Chapter 3 aga

1. Create a new Display campaign

You'll begin by creating a new campaign in your Google Ads account and selecting a
goal for your campaign. The goal that you select should align with what you want to
achieve with your campaign. For example, if you want to encourage people to visit
your website, select Website traffic when you create the campaign.

Create a new campaign and set a goal

2. Select your campaign settings

Your campaign settings allow you to choose the locations and languages where you
want your ads to appear. You can also select how often your ads appear to the
same customer, opt out of showing your ads on content that doesn’t fit your brand,
set start and end dates for your campaign, and more.

Choose locations and languages

Additional campaign settings
3. Set your budget and bidding strategy

Your budget influences how often your ads show and how prominently they’re
featured. Your bidding strategy determines the way your budget is spent. Display
campaigns support automated and Smart Bidding strategies that can manage your
bids for you and can help you meet performance goals.

Choose a budget and bidding strategy

Read our Smart Bidding guide

4. Choose your targeting strategy

Display campaigns offer multiple ways for you to reach people. You can:

 Let Google Ads find the best performing audience segments for you with
optimized targeting.
 Add additional criteria like audience segments or keywords (also known as
"targeting signals") to optimized targeting to find similar criteria to serve your
ads on.
 Or, turn off optimized targeting and choose targeting signals that make the
most sense for your campaign.
Set up targeting
Which targeting option is right for me?

 You want to reach and acquire new, relevant customers while

meeting your goals: Keep optimized targeting enabled. You don't
need to add targeting signals.
 You want to reach and acquire new, relevant customers, and you
have specific audience segments that you want to reach: Add
targeting signals to the campaign and keep optimized targeting
enabled.
 You don't want to look for new customers: Turn off optimized
targeting and use your current data segments.

Learn more about optimized targeting

5. Create responsive display ads

Display campaigns support responsive display ads. With responsive display ads, you
can upload your assets (images, headlines, logos, videos, and descriptions), and
Google AI will generate ad combinations for websites, apps, YouTube, and Gmail.

To improve the effectiveness of your ads, consider uploading:

 5 or more images
 2 or more logos
 5 headlines
 5 descriptions
 A video

If you want to have more control over the creatives for your Display
campaigns, you can also build and upload your own image ads.

When you finish, select Add to ad group. You can then choose to add a new
responsive display ad to the same campaign, or choose Next to finalize your
campaign.

Learn more about creating responsive display ads

6. Review your campaign

On the “Review” page, you’ll have the opportunity to review all of your setting
selections.
Here, you can address potential issues described in alert notifications. To do this,
click Fix it in the notification.

If you receive a notification about an issue preventing campaign

publishing, you won’t be able to publish your campaign until that issue
is resolved.

If you’re ready to publish, select Publish campaign.

8 Types of Display Ads You Should Know

Static / Standard Banner Ads

A banner is a simple image ad that is served onto a web page. Static banner ads
typically consist of a single image file with no audio, video or additional features.

The first static banner ad was published online in the October 1994 edition of the web-
based magazine HotWired. It linked to a series of filmed virtual museum tours and it
had classic click-bait ad-copy: Instead of showing the company’s logo, the banner
simply said “Have you ever clicked your mouse right HERE? YOU WILL”. The ad was
reported at the time to have a 44% click-through rate.

While standard banner ads are still commonly used, other forms of display advertising
may be preferable for optimizing click-through rate and making the best use of costly
ad space.

Animated Ads
Animated ads are a cut above static banner when it comes to capturing the attention
of the target audience. Animation creates movement that naturally catches the eye
and works against banner blindness, prompting target audiences to investigate your
creative. Animations can also be combined with audio to create long-form ads that
offer deep or complex explanations about a product, process or problem.

Another great aspect of animated ads is that they can offer an additional layer of
humor and fun that makes them more share-able than a typical banner ad. Animals
make it easier to create a narrative that the target audience can easily connect with.

Here’s one example of an animated advertisement for the meditation app HeadSpace.
This animation is informative, fun, and constructs a clear narrative around the product
and its benefits.

