4th Task

Some important things to watch out for when setting up an AdWords campaign, using the Search Network.

1. Most important when starting, is deciding if the Search Network is the appropraite choice for you. One change is allowed at a later point, but then not between all networks. Changes can also negatively impact a campaign structure.
2. Click All Features to be more concise and exact with how you want your campaign to run.
3. Confirm, which partners will be included (i.e. how wide spread your ads will be)
4. Location, includes countries, cities and even areas with cities to be focused on or blocked.
5. Language: Relevant to the target user
6. Budget settings as well as how often ads will show (affects spending costs)
7. Ad extensions, in order to make an ad more appealing and display more information
8. Set a specific schedule, so that ads are not wasted by showing up when your target customers would not be likely to be home or online.

Target Options for the Display Network

1. Contextual Targeting. Related to relevant keywords
2. Placement Targeting. Select specific websites
3. Remarketing. Ads from your own site will target visitors after they leave your site and go to another site within the Display Network.
4. Interest Categories. Select specific interest groups e.g. Books or Movies, which are shown to USERS who have these interests
5. Topic Targetting is very similar, but these target SITES that fall within the Topic category
6.  Geographic and Language Targeting: Localisation
7. Demographic Targeting: Focuses on aspects like age or gender

Banners usually appear in a rectangular shape, being defined by their size and varying locations.
They can appear above, below, around, behind, or even pop up in front of web content. Some sites have strict rules about how ads are to be displayed, for example, that when they play the volume is muted by default. The ad is supposed to entice someone browsing the net, not annoy them and get rid of them.

Finally, here are two methods for tracking information:

1.  Tracking Software: Installed on a website to see where users click. Some apps integrate with webcams to even see which parts of a site have been looked at more intensely.
2. Tracking Service: A third party can collect information on how users reach your site by looking at which site they were on before.
3.