
targeting of users:

1. Targeting users who are situated in a specific location or

who are searching for information relating to that location.

2. Only targeting users who are situated in a precise location.

3. Targeting users who are searching for information

relating to a location: Google will only take into account
the search terms, regardless of where the user is located
geographically.

2. IP address exclusions

It is possible to prevent Google Adwords ads from running
on certain IP addresses. You may want to do that to avoid
unwanted clicks.

To do this, simply indicate the list of IP addresses on which
you do not want ads to show.

You can list individual IP addresses or complete ranges of IP
addresses.

Settings for managing IP exclusions can be found under
Advanced Settings.

Note that IP address exclusions apply across your client’s
entire campaign and therefore to all ad groups.

Top tip

To check how your client’s ads are
displayed and whether IP addresses
have been excluded, use the Ad
Preview and Diagnosis Tool.

Advanced Campaign Settings

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Advanced Campaign Settings

3. Advanced bidding option

You can select an option to manage bids automatically according to
conversion data. This option, called Enhanced CPC, automatically adjusts
Max CPC bids up or down for each auction to help improve return on
investment.

To do this, Google AdWords uses conversion data from the last
30 days of activity.

This option is not available if AdWords Conversion
Tracking hasn’t been set up.

4. Bid adjustment

With bid adjustments you can increase or decrease bids to gain more
control over when and where your client’s ads are shown.This option is
located in Campaign settings > Ad schedule.

There are three ways to adjust bids: by device, location and ad schedule.

Campaign-level bid adjustments will be applied on top of the bids that
AdWords already uses to show ads, such as keyword or ad group bids. With
bid adjustments, spending on individual clicks may vary, but the overall daily
budget won’t change. Bid adjustments for locations, days, times and any ad
group-level targeting methods can be set from -90% to +900%. For mobile
devices, you can set bid adjustments between -100% and +300%.

Top tip

This bidding option applies across
the whole campaign and therefore
to all ad groups.

Top tip

Be reasonable with your bid
adjustments, as they must stay in line
with the daily budget!

Configuring campaigns in this way will ensure optimal targeting of potential
customers. Use all the options available to maximise the return on
investment from your client’s AdWords ads.

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Advanced Campaign Settings