AdWords Campaign Settings – Learning The Optimal Settings

Adwords is Google’s advertising platform: a service which provides organisations with the ability to drill down into fine detail and target specific customers with specific keywords in particular locations. It’s a powerful tool which millions of companies use every day to drive online business by displaying links to their landing pages, phone numbers and websites in the paid results section.

You can see the effects of Adwords every time you type a search into the Google search bar. Typing in something like “car mechanic near me” will bring up a host of paid links to local garages at the top of results, before the paid results below.

Choosing the right Adwords settings for your business can be tricky. The program is an example of something that is easy to use but difficult to master, thanks to the sheer array of options open to you. This article will serve as a guide for helping you choose the right settings for your campaign. Take a look at the following tips.

The campaign settings can be edited using the online interface (above), or the offline program Google Ads Editor (below). Campaign settings help you to optimise Google Ads to achieve your advertising objectives.

When creating a new campaign you must enter the name of the campaign. The name of the campaign can be anything, but it is good practise to name it using a few popular conventions. The type of service or product you are selling, (e.g. Type of service or product), the network, targeting, location, and more. The campaign name can be changed at anytime. However the campaign ID that is assigned when creating a new campaign remains the same. 

Campaign Budget

The budget you enter is a daily budget. To work out the monthly spend times the daily budget by 30.5. Google will sometimes spend more than the maximum daily budget, however over the course of a month it will spent the average of the daily budget over the course of the month (e.g. 30 days).

Campaign Status

A campaign can be active, paused or deleted. 

Campaign Type

When creating a new campaign, you select the type of campaign. 

Campaign Sub-Type

After selecting the type of campaign, you narrow further by selecting the sub-type.

Campaign Goal

The primary objective of the campaign. You can set this when creating a new campaign, or edit an existing campaign. Common objectives are leads or sales. You can also choose no goal.


You can run the campaign on one network, or across Search, Search Partners and Display.

Delivery Method

You can select standard or accelerated. Standard is the default setting which will spread your budget over the course of the day. Accelerated will try spend the budget at the start of the day. 

Ad rotation

You can rotate ads equally or allow Google to automatically optimise the ads. Manual gives the same amount of impressions to each advert, regardless of performance. Automatic will allow Google to show the best performing ads more often, based on relative performance.

Campaign Start date & End date.

You can enter a start and end date. You can always pause a campaign so it is not essential to have an end date.


Location allows you to specify exactly where you want your ads to show. You can also show your ads to people searching in the location, or for the location. 

Keep The Search Partner Network Switched On

Adwords gives you the option to display your advertising to users of other search engines or to focus exclusively on Google. Many companies are under the impression that they should focus solely on Google because that’s what most people use, but that couldn’t be further from the truth. 

Digital marketing gurus rarely talk about other popular search engines like Yahoo, Duckduckgo, and Bing, but they are still important sources of new business. Furthermore, Microsoft sets Bing as the default search engine on its browser Edge, meaning that millions of people use the search engine without thinking (in many ways, it is similar to Google). 

If you have room in your budget, choose to include the search partner network, especially if you operate a local business. Then, after a couple of months, see how it is performing. If conversions or average customer value from other search engines is low, then stick with Google. If not, then continue to use the search partner network.

Adjust Language Settings To Suit Your Target Audience

Adwords language settings are one of the most misunderstood in the whole of the platform. Language settings do not refer to the language a user uses to type into the search bar but instead the language they select in their Google Account.

So, for instance, a person who selects Spanish will immediately see search results that apply to a Spanish audience.

As a business, you want to display advertising in the languages that people speak. Displaying local languages improves the effectiveness of your adverts and company trust. Think about the languages that people in particular areas are likely to speak and then create advertising messages that communicate to them in their mother tongue.

Settings To Manage Your Bids

As you probably know already, Google Adwords isn’t free. You have to bid against other advertisers to secure space in search engine page results.

Adwords gives you a range of bidding strategies, but do you know which to choose? It’s important to note that there are no categorically “wrong” bid settings – just settings with varying degrees of applicability to your business.

Manual CPC Bidding

Manual bidding gives you full control over the bidding process. You decide how much to bid and can tweak bids based on feedback.  Manual bidding, however, is problematic for two reasons. First, you may not have the experience to know when to bid for a particular keyword, and when not. It’s something that is exceptionally difficult to get right. Second, manual bidding is an administrative nightmare if you have a large account.

Enhance CPC Bidding

Enhanced CPC bidding is a bit like manual bidding but allows Google to automate part of the process. If Google detects that a particular keyword or advert is converting more often, it’ll automatically increase the bid for that keyword on your behalf, assuming that you would rather get the business than spend less on your advertising.

Automated Bidding

Finally, Google gives you the option in Adwords to automate the bidding process, allowing algorithms to do the job for you.

Automated bidding isn’t fully automatic: you still have to tell Adwords your goal, but it helps to reduce the administrative cost of bidding while and at the same time, potentially enhancing performance.

The “target page location” option will tell Google to seek page position for your ad.

With the “maximise conversions” setting, Google will try to obtain as many conversions as possible within your set budget.  The same is true for “maximise clicks.”

You can also tell Adwords to target “return-on-ad-spend.” This is where the platform works out how much each conversion is worth to you and creates rules to maximise how much revenue you get from each customer per pound spent on advertising.

Schedule Ads To Fit In With Your Company

One of the most potent tools in Adwords is the ability to show users your advertising messages at particular times of the day. This feature gives you the opportunity to build more effective lead generation campaigns. 

Say, for instance, that your company operates a phone line between 9 am and 9 pm. Showing customers advertisements designed to encourage them to get in touch with your business outside of these hours is likely to result in wasted advertising money and lost opportunities.

Google Adwords settings allow you to select precisely when your adverts show so that customers can click your ad and call you directly, without being forwarded to an answer phone message.

Manually Select Best Performing Ads

Google’s algorithms are smart. Adwords will learn to display your best-performing ads over time, helping to maximise your ROI. But there’s a problem: it can take time for the strategy to update. 

Whether you manually select the best performing ads is a personal choice. But doing so can give you a better idea of which ads perform better. Currently, Google will skew ad display rates based on small changes in the underlying data, potentially leading to less effective ad displays. Some advertisers, therefore, periodically rotate their advertising messages to ensure that Google’s choices are the best.


Getting the best settings for your company is important- and can make the difference between success and failure. To maximise your advertising opportunity, knowing which settings are best to achieve your goals is something that takes time to learn and fine tune. Hopefully this article gives you a good starting point, but check out our other related blog posts to get even more detail. 

To learn more about Google Ads check out our blog posts, Google Ads Ultimate Tips, and Google Ads Guide – Go From Beginner to Expert

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