The search campaign creation page asks a series of questions to create the initial settings for the campaign. These settings can be changed at a later time. Each setting has a question mark that displays a tool-tip when you hover over it. This comes in handy in the case where you need to be reminded about your settings or need a more detailed explanation about specific settings.

The first thing asked on the campaign creation page is for you to name the new campaign. It’s ideal to name the campaign something that represents the product or group of products that you are marketing. This also assists in creating effective brand marketing. If there is something about this new campaign that differs from other campaigns selling the same or a similar product, e.g. location or language you’re targeting, you might want to add something indicating that in the campaign name.

For example, if you’re advertising an auto repair shop in Spanish, similar to the one you have in English, you can name this campaign ‘Auto Repair-ES’. You have the option to change your campaign name at a later time.

Next, you’re asked which networks you want your ads displayed on. With search advertising, your ads can be on the search results pages of Google.com or on the websites of Google search partners. Google search partners are websites, external to Google, that use Google’s search engine inside of their website. If you’re establishing a new campaign with a limited budget, you should initially opt-out of this option as its traffic can be of lower quality.

Google also gives you the option to supplement your search campaigns with display ads that are automatically placed on websites that Google determines has traffic that is likely to convert for the keyword you are bidding on. Once your campaigns are performing, this is something to consider. Again, if you are starting with a limited budget, it’s best to target narrowly and then expand after your ad is profitable.