Changing Campaign Choices: You're a Space Scientist
Lately, I have been fielding calls from advertisers who are
asking if they have the ability to change their campaigns, or to make
adjustments to their keywords. I was surprised by this, and wanted to set the
Your campaign is not set in stone. The campaign has to be
created, fine tuned and then launched, but it’s not a missile, meant for a
single purpose. Think of it like a space shuttle. You launch it, let it take
tests and collect data, and then it returns to earth, where you can examine its
You learn from these experiments, create new ones in your
lab at NASA, and then load the new tests into the ship. You repeat this until
you are able to turn that hypothesis into a theory. Your campaign is the
shuttle Discovery, and you have the ability to re-mold it to your purposes.
You have several options to do this within your account. You
can change your campaign settings at any time you log into your account, based
upon your needs. You can change your geo targeting, daily budget, default ad
description, title and destination URL under the Edit Campaign link:
This will bring you to the Edit Campaign page.
Why would you want to change these things? You may want to
improve your click through rate by editing your ad copy in your description and
title to more targeted messages. Perhaps you are receiving traffic, but your
daily budget is limiting the amount of clicks you are receiving. You can raise
the budget here. Perhaps your destination URL needs to be updated with new
tracking tags. There are several good reasons to visit this page.
Another place where you can make edits is at the keyword level.
If you click on each keyword, a dialog box will appear. Here, you can change
keyword bids, keyword match types, keyword specific descriptions, titles and
Why would you want to make changes here? Perhaps you would
like to bid on all three match types for your keywords at the same time.
Perhaps you want to make ad copy that is hyper targeted to your surfers.
Perhaps your website’s landing pages have been updated and you want to attach
them to your keywords for a higher CTR.
Your campaign is fluid. It can be adjusted at your pleasure.
Be sure, however, that you are changing based upon actual data. Examine your
campaign, look at the results, and find solid reasons to make changes. You can
change and update at your will, but do so wisely.