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How to Set Up Your Google Ads Campaigns: Week 4

Welcome to Module 4 of The Google Ads Masterclass, where you'll learn how to set up your Google Ads campaigns, according to the type of campaign you choose to run (which is the next natural step after learning how to structure your account) 

This module covers a step-by-step guide with instructions on how to create and set up campaigns correctly in Google Ads. The following types of campaigns are covered:

  1. Search
  2. Display
  3. Retargeting
  4. Smart
  5. Shopping
  6. Video
  7. App

Before we move into the nitty-gritty, you must know the importance of creating a campaign correctly and what happens otherwise.

Why Is It So Important to Set Up Google Ads Campaigns Correctly?

Your high-level campaign details matter a lot. This includes ad groups, keywords, ads, budget, targeting, and all the settings you need to adjust.

When you change something at the campaign-level (via campaign settings), it impacts all the ad groups, keywords, and ads that belong to the campaign. For example, if you exclude a location from targeting at the campaign level, it will be removed from all the ad groups and ads. However, if you exclude the same location from an ad group setting, it will impact the ads within that ad group.

Any settings or tweaks that you make at the campaign level apply to all the ad groups and ads within that campaign. This is primarily why setting up campaigns correctly in the first place is crucial.

As you'll start setting up campaigns, you'll notice the importance of setting everything correctly and how a single change (no matter how minor) influences everything throughout the campaign.

However, what’s more important than campaign settings is the way your campaign is linked to your advertising goals. Each campaign you create has its own objective and selecting the right campaign to achieve your advertising and business goals is the most important step of the process.

If you select the right campaign (to meet your objectives) but set it up incorrectly (e.g. by messing targeting settings), you won’t see any positive outcome. 

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How to Set Up a Search Campaign

If you want to show ads on the Google search results page, a search campaign is the best choice for you. Follow the steps below to set up a search campaign correctly in Google Ads.

Sign in to your ads account and click New Campaign:

Start a Google Ads Campaign

You'll be asked to select a goal. You have two choices:

  1. Select a goal from the list of available goals and then select search campaign
  2. Or, you can skip goal selection and create a campaign without it.

We have covered each campaign type in detail in the previous modules and you know when to use each one, so let’s skip goals and click Create a campaign without a goal’s guidance:

Google Ads campaign tutorial

You can select the campaign type on the next step. Click Search:

Create Google Search Campaign

You'll be asked to select results that you want to achieve from your search campaign. In other words, what exactly you want to achieve from your search campaign. The options include website visits, phone calls, and app downloads.

Check Website visits and enter your website URL. Click Continue to move to the next step:

Set up Google Ads campaign for website visits

You'll arrive at the campaign settings page which is the first step (out of four) of the setup process:

Setting up Google Search campaign

Campaign Settings

This step lets you manage the following settings:

  1. General settings
  2. Targeting and audiences
  3. Budget and bidding
  4. Ad extensions

Let’s cover each in detail:

Here is an overview of the general settings of the campaign that include its name, networks, start and end dates, campaign URL options, dynamic ad, and scheduling:

Give a name to your campaign according to the account structure you created in module 3 and uncheck Display Network since you are running ads on the search network only. Keep Include Google search partners checked as it will increase your ad reach:

Google Ads campaign settings search network

Add an end date to avoid running your campaign forever:

Leave other settings as they're and move to the Targeting and audiences. It has three critical settings: Locations, languages, and audiences.

The Locations let you target a specific location, country, state, city, region, or postal code. You can also target all countries and territories or exclude a location:

Google Ads Search location settings

Select the right Target option from the list and Exclude option:

Google Ads Search Location Exclusion

If you have a local business or if you target people in a specific location, choose Presence: People in or regularly in your targeted locations, so that your ads are shown to people who are located in the location.

