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AdWords Campaigns

Google has a large presence and many partner websites across the Internet. Understanding how AdWords advertising interoperates with Google's various networks is essential to running a successful AdWords campaign. In this topic, you will learn about the types of networks, the types of campaigns available in AdWords, and how to choose which networks are best for your advertising campaign.

The Google Search Network

Google has several networks on which you can advertise. One of the primary networks is the Google search network. The Google search network includes the Google Search site, the search sites that partner with Google. The Google search network includes Google Search, Shopping, Maps, Images, and Groups. Google partner search sites include AOL and Amazon. People who execute searches on those sites will see AdWords ads. When configuring an AdWords campaign, you have the option of selecting the Google search network, Google search partners, or both.

The Google Display Network

Another Google network is the Google display network, formerly called the Google content network. The Google display network includes more than a million websites, videos, and apps. For example, websites such as and display AdWords on their sites. Display network ads don't look like AdWords test ads. They include images, videos, and formatted text that meet the criteria for the websites they are advertising on. AdWords ads can also appear in videos on video sites such as YouTube. Organizations can upload videos and place advertisements within them, and individuals can opt to have ads run inside their videos for money. Apps on mobile devices and tablet computers can also display AdWords ads. Again, these ads are formatted differently for these platforms and often take the form of banner ads. As an AdWords advertiser, you have the option of running your ads on some or all of these networks and devices.


An advertising campaign is a push, general through media, the web, and other outlets to get a message out and generate some sort of result. In business advertising, campaigns often focus on new products. When the latest version of a smartphone is released, you will see ads for it on television, in magazines, and on the web. In AdWords, a campaign is a set of keywords, ads, ad groups, bids, and configuration settings designed to target a specific audience, to get a specific result. You can have multiple campaigns running in AdWords to sell multiple products and services.

AdWords Campaigns as Part of Large Advertising Campaigns

For Many small businesses, AdWords campaigns are their preferred and only method of advertising, often replacing business directory (Yellow Pages) ads. Larger companies often have a persistent AdWords presence, constantly advertising products and services ( is an example), and will incorporate more targeting AdWords campaigns into larger advertising initiatives.

Campaign Types

There are two campaign types you can select in AdWords: the Standard campaign and the All features. There is no additional cost for selecting an All features campaign; it simply enables more features that need to be configured.

Campaign Type Features Description
  • Basic location targeting
  • Basic bidding and budget settings
  • Common text ad extensions for phone number, location, URL, social link

Use this option for basic, or starter text and search network campaigns, that don't include the display network. If your campaign requires specific geo-targeting, advanced features, or ad experiments, you need to use an All features campaign.

These are commonly used features in text ads that run on search networks. These features allow advertisers to provide additional information through their ad such as a phone number, URL, link the Google Plus, and location information.

All features

Everything in the standard campaign plus the following:

  • Advanced social and experiments
  • Ad scheduling and delivery options such as content rotation or optimization
  • Advanced location targeting including specific and radius targeting
  • Advanced language settings
  • Mobile app extensions
  • Advanced keyword setting
  • IP address exclusions
  • Display Network tab

Provides more options for better control of most aspects of your campaign, if you need them. Often used for more advanced campaigns crossing regions or language boundaries, if scheduling ads to run at a certain time of day is necessary, or if running a display network campaign.

These additional settings and extensions provide more fine-grained control for targeting where and when ads appear, including configuration of specific locations where ads will run (countries, regions, even a specific radius). Allows advertisers to schedule ads to run at specified times and select languages the ads will run in. Provides the Display Network tab that allows advertisers to manage placement of ads on websites, and associate ads with topics, interest categories, and demographics.

Google AdWords skills are the fastest way to grow your business, and a Google AdWords certification is the best way to demonstrate competency in Pay Per Click advertising. Whether your goals are to boost your sales, boost your branding, or even boost your resume, our Google AdWords Training Boot Camp is a great place to start. Learn these and more advanced lessons from a real instructor. With real-world examples and exercises, you will be an expert in Google AdWords by the time you leave. Sign up today!