Here’s another animated advertisement for a roof replacement service that uses
the fast draw animation technique .
You can also check out this video ad for Planet Fashion that uses stop motion
animation.

Interactive Ads

Interactive advertisements provide embedded features that allow the audience to

immediately interact with the product or service.

One example of interactive advertisement is Playable ads. Ads for mobile video
games are often play-able, allowing users to test out a miniature demo of the game
interface that’s embedded into the ad. Playable ads are often displayed in other
mobile games or on gaming websites. Major brands like Wheat Thins and McDonald’s
have produced their own playable display advertisements to capitalize on this trend
and increase brand awareness.

Other interactive ads may ask users to fill out a lead form or respond to a poll in
exchange for access to gated content.

We’ve also seen interactive advertisements with coloring book functionality – the ad
appears in black and white coloring and users are invited to interact with the ad by
coloring in the images.

Video Ads
While video ads are primarily served through video content platforms like Netflix and
YouTube, they can also be distributed through display ad networks & social ad
networks.

The great thing about video advertising today is that almost everybody has access to
a mobile phone with reasonably high-quality video capture capabilities. There are
thousands of people shooting, editing and publishing video-based content,
advertisements included, on nothing more than a mobile phone.

Consumers love video ads right now. YouTube is the second-largest search engine on
the Internet and people spend 33% of their time online engaging with video content.
Videos also perform well on both handheld and desktop devices, they’re easy to
share, and many marketers have achieved higher engagement rates with video than
with traditional image ads.

Expandable Ads
Expandable Ads are rich media advertisements that can be expanded beyond the
original size of the ad unit. Some expandable ads can be configured to expand
automatically when a page loads. Others will expand following a user-initiated
interaction.
Expanded ads start off in the “invitation state” where they occupy a relatively small ad
unit on the page. After initiation, the Ad moves into the “expanded state” and takes up
more space on the page, often doubling or tripling in size.

Expandable display ads are still relatively uncommon, although they are being
increasingly deployed on both desktop and mobile display networks. Some digital
marketers consider Expandable Ads too disruptive to the user experience, but they do
a great job of overcoming banner blindness and can perform better than standard
banner ads .

Lightbox Ads
Lightbox Ads are an expandable ad format that was introduced by Google in 2012 for
use on the Google Display Network.

Lightbox Ads start off looking just like a standard ad unit, but when a user hovers their
cursor over one, it expands into a full-screen canvas takeover ad that can include
video, audio, animation and other features. To reduce accidental engagements, users
must hover their mouse over a lightbox ad for two full seconds to trigger the
expansion.

Lightbox ads provide an immersive experience that brings users away from the web
page they were browsing and into a full-screen advertising experience.

Interstitial Ads

Interstitial Ads are one of the types of display ads that have grown in popularity with
the rise of mobile technology.

Interstitial advertisements are full-screen ads that cover the interface of a host
application. They appear during transition points that naturally occur while users
engage with the app.

Interstitial ads are commonly featured in mobile games like Bejeweled . Each time a
user completes a level, they must sit through a loading screen before starting the next
level. Interstitial ads are often presented during these loading screens. Users on the
free version of the app may be required to view ads for a set time frame, while some
users may pay a one-time fee to remove interstitial ads from their platform
experience.

Either way, interstitial ads are one of the leading methods for monetizing mobile
games and applications.

360-Degree Video Ads

360-Degree Video Ads are one of our favorite types of display ads to engage with
online.

While video ads tell a story from a specific angle and perspective, a 360-degree video
ad is a kind of virtual reality that invites your target audience member to play a more
active role in engaging with the content. 360-Degree video ads respond to the
gyroscopes in the phones of mobile users, so they interact with the ads directly by
rotating their phones or moving through space.

Here’s just one example of what you can do with 360-degree video: shoot an elephant
safari! You can engage by dragging the video with your mouse on desktop, or with
your mobile phone touchscreen.

You will need some specialized equipment (both hardware and software) to get
started, but the possibilities are endless for creating high-performing display
campaigns with 360-degree video.

