For ensuring a successful Google AdWords campaign, the key is to sticking to the basics and also knowing what exactly your target audience expects from you. Highlight those aspects in your campaign. Once you spell out your goals, leveraging the powerful tool becomes that much easier. As is evident, with AdWords, what ultimately matters is the result your ad campaign produces in terms of increase in your sales, leads, subscriptions, downloads and ROI.

As we have grasped in the previous post, the questions that you should be asking yourself when it comes to evaluating your campaign’s performance are: Is your ad properly running? How is the Quality Score? Are you being able to make it profitable? Last but not the least, are you being able to meet the expectations of your audience even while achieving your goals?

For each campaign, you will select appropriate network and device settings for the relevant ads. The chosen settings decide where exactly online and on what types of devices your advertisements will appear. You will notice the following options on the settings portion of a Campaigns tab that you need to choose from:

• Google search – With this particular choice, your ads can appear just alongside Google searches, which precisely match your major keywords.
• Search partners – Opting in to the Search Network will let your ads appear on other Google products, such as Google Groups, Google Product Search and relevant search sites (AOL and Ask.com).
• Display Network partners – By opting in to the Display Network, your ad can appear on websites that feature content related to it, comprising other Google products, such as Gmail and other relevant sites (About.com and NYtimes.com).
• Internet devices – You can decide whether your ads will appear on desktops and laptops alone, only on iPhones as well as other mobile devices carrying full Internet browsers, or all of these.

Keep in mind another important aspect that if you are keen to advertise a range of products, services or sites, you should come up with multiple campaigns and new ad groups.

You can do so by accessing the “Create a new campaign” section. Once you create another campaign or ad group, a navigation tree will appear on the side of your Google AdWords account. It will let you quickly skip to the new campaign or any ad group you are interested in checking.

It is also very important, as we have already discussed, to know your broad advertising goals.  Of course, extent and scope of success with Google AdWords may acquire different connotations for each individual advertiser based on their specific business goals. Accordingly, each individual business owner may decide how he or she is going to approach a campaign and also measure its success.