Ads Delivery Method

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Image by Getty Images via @daylife

Continuing with our Common but Confusing AdWords Options, given below are solutions for some of the more such options


Ads Delivery Method: Determine how quickly your ads are shown each day.


Standard: Show ads evenly over time
Accelerated: Show ads as quickly as possible
First option is the best choice as it will enable you to show the ads throughout the day rather than in the beginning only. This will enable you to reach a wide range and demographics of audience.


Networks: It provides options to select Search and Display network. By default both are selected. The decision to run your campaigns on content network depends upon your choice. You should select Search Partners as well in Search network along with Google as it will provide more exposure to ads. Content network provides much lesser clicks than Search network but offer lower CPC and wide range of ad formats. It is recommended that you create a separate campaign for the content network as keyword and ad requirements are bit different from search network.


Position Preference: This refers to which position your ad will display on the search results page. Use this option only if you are comfortable paying higher CPC and focused more on gaining traffic only. Adjusting bids and positions manually will provide much higher return on investment.


Not all local businesses serve their customers from a brick-and-mortar storefront. For example, some businesses operate from a home address. Others are mobile and have no central location (e.g. plumbers). If a local business serves customers at their locations, it can list its Service Area in Google Places – the area it’s willing to serve – on Google.

Google Panda Update - Earning

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Recently Google announced a major algorithm update on how it ranks websites and this affected almost 12 % of the search engine results. "Panda Update" named after one of the Google's engineer was designed to get rid of low quality websites-websites with copied and low-value content that is of no use for the readers. At the same time, it aimed at providing better search engine rankings to the websites with original and informative content. With this update, it is now required to tweak your SEO strategies a bit in order to rank high is SERP. Focus on creating high-quality content for your website and you can use the Panda as an advantage.


Google has an Advanced location options which apply only to ads shown on the Google Search Network. Options include targeting users by their physical location, by search intent, or both. You can also exclude certain locations, either by physical location only, or by physical location and search intent. Search intent refers to location-specific terms in users search queries, such as san francisco bakery. Generally, the default settings are appropriate for the majority of advertisers. But in case you ship your product only to a limited geographical region, Or you are sure that customer outside a particular area is less likely to convert, you can disable the targeting using search intent. This will allow you to bring down the PPC cost although it may reduce the impressions as well.


PPC campaign for local businesses can be a bit different from the other larger businesses. For most local businesses, especially to start, I recommend using a geo-modified keyword campaign and then moving into setting up another campaign which is more of a keyword driven campaign rather than a geographically driven campaign (from a keyword standpoint). This is because starting out with a huge AdWords campaign can be overwhelming to a new user, which can lead to poor management and a poor account quality score right off the bat.

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