All features of display campaigns

Display campaigns allow you to reach a relevant audience with visually engaging ads as they browse millions of
websites, apps, and Google-owned properties, such as YouTube, to achieve your marketing objectives. Some key
features of display campaigns include:

 Highly specific targeting: Reach people actively searching for what you offer or show ads to people who’ve
visited your website or have used your app.
 Visually engaging ads: Display ads can be visually appealing, with images, videos, and animations to capture
users’ attention.
 Automated bidding: You can choose the level of automation you prefer in bidding, creatives, and audiences.
 Responsive display ads: Display ads that adapt to different screen sizes and devices, ensuring a consistent user
experience.
 Sales and leads: Use visually engaging call-to-actions to drive sales and signups.
 Awareness and consideration: Create memorable ads to make people aware of your brand or consider your
product.
 Flexibility: Choose the level of automation you prefer in bidding, creatives, and audiences.
 Data segments: Use your data segments to show ads to people who’ve visited your website or have used your
app.
 Targeting options: Target specific audiences based on demographics, interests, behaviors, and more.
 Ad formats: Choose from a variety of ad formats, such as image ads, video ads, and native ads.
 Budgeting and pacing: Set budgets and pacing to control your ad spend and ensure a consistent ad presence.

What is Remarketing?
Remarketing, also known as retargeting, is a very common and popular form of digital marketing
in which marketers serve ads to users who have visited their website, or a specific web page, and
who have or have not taken a specific action. It’s an effective way to target people who have
already shown some interest in your business or brand.

Because you are targeting past visitors or existing customers, it’s called “re”-marketing. Think of
it as a second chance to convert, up-sell, or retain customers with online ads or campaigns. You
can do remarketing in different ways and with different ad platforms, like Outbrain, Google ads,
or Facebook ads.

Example of remarketing

Here’s a fictional example: Joan visits the “Shoes R’ Us” web store, looks at a particular pair of
shoes, but doesn’t purchase them. Later, Joan visits another website – say, her favorite
entertainment news site. Shoes R’ Us is running a remarketing campaign via an ad network that
partners with this entertainment site. Joan sees an ad by Shoes R ‘Us featuring the same or
similar shoes to the ones she was looking at the other day.

The aim of the retargeting ad is to remind Joan of those shoes she was interested in, and maybe
by seeing the ad, she will be convinced to click and make the purchase she didn’t make
previously.

How Remarketing Works?

It’s not difficult to set up a remarketing campaign for your website. What it requires is pixel
installation.

When you create a campaign with a particular ad network, the network will provide you with a
small piece of code (called a pixel tag) to add to your website. Every time a new user visits your
site, the code will drop an anonymous browser cookie and the user will be added to your
retargeting list. When the same user visits another site that hosts display or native ads from your
ad network provider, the system will serve your ad to this particular user. This will occur as long
as you have an active campaign running.

Google’s move to shut down the use of third-party cookies will impact the ability of marketers to
remarket. That’s why it is important to advertise on platforms based on the use of first-party data
that allows tracking. The cookieless world is already happening, so start planning now for tools
and tactics that will allow you to remarket in the future

What does Engagement mean?

The term engagement within marketing is over 100 years old. It is part of a sales
strategy that is popular to this day called AIDA. This stands for Awareness, Interest,
Desire, Action (now sometimes expanded to AIDAS).
The strategy comes from a time when salespeople had to inform customers what a
product was before encouraging them to buy. This would involve several stages of
engaging people to get them into the right mental place to make a purchase of
something they had literally never heard of before (such as a vacuum cleaner).
The term has moved on repeatedly since then. In online advertising, engagement is
intended as the tool through which advertisers entice users to connect to their brand.
The IAB defines engagement as “a spectrum of consumer advertising activities and
experiences—cognitive, emotional, and physical—that will have a positive impact on a
brand”.