Select language that your customers speak:

Select audiences based on demographics, affinity, in-market, and similar audiences:

Google Ads Audiences

Select audiences targeting settings. It is recommended to stick with the Observation and later narrow the reach based on data:

Google Ads Targeting vs Observing

Enter budget in the Budget and bidding section. The amount you add represents what you can spend on a daily basis:

Budget and bidding setting in Google Ads

Next, select bidding with a focus on clicks and add maximum CPC:

Budget and bidding setting in Google Ads 2

You can also switch to impression share for a search campaign where you can bid specifically for the top page, top position, or anywhere on the results page:

Google Ads Setting focus

Finally, you can add relevant ad extensions:

Google Ads extensions set up

Once all the campaign settings are done, click Save and Continue to move to Step 2.

Set up Ad Groups

There are two ad group types: Standard and Dynamic. Select Standard as it is easy to manage and gives you more control over ad groups. Also, give a name to your ad group based on the structure you developed:

Set up ad groups in Google Ads

Next, add keywords that you want to target for this ad group. You can add a product or service to get relevant keyword ideas. It is recommended to use your buyer persona for the keyword list:

set up Google Ads keywords

You can add more ad groups and add keywords similarly for all the ad groups:

New Ad Group Google Ads

You can view Daily estimates for each ad group in the right sidebar that shows you clicks per day, cost per day, and average CPC:

Google Ads Daily Estimates

Click Save and Continue when you are done.

Create Ads

This is the third step where you'll create your ads for all the ad groups. You can choose between responsive search ads or text ads. Responsive search ads let you add multiple headlines and descriptions that Google matches randomly for relevance. The headlines and descriptions are matched randomly without any order.

Text ads are recommended as they allow you more control over your ads. Your text ad will appear as-is with the same headline and description.

Switch to text ads and create no more than 3 text ads per ad group. Click New Ad to create a text ad:

Create text ad Google Ads

Each text ad has a final URL, 3 headlines, 2 descriptions, and an URL display path:

Google Text Ad Elements

You can preview the ad for both mobile and desktop in real-time, to see how it looks. Once you have created an ad, click Done and Create Next Ad:

Google Ads text ad setup

After creating all the text ads for all ad groups, click Save and Continue to move to the next step.

Review

This is the 4th step in the campaign setup process where you'll see a complete review of your campaign before publishing it. You'll see suggestions at the top that will help you improve campaign performance:

Google Ads Review Stage

It is highly recommended to fix all the suggestions to improve campaign performance.

You'll see an estimate of total clicks and cost per day along with an overview of the campaign:

Google Ads setup estimates

Check and verify the number of ad groups, number of keywords, and number of ads:

Google Ads setup checks

Click the arrow to review more details:

Google Ads campaign review

If you want to change anything, click Back or simply click the Step from the top menu to go to a specific step:

Google Ads campaign setup edits

Once everything is finalized, click Publish to finalize your campaign:

That’s how you'll create a search campaign. The process to set up other campaign types is mostly like these except for a few changes.

How to Set Up a Display Campaign

The initial steps are similar to setting up a search campaign. Click New Campaign > Create a campaign without a goal’s guidance > Display.

You'll then be asked to choose between Standard vs. Gmail campaigns. A Standard display campaign is recommended unless you only want to have your ads shown in people’s inbox:

Google Ads setup display campaign

Add your website URL, and click Continue:

It has a two-step process that begins with campaign creation. Give a name to your campaign based on the structure, select location, and languages:

You can choose to bid for High Quality Traffic or Viewable Impressions. Traffic is ideal for clicks while impressions are suitable when you are trying to improve brand awareness and want people to see your ad only:

Bidding Options Google Display Campaign

Select your bid. Go with manual bidding as it lets you control your cost:

Google Ads Manual bidding

Set your daily budget, ad schedule, start and end date, devices, ad rotation, and exclude content if you don’t want to show your ads for specific content type:

Next, you'll create an ad group. Give a name to your ad group based on the account structure:

create ad group google display campaign

Select target audiences from the Audiences section. You can browse audiences or search for your target audience via keywords, interests, or other variables:

Google Display Ads Target Audiences

You can also select detailed demographics for targeting that include gender, age, parental status, and household income:

Google Display Ads Demographics

The Targeting expansion lets you increase reach by reaching similar audiences that you have selected. Use this for brand awareness campaigns as you'll be able to show your ad to more people. Targeted campaigns aimed at generating sales must have a specific reach:

