Starter Google Search Ad Campaign Targeting Options [Cheatsheet]

For Google you have targeting options in your campaign setup and then on the keyword level – let’s review:

• Whether you target networks (network options explained here)
  • Only Google Search – Do this!
  • Add “Search Network” – Deselect this!
  • Add “Display Network” – Deselect this!
• Location targeting (and specifically targeting method)
  • Target people in, show interest in, your targeted location – Deselect this!
  • People in our regularly in your targeted locations – Do this!
  • People searching for your targeted locations – Ignore this!
• Audiences – Ignore this but good for running AB tests later!
  • Who they are (demographics)
  • What they are actively researching (in-market)
  • How they have interacted with your business (remarketing / similar audiences)
• Keyword match type (match types explained here)
  • Broad match – Don’t do this!
  • Phrase match – Start here if you plan to “refine” keyword targeting down over time
  • Exact match – Start here if you plan to “expand” keyword targeting over time or want to “set it and forget it”
• Bidding
  • Manual bid strategies
    • Manual CPC – Start here!
  • Automated bid strategies – Ignore these but good for running AB tests later!
    • Target CPA (cost-per-action), Target ROAS (return on assets), Maximize clicks, Maximize conversions, Target search page location, Target outranking share, Enhanced CPC, Target impression share
  • Device bid adjustments – Ignore this! (comes later)