Campaign types explained

StructureMultiple campaigns, each with a purpose

AdBuilder divides your account into campaign types that each capture a different kind of search query. You can create multiple campaigns of the same type, each with its own budget and targeting. A new project starts with Brand and Generic; the rest you add as you wish.

The typesWhat each type does

• Brand: bids on your own brand name, with separate groups for brand terms, plausible typos and your website or web shop name.
• Competitor: bids on competitors’ brand names (their brand never appears in your ad copy, that is policy).
• Generic: category and industry terms, one ad group per theme.
• Specific: a dedicated ad group per product or service.
• Local: geo terms (your city and surrounding towns) combined with short service terms, plus radius targeting around your location.
• Long-tail: question- and intent-focused search queries ("how", "what", "when").
• Seasonal / Promo: time-bound offers, with urgency in the copy.
• Persona / Segment: aimed at a specific audience segment.
• Custom: you provide a name and an intent yourself; that drives the generation directly.