After setting up your AdWords account there are a number of Campaigns that you would like to consider and make out. Here are the list of Campaigns that you can consider and make them according to your needs.

NOTE: There is no option in AdWords to create these campaigns. You have make these on your own that is do keyword research, make tightly themed adgroups and make relevant ads.

1. Specific Campaigns

These are the campaigns that target those keywords which are strictly targeted to the services of the client. In these types of campaigns, we strictly remain close to the theme and do not go far off track. The budget is kept tight over here and the Campaign remains under control.

2. Brand Campaign

Band Campaigns help you built up ads for your brand name. We need a brand name since other competitors can use our brand name as a keyword and show up their ads on our brand keyword which will further help them capture the prospects which were searching for your brand name.



As you can see in the screenshot, when we search for GoDaddy we see ads for BigRock which is their competitor. Hence, to save your prospective leads, you have to create a brand campaign. Also the Quality score (we will talk about this in a later checklist) for your brand campaign will remain pretty high.

3. Competitor Campaign

Bidding on competitor keywords and showing your ads on their keywords will help you capture their prospects. This campaign is just the opposite of the brand campaign. We have the authority to bid on any keyword or any trademark, but the only constraint here is that we cannot include the competitor’s name or a trademark in our ads.

NOTE: The campaigns that we will talk about from now on are an option in Google AdWords. You can choose them and work on them.

4. Mobile App Install

This campaign helps you increase your app downloads with ads by sending people directly to the app store link to download your app. You can promote both Apple App Store and Google Play Store apps using this feature.


To start making a Mobile app install Campaign, you need to click on the +CAMPAIGN button and then select Search Network Only from the drop down menu.


After clicking on +Campaign, you will see something like what is shown in the screenshot. Enter the name of the Campaign. After that you need to click on the Mobile App Installs radio button to make a Mobile app installs campaign.


The next step is to give the name of the app that you wish to promote. Click on Select app and then click on Add a new app. After clicking on Add a new app, you will see a dialogue box which is exactly as shown in the above right side screenshot. Here you need to select whether the app is from Apple App Store or from Google Play, then you need to type in the name of the app, click the lookup button and then select your app.

The rest of the setting options remain the same as discussed in the Account-Checklist doc except for the Bid Strategy.


  • Target CPA : Here you can specify how much money you can spend for one install that is cost per acquisition.
  • Target return on Ad Spend: Here you can tell Google that how much return you want from the ad spend.
  • Target search page location: Here the bids are set automatically to place your bid on the top or on the first page whichever you choose.
  • Maximize Clicks: Here you can specify a Maximum bid limit and Google will automatically place the bid(lower than the Maximum bid
  • limit) and will try to fetch you the maximum clicks.
  • Manual CPC: The same model that we use in Search network where you specify a maximum bid for a single click.

After completing all the necessary steps, when you click on Save and Continue, you will be redirected to a page where you can create AdGroups, ads and add keywords just as we did in the Accounts-Checklist.doc.

5. Mobile App Engagement

This campaign will help you re-engage people who use your app with ads that deep link to specific screens within your mobile app. The campaign settings are the same as “Mobile App Installs”. More information about this campaign type can be found here: Mobile App Engagement.

6. Dynamic Search Ads

If you or your client has a website that has a lot of content, perhaps thousands of pages, and you don’t know how to setup their AdWords account, then Dynamic Search Ads (DSA) is there to rescue you. DSA Campaigns work best if you a.) own an eCommerce store, or b.) sell seasonal product lines and have a lot of pages.

Following are the benefits of using DSA campaign:

  1. Saves a lot of time.
  2. Automatic ad creation.
  3. You can tap additional markets.

In DSA instead of keywords, Google uses the content of your pages to target searches. You can choose whether all pages or just specific sections should be used to target your ads by creating Dynamic Ad targets. Dynamic Ad targets can be your whole website or specific sections, such as the following:

  • Pages belonging to specific categories
  • Pages with titles containing certain words
  • Pages with URLs containing certain strings of text
  • Pages containing certain words

Now lets go through the setup process:


Login to your AdWords account and click on the Campaigns Tab. Next, click on +Campaign and select “Search Only”.


On the next page, enter your campaign name and check the “Dynamic Search Ads” radio button.


Scroll down to advanced settings and under Dynamic Search Ads, put in your website name and select the language of the pages of your website. If your website is multilingual, then it is advisable to create separate campaigns for each language. Click on Save & Continue and you will then be redirected to the page where you have to create ad groups for the campaign.


On this page, you have to enter the name of the Ad group. After that, you have to create an ad. In this ad you cannot add a Headline or the Destination URL since it is automatically added by Google. They take into consideration the query searched by a user and the website pages scanned.


Next, you will see a checkbox under Auto targets. Check this box if you want to show ads when a user searches for terms related to any of your webpages. We don’t recommend it, but if yours is a small website which is tightly themed, then this option will work quite well for you. Next, enter in your Default Max. bid for this Ad group.



If you have not checked the button on the previous page, then you will need to add your specific pages for which you want to run ads. Click on +Dynamic Ad Target button under the Auto Targets tab.



Click on the second radio button on the dialogue box that appears. Below the radio buttons, there is a drop down menu which has 4 values:  “CATEGORY”, ”URL”, ”PAGE_TITLE” and ”PAGE_CONTENT”. You can use these values to choose which pages you want to add in this adgroup. For example, if you wish to promote just Red Nike Shoes, you can select PAGE_CONTENT and in the text box put a string which is common in all of the Red Nike Shoes pages. Similar is the case with the other values.


If you want create more ads for the adgroup you can click on the +AD under the Ads tab and create new ads for your adgroup.

7. Call-Only Campaigns


Call-Only campaigns are focused on devices through which calls can be made. It allows you to include your phone number in the ad on which the prospects can click and give you a call. This feature has recently been introduced and is being used widely by many advertisers.

You can take a look at the screenshot to know what a call-only ad looks like. As you see, it has just the phone number, DL1, DL2 and a Display URL.



These are the parameters of a Call-Only ad. The character limits for your Business Name is 25, whereas the character limits for DL1 and DL2 remain the same at 35.


To make a Call-Only campaign, Click on +Campaign under the Campaigns tab and select “Search Network Only” from the drop down menu.


On the next screen, after entering the campaign name, put a check on the Call-only radio button after entering all of the other information on the setting page, which are same as all of the other campaigns. You are now ready to launch a Call-only Campaign.

Every other thing is similar to other campaigns, which are explained above except for the ad format. Below is the screenshot for the ad format of a call-only campaign:


We hope that you are now familiar with all of the ad parameters here. For a verification URL, you can put in the website link. If you want to track phone calls, you can use the Google call forwarding number which will tell you exactly for how many minutes the call lasted and other parameters. Otherwise, you can just click on the “My own phone number” if you want to track the calls on your own.

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charles kirkland
charles kirkland

Charles is a walking, talking, networking blend of credibility and know-how. Raised in a working class family, he combined a tenacious work ethic and keen sense of curiosity to usher him over one hurdle after another.