For most digital marketing practices (social media, SEO, display advertising etc),
engagement simply means clicking on the thing which the marketer wants you to click
on. By simply giving attention to something in any form, a relationship has begun to
form between the user and the brand.
Or at least that this the idea. Marketers have in general taken this idea to the extreme
by including muting an ad or expanding a tweet (as well as numerous other seemingly
inconsequential actions) as being valuable interactions.
While there is an argument to say they mean something, it is generally likely that they
are not equal in value to actually visiting an advertisers website.

Differentiate between in Search and Display Campaign settings

When it comes to differentiating between in Search and Display Campaign settings, there are a few key differences to
keep in mind.

Search Campaigns:

 Target users who are actively searching for specific keywords or phrases related to your product or service.
 Ads are displayed on search engine results pages (SERPs) and are triggered by specific search queries.
 Advertisers pay for each click on their ad, with the cost determined by the ad’s relevance to the search query
and the ad’s bid.
 Search campaigns are ideal for businesses that want to target users who are actively looking for their products
or services.

Display Campaigns:

 Target users who are browsing websites, apps, or videos that align with your target audience.
 Ads are displayed on various websites, apps, or videos, and are triggered by specific targeting criteria such as
demographics, interests, or behaviors.
 Advertisers pay for each impression (view) or click on their ad, with the cost determined by the ad’s targeting
and the ad’s bid.
 Display campaigns are ideal for businesses that want to increase brand awareness, drive website traffic, or
generate leads.

In summary, search campaigns are ideal for businesses that want to target users who are actively searching for their
products or services, while display campaigns are ideal for businesses that want to increase brand awareness, drive
website traffic, or generate leads by targeting users who are browsing online content.
Display ad vs. search ad models
While the formats of display and search ads can differ, so too does their pricing and
functionality model.

Search ads are often billed on a pay-per-click basis. That is, whenever someone clicks
on one of your search ads, you are charged. Display Advertising, on the other hand, is
typically bought based on impressions and reach. This model is called cost-per-mille
(CPM) – or, cost per thousand impressions.

While CPC and CPM use different pricing models, they can employ a similar auction-
based sales model – albeit with slight differences. For instance, CPC ad networks may
auction off ad space around specific keywords with pricing based demand, quality
scores, and click-through rates.

CPM networks tend to auction off ad space around context, then base their pricing off
who is willing to pay most for 1,000 impressions. As you might imagine, highly sought
after contexts (say, Taylor Swift related goods) can demand higher rates than more
niche contexts (perhaps miscellaneous washing machine parts).

1. Campaign Goal
I’ll be honest, it doesn’t matter what you choose here if you know what you’re doing, but it’s
technically a campaign setting, so I’m going to cover it.

First, when you create a new campaign, set your campaign goal.

Google Ads provides you with seven different settings but only allows you to pick one.

Each campaign goal represents a different guidance system that aims to help you better
manage your Google Ads campaign. Selecting a goal doesn’t affect how your account performs.
However, it will limit ad format options later on.
 Each goal is listed inside a box that can be hovered over to reveal more information.

In the screenshot above, each goal is listed inside a box. You can hover over each to see more
information.

Here’s a quick breakdown of what each campaign goal does.

 Sales – Suggests changes to your bidding and budgeting strategies that may increase
clicks from potential customers.
 Leads – Advises improvements to audience targeting, extensions, and ads.
 Website Traffic – Instructs you to set up dynamically generated headlines, extensions,
and bidding strategies that may increase clicks.
 Product and Brand Consideration – Provides advice for automated bidding, targeting,
and visually appealing ads that help drive engagement.
 Brand Awareness and Reach – Suggestions for creating compelling visual ads and
bidding strategies to attract more views.
 App Promotion – Advises changes to bidding strategies that may increase clicks and
potentially app downloads.
 Local store visits and promotions – Focus on in-person visits and promotions.
 Create a Campaign Without a Goal’s Guidance – Blaze your own trail.

Keep in mind that campaign goals and the suggestions they provide may or may not be helpful
or accurate. Sometimes they’re downright misleading. So air on the side of caution before taking
Google’s advice.

2. Campaign Type
Okay, this setting definitely matters. Once you choose your campaign type, you will be stuck
with it. You can’t change a display campaign to a search campaign or vice versa, so pay close
attention and make sure you pick the right campaign type.

