C. Editing Your AdWords Campaigns

altOnce
you have a campaign set up and running, you inevitably will want to
make some adjustments to it, either to maximize the performance of a
well-running campaign or to kick-start a potentially dead-end campaign.
AdWords makes the process of editing various aspects of your campaign
quick and easy.

We’ll touch on two categories of campaign changes
that you can make at any time — on your campaign settings, and on the
various details of the campaign itself.

Editing Your Campaign Settings

You can change your campaign’s details and settings at any time through one of two means:

  • The Edit Settings button on the Campaign Summary page
  • The Edit Campaign Settings link on the Campaign Details page

The various settings that you can change include:

  • Campaign name and end date
  • Daily budget
  • Ad
    delivery method (either the Standard option to show your ads
    periodically throughout the day or the Accelerated option to run your
    ads as much as possible until you’ve met your daily budget).
  • Bidding strategy
  • Distribution of your ads throughout the Google networks
  • Your language and location settings
  • Preferences with regard to the placement of your ads
  • Special demographic options with regard to your ad display
  • Arranging for your ad to appear on specific dates and times
  • Whether you want better-performing ads to appear more often, or equal distribution of all your ads

Editing Campaign Details

The
Campaign Details page for a particular campaign can be accessed by
clicking on the campaign name in the Campaign Summary. This page
enables you to make changes to your campaign in the following areas:

  • Change the status of your campaign — for example, from Pending to Active, or from Active to Paused.
  • Add negative keywords to your campaign
  • Indicate sites and/or categories where you do not want a particular ad to appear.
  • Rename ad groups within a campaign and change the status of those ad groups.
  • View your current ad groups or create a new one.
  • Look at summary statistics for each ad group, including current bid settings and average ad position.