Add your Ad group bid. You'll see an average bid based on your targeting options. It is recommended to stick with the average bid or maybe a little higher:

Google Display ad group bid

You can check estimated ad performance on the right sidebar. Tweak your bid to see how it fluctuates your ad performance and impressions:

Once you are done with the bid, you'll have to create your ads. You can create Responsive display ads or upload your display ads:

Google Display responsive ads

Upload your ad and add URL:

Google Display upload ad

Check Google’s display ads specifications here to understand ad sizes. Only correct display images will be uploaded. Once you have added images, click Add to Ad Group to create an ad group:

You can create more ad groups by clicking New Ad. Once you are done, click Create Campaign:

Google Display create campaign

Review your ad on the next page that shows you a full summary of your campaign:

Click Continue to Campaign to finish setting up your display campaign.

How to Set Up a Retargeting Campaign

You can create both search and display retargeting campaigns. But before you can create a retargeting campaign, you need to set up a Google Ads tag that lets you add website visitors to the remarketing list.

Click Tools & Settings and Audience manager under Shared Library:

Set Up Google Retargeting Campaign

Click Audience sources and select Set up Tag:

Retargeting Campaign Audience Sources

Check Only collect generate website visit data to collect general data about the visitors. There are certain industries where you can collect more specific data. These include education, flights, hotels, jobs, local deals, retail, travel, and travel. You can create your custom actions too if your sector isn’t listed.

If you need more specific data, check the second checkbox, and click Save and Continue:

Google Remarketing Data

Select how you want to set up a tag. The best and easiest option is to install it yourself by putting the code in between <head></head> tags on your website:

Install Google Remarketing Tag

Copy your code and click Continue. Finally, click Done:

You have successfully installed the Google Ads tag. You have to create a remarketing list that is the collection of website visitors that you use for remarketing campaigns.

Click Audience lists from Audience manager. Click Add button and select your desired remarketing list:

Select Website visitors, give a name to the audience, select List Members:

Select Visitors of a page to track people who visit a page on your website. Enter URL you want to track:

Google Ads Setup Page Visitors

Click Create Audience to create your list.

Once you have created a list, you can create a remarketing campaign. Display remarketing campaign is the most common one. You have to create a display campaign normally (as discussed above). In Audiences, click Browse > Remarketing and similar audiences:

Google Ads remarketing targeting audiences

Select the list you created:

remarketing targeting audiences setup

Move to the Targeting expansion section and Off it:

Complete the remaining steps and finish your remarketing campaign. You can create a remarketing campaign for other campaign types too following the same process. You have to create a remarketing list and select it in the audiences option.

How to Set Up a Smart Campaign

A Smart campaign is used to run automated ads on Google. Creating a smart campaign is a simple process. Sign in to your Google Ads account, create a new campaign without a goal, select Smart, select desired action, and click Continue:

Set up Smart Campaign

You'll be asked several questions that you have to answer to create your campaign. Enter your Business name and click Next:

Add URL and click Next:

Google Ads Smart Campaigns Setup

Your website will be scanned and you'll see the preview of the page where people will land after clicking your ad. Review it and click Next:

Google Ads will find the best ad campaign for your website. Create your ad by filling in the details:

write ad Google Smart Campaigns

Click Next after adding all the details. You'll get a list of keywords (auto-generated based on the URL you added). Add/remove keywords and click Next to move to the next step when done:

Select the target location on the page. Add target country, state, or zip code. Click Next when done:

Google Smart Campaigns targeting locations

Select Budget from pre-selected options or set your daily budget. Click Next to proceed:

Review your campaign and check ad preview. You can edit anything you want. Click Next to publish your campaign:

Please note!

Smart campaigns are extremely easy-to-setup but it doesn’t give you full control. It isn’t recommended to create a smart campaign for the following reasons:

  • Smart campaigns are optimized by Google Ads. You don’t get to see a lot of reporting data. This gives you limited access to tweaking and analytics. You don’t get to know what’s working and how it is working because optimization is done automatically.
  • Limited reporting restricts your learning. You don’t get a chance to understand your audience.
  • You can’t add negative keywords in a smart campaign.

Automation isn’t bad but if you can’t control it, don’t do it.