If you’re like most advertisers, you’ll want to start with the Search network.

So many campaign types.

Selecting the search network as your campaign type allows you to show your ads on
Google.com, Google’s search partner sites, and the display network. However, always opt-out
of display when you’re setting up a search campaign.

It’s important to realize that visitors from different networks also belong to different buying cycle
stages. Basically, it’s tough to convert visitors who click on a display ad using a high threat offer
compared to visitors from the search network who are ready to purchase.
 Network options for search campaigns.

Search partner sites are okay to include at first. Then after a few weeks, you can check your
ads reporting to see how Search partners compare to Google. If you see that search partners
are hurting your performance, you can always turn it off.

3. Networks
Selecting a campaign type also automatically limits you to certain networks. So this section is
less about recommending a setting and more to inform you about each network.

There are five different networks to choose from inside the Google Ads umbrella. Here’s a quick
breakdown of each for you to consider before selecting a campaign type.

Search – Shows your text ads on Google.com and search partners.

Display – Shows your banner ads across thousands of sites across the web.

Shopping – Allows you to display product-based ads that appear above other ad types in
search results.

Video – Plays your video ads on YouTube and other partner sites.

App – Advertise Android or iOS mobile apps.

Each network serves a different purpose and allows you to show your ads anywhere your
prospects might hang out. For this reason, and many others, Google Ads has become the
number one PPC platform for advertisers worldwide.
4. Your Campaign Name
Naming your Google Ads campaign might seem unimportant, but following a naming structure
will keep you organized as your account grows.

In this case, the less complicated your campaign names, the better.

For example, you could put ad groups related to office chairs in one campaign named Office
Chairs.

You can also break out your campaigns into different categories as follows:

Generic Terms – Keywords closely related and don’t contain your brand name or competitors’
brand names.

Branded Terms – Keywords that contain your brand name.

Competitor Terms – Keywords that contain your competitors branded terms.

The easiest way to do this is to preface your campaign name with the category. For instance, if
you sell ULINE branded office chairs, you could group all the keywords related to ULINE office
chairs into a new campaign named ‘ULINE Office Chairs.’

Pro Tip: If you’re ever in doubt about whether or not you need to create a new campaign, start
by asking yourself, will these ad groups require their own landing page? If the answer is yes,
you should consider making a new campaign to house them. If the answer is no, then consider
keeping them under one roof for now.

5. Locations
Targeting the right geographic areas is vital to your campaign’s success. You can get everything
else right, but none of it will matter if you target the wrong locations.

Like my karate teacher always said, it doesn’t matter how hard you kick if you miss the target.

A little to the right.

So let’s get your locations set up the right way and make sure you don’t end up like this poor
guy.

By default, Google Ads is set to the United States, which is okay if you want to target the whole
country. Select Enter another location for more specific targeting.

Advanced search is the way to go.

From here, add locations using the search bar or click ‘Advanced search’ to open up a whole
new world of possibilities.

Inside the advanced search window, include or exclude locations, use radius targeting, and add
locations in bulk.
 Your location options are endless.

One of the least known secrets is the ability to select locations by clicking directly on the map.

Enable this feature by clicking ‘Show all areas’ in the upper right-hand corner of your map.
 Gotta love hidden features.

After you’ve enabled this feature, you can choose how you pick locations from the dropdown.
You can choose from the following options:

 Postal Codes
 Neighborhood
 City
 Airport
 Country
 University
 Congressional District
The map will then be divided accordingly. All you have to do is click on the areas you wish to
include or exclude. Do this when you want to target areas in unfamiliar locations; it should save
you the time of ever looking up another zip code.

Brick and Mortar Location? Use Radius Targeting

In addition to the other basic location settings, we have to mention radius targeting.

Radius targeting is a feature in Google Ads that lets you set a targeting perimeter around a
specified location.

So when should you use radius targeting? Radius targeting is perfect for any business that
requires customers to travel to a physical location. It’s also useful for companies that travel to
customers and have a limited service area.

