The Basics of Online Advertising - According to Google AdWords.

If you're new to online advertising, the first step is to establish your advertising goals. You'll probably find it easier once you can answer these questions:

1. What does your company (or division) do? Do you have different product lines? What are they?
2. Who's your primary audience (target market) for your products and services? Do you need to reach different audiences with separate sets of keywords or ads?
3. What are you trying to sell or promote? What do you want people to do (buy, visit, download, subscribe)?
4. What results would you like to see? What would you consider a good return on your investment?

Each campaign -- whether you have one or multiple -- should reflect a single, overarching goal. When building a campaign, ask yourself "What do I want to achieve with this campaign?" Your answer might be to target a certain audience, sell more products, increase signups, or bring in more leads.
Some effective ways to organize your campaigns are by:

• Theme or product line (coffee products, tea products, gift baskets)
• Your website's structure, such as by categories (purchase, learn, signup)
• Different brands (X, Y, and Z)
• Geography (New York, Chicago, and United States)
• Language (English, Spanish, German)
• Distribution preference (search engines only, Display Network sites only, or both search and the Display Network)
• Budgets (different budgets per product line)