Google Moving to Google AdWords A Hands-On Guide for Premium Advertisers - Manual (Page 9)

1. Plan your campaign
Defi ne your campaign objectives. Review what you need to accomplish:
build sales, grow leads, generate memberships, drive subscriptions.
Determine your performance metrics. You can measure success by level of
traffi c, sales, leads, or data you obtain from other tracking mechanisms.
Know your customers. Your understanding of your customers can help you
target the right messages, creative, and keywords to them.
Country and language targeting. Target your campaign to specifi c countries
or domains for more than 250 countries in up to 14 specifi c languages.
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