- [Instructor] Moving through the campaign settings wizard,
you'll have the option to configure locations.
Now, by default, Google Ads has set the location
for ads to run in all countries and territories.
And beyond this, it'll give you some
broad options for starters.
For me, I can select to target the United States and Canada,
the United States, or I can simply enter another location.
And if I select enter another location,
I'm going to be prompted to include a specific location.
Let's say, for example, we want to target San Francisco.
So I enter in San Francisco.
And from here, I can see all of the matches
that are available to me.
So I see at the very top, San Francisco, California,
the city, and I can see the reach.
This includes 11,100,000 people.
And I can select target.
Or below this, I see a much larger region,
which includes San Francisco, Oakland, and San Jose.
There's also the San Francisco Bay area,
San Francisco County,
even the San Francisco International Airport.
Once you identify what you're interested in,
you can simply select target.
Alternatively, you can exclude a particular location
or select nearby.
You have tremendous granularity
in how you can target your ads.
In this case, I'm going to select
the San Francisco Bay area and choose target.
From here, we can see that this location is now added.
And from here, I can simply add or exclude more locations
until this list matches what I'm intending for my targeting.
Now below this, we have a dropdown for location options.
This is where things get even more interesting.
For starters, you have the ability to target people
that are in the presence or have the interest in
the location.
As a hotel, this could be particularly important.
I want people that aren't only locals
searching for a hotel room in the city,
but also those who are traveling from out of town
into San Francisco.
If I'm only targeting San Francisco,
then someone searching in say, Los Angeles, California
isn't going to see my ad.
Now, if you want to get really locked into
a specific region, you can select presence,
which is people in or regularly in your targeted locations.
And on the flip side, if you want to run an ad
that is not available to locals,
it's not available to anyone presently in that location,
you can choose search interest,
which is people searching for your targeted locations.
It's here that you can play around with these options
to really dial in the location targeting
that makes the most sense for your objectives.
Next, you'll be able to select the languages
that your customers speak.
In this case, it's defaulted by English,
but if you wanted to target a different language,
such as Spanish, you can simply type it in
and select the option.
Now, once we've done that,
we can see that we're now targeting
both English and Spanish.
And if I wanted to remove one, I'd simply select the X icon.
From here, we move on to audiences.
So I'll select audiences to open up this view.
This is where you can really start to refine
the way that your campaign is going to be brought to life.
Now, even though we're setting up a search campaign,
which is based on keywords,
we can still actually refine the audience
that's allowed to trigger this ad.
For example, you can search for particular refinements,
or you can select browse to see
all of the options available to you.
Here, we can look at who they are,
which are detailed demographics,
things like parental status, marital status, education,
home ownership status, and employment.
So we can select home ownership status,
and then choose renters.
This means when someone types in a search query
that triggers my ad,
Google then has to figure out if they believe that
they're a renter.
If Google believes that the searcher is a renter,
then they'll show the ad.
If they think that they're a homeowner,
they won't show the ad.
Again, this can really help you narrow down
who you're targeting.
Now, by default, it's very typical to leave audiences blank.
However, you can play around with this
to continue to refine the focus of your campaign.
And you'll always have the ability to add in
and layer in more audience data at any point in the future,
so don't feel like you're stuck
having to configure this right out of the gate.
Now the final piece here is
your audience's targeting setting,
and this allows you to dictate
how you're going to control these restricted filters.
You have two options, targeting and observation.
If you select targeting,
this means that the ads will automatically narrow.
You will only reach those that you've selected
with that specific criteria.
If you select observation, the ads actually don't narrow.
They will still show to everyone,
but you then have a report on how your ads are performing
specific to this criteria.
So you might be thinking,
"well, why would I use observation?"
Well, with both options,
you can adjust your bids based on this criteria.
So if you use observation,
you can see how Google categorizes folks
and you can identify patterns.
Perhaps a particular group converts better,
in which case, you could then opt to bid
more money on that group than another group.
So this retains your broader reach,
but lets you refine by increasing or decreasing
your bids based on these parameters.
So if you're just starting out,
I'd encourage you to stick with observation.
Now at this point, we've taken care of locations,
languages, and our audience,
and this represents the basics of our first campaign.
The next step is to develop the actual ad groups and ads.
Now, one helpful detail is, at this stage,
or any stage, really, you can simply close out of
this campaign, so I'll choose next.
And then, I'm simply going to choose the X icon
in the upper left-hand corner.
And what Google Ads is going to do is save this as a draft.
From here on our overview page,
we can see the draft campaign
and it's as easy as selecting resume draft
to jump back in and see where we left off.