6 Google Ads Campaign Settings That Can Save Your Ad Spend

Posted September 11th, 2015 by Kirti & filed under Google Ads Tips.

Campaign settings are a great way to determine how your ad will perform. But these settings are by default set by Google Ads which may not work for your business. A PPCer might knowingly or unknowingly overlook them assuming the settings to be effective as it is. That is definitely not the approach to follow. Google Ads just gives us a primer on the settings, which need to be edited to suit one’s marketing objective. Not only does it let you target better but it also controls the cost of your campaigns.

[Post Updated on 17 April 2020] The post was updated with screenshots from the new Google Ads Interface.

In this post, we will take up those pivotal campaign settings that definitely need a second thought before going for the ‘save’ button.

1. Standard Campaign Features

Note: This campaign setting has been replaced with “Goals” in the new Google Ads interface. See the thread here. Also, see the post to know, how the campaign type works.

By default, the campaign features are set to standard, which limits the diverse features that you can access for your campaign settings. It is thus advisable to change the option from ‘Standard’ to ‘All Features’. It lets you target more effectively with options such as ad scheduling, ad rotation, delivery method, etc. All these options have a set purpose that makes your campaigns more optimized.

Also, you might want to initially set your campaign type to either Search Network or Display Network. The Search Network with Display Select campaign type makes the metrics a little harder to decipher. So, if you are hoping to get some insight on whether to use a Display campaign separately from ‘Search with Display Select’ option, you might be left undecided.

2. Search Network Partners

The search partners are by default selected under Google’s search network. It is advisable to let the settings remain as it is unless there is substantial data to prove that it’s not working. Marketers may consider opting out of this option considering that it will not attract any results. Put it to test and analyze the metrics before switching this option off. You might restrict your reach volume and conversions as a result. So, let this option stay and decide the basis of some legitimate data.

However, if you have a limited budget, you can opt-out of this option as ‘Google Search’ directs quality traffic already.

3. Ad Delivery Method

Note: Starting April 2020, accelerated budget delivery will no longer be available for use with any Google Ads campaign type. Read the announcement here from Google.

Though you might be tempted not to opt for the ‘Accelerated’ delivery method option that says ‘This may cause your budget to run out early‘ but it might be the right option if your business operates for specific hours. For example, the clothing store is open until 9 pm, then running ads post 9 pm would not meet the objective. You would want to prefer using all your budget in the daytime and evening rush hours. So instead of going for 12 am to 11:59 pm equal distribution of ads, you could opt for 9 am to 9 pm accelerated usage of budget.

Standard delivery distributes your budget for the day and shows your ad evenly throughout the day. An Accelerated delivery shows your ad from the start of the day and continues showing it until the budget for the day is exhausted.

The preference here is to whether let your ad show when people are searching for it or sometimes show and sometimes don’t. The concern of depleting budget can be tackled by a focused keyword strategy, reducing CPC, increasing campaign’s budget, adding irrelevant terms as negative and pausing any non-converting ad variations.

4. Ad Scheduling

The Ad is set to run infinitely by default. However, if you are running a promotion or a campaign before the vacations then you must assign the date by when you would want it to end. It just saves your ad from unwanted clicks if you forget to pause the campaign.

Further, you can assign the time period when you would want to run your campaigns. So, if you prefer tapping customers at later part of the day you can accordingly schedule your ads to show only then.

If your business happens to remain operational for a couple of hours, you would prefer meeting all queries during that time. Hence it makes sense not to run ads during off-hours. For example, the following example of a playschool which remains nonoperational after 6 pm, might prefer not showing ads post that time.

To edit the schedule you can make changes under the Ad Scheduling section and set your preferred time, as shown below.

5. Ad Rotation

Ad rotation is the way where Google rotates your ads on search and display networks. Previously, Google has provided “Optimize for clicks”, “Optimize for conversions”, “Rotate evenly” and “Rotate indefinitely” options while selecting the Ad rotation settings. But as per the announcement from Google in the year 2017, they have simplified ad rotation to only two settings: Optimize and Do not optimize. Other options have been discontinued.

If you wish to optimize your campaign for conversions, Google suggests using Smart Bidding which will alter your bid based on the conversion and choose which ad to show to drive that conversion.

6. Location Settings

By default, your location settings is set to the country you are running your ad from. It would make sense if you are a larger company with reach in the entire country. However, for local businesses running ads in places where they are not operational is a waste of money. For example, the restaurant below might just want to restrict showing its ad to people in Mumbai and not for people browsing in Delhi or elsewhere.

Also, if you are a global company you might wish to reach other territories. The default option might just limit your reach. Hence, you must play with this option as per your business goals and objectives.

The advanced Location settings select the following option as default.

What this setting does is, shows you ads to even people who are not in your target location but are searching for it online. This though is shown as recommended, might not be the audience that you would want to show your ads to. Prefer selecting the other option available, to reach a legitimate audience.

With the aforesaid settings, you can better your campaign performance. However, if there are certain settings that is a preference then you as a business can take a call whether to go for it or not.

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