When you first create a campaign, your ads will be scheduled to run at all times on all days. Setting up an ad schedule, also known as day-parting, is a way of controlling what days and times your ads will be showing.
Why would you want to do this?
Well, if you're a local dentist or orthepeodist, it's pretty unlinkely that someone is going to try to call your practice after clicking on your ad at 3a.m. If you sell B2B, you'll often find that your highest quality searches occur during business hours during the week.
Setting up an ad schedule also lets you see data by hour, day of the week, and combinations of those metrics. Reviewing your Ad Schedule is a great way to optimize your campaigns using bid adjustments.
If you're trying to run an efficient account, you need to have tight location targeting. Obviously if you're a local business you're only going to service a small radius of 20-30 miles. Additionally, if you're running a national campaign, toggling this feature is an important way to ensure that no spend is being used on people outside the U.S. (assuming you only service the US)
How do I change this feature?
In your AdWords account, go to your Campaign Settings, click "Location Options" and then swich from "People in, or who show interest in, your targeted locations (recommended)" to "People In Your Targeted Locations".
If you've ever run a Display campaign, you may have noticed a lot of clicks and cost coming from mobile apps rather than websites that were relevant to your keywords or topics. If you're trying to run a tight Display campaign these those irrelevant clicks can really burn a hole in your budget.
How do I change this feature?
In your AdWords account, go to your Campaign Settings for your Display Campaign, click on Devices, and remove all the options that aren't Desktop Web Browser, Mobile Web Browser, and Tablet Web Browser.
Ad extensions are an important part of your Search Campaigns because they allow you to include more information about your business on the SERP.SERP: Search Engine Results Page. The page that users are brought to after performing a search on Google. This helps your ad to gain vital real estate on the page and increases the likelihood that searchers will click your ad.
What are the different types of ad extensions?
Did you know that you can place snippets of code on your website that will track Phone Calls, Form Fills, Chatbots, and Button Clicks? You bet you can! Within the AdWords interface, navigate to the top right of the screen and click the wrench icon then click Conversions under the Measurement section. From there you'll select which conversion action you want and follow the instructions for implementation.
Why should you set up conversion tracking?
If you want to run tight campaigns (you should) you must install conversion tracking. Once you have those codes on your site you'll start to see which keywords are converting, their CPA.CPA: Cost-Per-Acqusition. This is the metric that shows how much you're paying for each lead or sale within your AdWords campaign. Also, remember the Ad Schedule and Location Targeting you set up in the tips before? With conversion tracking properly installed you'll be see which locations are converting and what are the best-performing times to be running ads.