How to Set Up a Google Shopping Campaign

You need to have a Merchant account linked to your Google Ads account to create a shopping campaign. If you don’t have a Merchant account, click here to create it now. Follow instructions to create and activate your account.

Once your account is active, link it to your Google Ads account. Send a request to link the account from Merchant Center. The request will appear in your Google Ads account. Click Tools & Settings > Linked accounts:

Set up Google Shopping Campaign

Click Details in Google Merchant Center:

Approve the pending request from your merchant center to link your account.

Once your accounts are linked, you can create a shopping campaign. Create a new campaign, select Shopping, select your linked account and country, and click Continue:

Give a name to your campaign and move to the Bidding section. You have two options to choose from: Manual and automated. Manual is the recommended bidding strategy you must use. Add daily budget and set campaign priority level:

Google Shopping Campaign Bidding setup

Select targeting appropriately (as discussed above) and move to the ad group creation. If you want to promote a single product, select Product Shopping. If you want to promote different products in an ad, select Showcase Shopping:

Create your ads just like display ads by adding photos, headlines, description, and URL:

Once you are done, click Next to publish your campaign.

You can create both smart and standard shopping campaigns. It is recommended to create a standard shopping campaign as it provides you with all the targeting and budgeting options. You are in control.

How to Set Up a Video Campaign

You can create several types of video ads via a video campaign. To get started, create a new campaign without a goal and select video in campaign type. Select a relevant subtype for your video campaign from the following list:

  • Custom video campaign
  • Non-skippable in-stream
  • Outstream
  • Drive conversions
  • Ad sequence
  • Shopping
Set up Google Ads video campaign

Custom video campaign give you flexibility so let’s proceed with it. Give a name to your campaign and select a bid strategy. You can choose Maximize CPV or Target CPM. Cost per view is suitable for band consideration and ad interaction while cost per thousand impressions is best for brand awareness:

Google video campaign bid strategy

Enter your daily budget or campaign total budget, select start and end dates, and networks where you want your ad to show:

Select locations and language. In the Inventory type, the recommended inventory is Standard inventory as it shows your ads on content that is most suitable for brands. It excludes sensitive content:

Google Video Ads Inventory

Next, click your ad group. Give a name to your ad group, select demographics, audiences, keywords, topics, and placements:

Enter your Bidding for the ad group:

Google Video bidding setup

Finally, enter the URL of your video ad. You need to host your video on YouTube to complete this step. Simply add URL and click Create Campaign:

Review and confirm your campaign and proceed to publishing. Follow the same steps to create other video campaign subtypes.

How to Set Up an App Campaign

You can promote your app via an app campaign. You can promote apps on both Android and iOS platforms. Before you can create an app campaign, you need to go ahead and have your app added in Google Ads account from Tools & Settings > Linked accounts.

Follow these steps to create an app campaign.

Create a new campaign without goal guidance, select App, and choose campaign subtype: App installs or App engagement:

set up Google App campaign

Select app platform and locate your app. Click Continue to proceed:

set up Google App campaign for Android

Give a name to your campaign, add target location, select language, set a daily budget, campaign optimization, and bidding. The important thing here is campaign optimization that lets you focus on action and target users:

Set up Google App Campaign details

Once you have completed all campaign settings, click Save and continue. In the next step, you'll create an ad group. Give a name to your ad group and create your ad assets that include two headlines and a description:

Google App campaign headline

You can add up to 20 different assets including videos, images, HTML5. This is, however, optional:

Google app campaign assets

Click Save and continue when you are done to complete the setup process.

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Conclusion

There are multiple campaign subtypes for each campaign, we only covered a single campaign subtype here to give you an idea of how to get started. The campaign types and subtypes covered in this module are the most popular ones.

If you want to try other subtypes, feel free to do so. You know how to create a new campaign and complete the setup process. Targeting, bidding strategy, audiences, and ads are the most crucial elements in any campaign type. Focus on these when setting up a campaign.

We have created checklists you can use for each campaign type to simplify the campaign set up process. Simply follow the steps and create a campaign in minutes. Download our checklist in the upper right corner of this page and get those ads rollin' 💙


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