Expert tip: You can use radius targeting to control bid amounts depending on how far away
your customers are. For example, you could increase bids for people that are closer to your
physical location. Doing so will help ensure Google shows your business’ ads to people most
likely to buy. For example, we set a 20, 15, 10, 5, and 2-mile ring ‘bullseye’ for brick and mortar
stores.
 The most aggressive bids should be at the “bullseye” of the radius.

But what happens when your brick-and-mortar location is visited by people up to 40 miles

away? Should you just throw in another 30-mile or 40-mile ring to your bullseye?

I cover that inevitability next.

How to Set Location Targeting for Larger Areas > 20 Miles Away
In large cities or suburban areas connected by major highways, brick and mortar businesses
often have a larger ‘customer radius.’ Often, rather than wanting a larger area in every direction,
companies want a more targeted approach.
In this case, consider testing cluster targeting rather than expanding your bullseye radius
targeting.

How do we do this? I’ll break it down for you.

First, set the radius to 5 miles, turn on pin mode, and go crazy.

Seriously, use the same radius targeting method to create multiple clusters within the city and
major commuter routes.

There are a couple of things to remember before I set you loose.

Use multiple clusters of radius targeting to customize your location settings.

For instance, remember your ideal customer persona. There will be differences, like
socioeconomic statuses, across the area you target. Let Google do the heavy work to determine
which side of the city matches your customer persona the best.

After, take your 5-mile pin tool and extend it out along major highways into suburban areas that
would still frequent your business.

Finally, change the radius to 15 miles and type in your exact location. Repeat a cluster using 10,
5, and 2 miles. You may feel a little confused when looking at the map you created, but Google
won’t be. The point is to give Google all the segmented information it could ask for.

Whether you optimize the campaign yourself or let Google optimize with an automated bidding
strategy, you’ll be glad when you can pinpoint the exact location your customers come from
(and where they don’t!)

6. Location Options
Here’s the thing, even if you set up the correct location targeting using the tips from the above
section, Google can still show your ad to people all over the world.

Really Google? Really?

Luckily there’s a quick fix for this, but you’ll need to expand the Location options. Google Ads
will default to the first setting: “People in…or who’ve shown interest in your targeted locations.”
This setting would allow someone halfway across the world to see your ads and click on them.
 Only show ads to people in your locations.

Simply change this setting to the second option – people in these locations. This will prevent
you from wasting ad spend on people outside your targeted locations and give you better
control over who sees your ads.

If you’re feeling extra cautious, you can also exclude everywhere outside of your targeted areas.

7. Language Choice
Contrary to popular belief, you don’t need to target the English language when your ads are
written in English.

Instead, target All languages. Why? Because your keywords act as the only language filter you
need.

For example, ‘mesa’ and ‘table’ register as different search terms, even if the keywords
represent the same item. If someone inputs the term ‘mesa’ when you’re bidding for the English
keyword, it won’t trigger your ad anyway.
 All languages for the win.

By contrast, if you set your language to English, you exclude anyone whose browser or device
settings are set to another language. Exclusions also include people with devices from other
countries who might be searching from a different Google domain (google.au, google.mx,
google.fr, etc.).

Bottom line, you don’t want to miss out on a customer just because their device is from another
country or they didn’t use English settings. All languages will make sure you keep those
opportunities.

8. Budget
Your daily budget doesn’t matter much. But you already knew that, right?

Right…

If setting a budget is giving you mad anxiety, then start low and increase it over time. However,
remember the more you spend, the faster you’ll be able to make improvements and see results.

Additionally, there are a few easy formulas that you can use to pick a starting daily budget if you
really don’t know where to begin.

Take your max CPC (cost per click) and multiply it by ten or twenty–whichever amount suits
your wallet best. For example, let’s say your max CPC is around $5. A reasonable starting
budget would be somewhere between $50 – $100 per day.
To calculate how much you’ll spend in a month, multiply your daily budget by 30.4 (or the
average number of days in a month.) Keep in mind, Google Ads can spend up to twice your
daily budget in a day but will never exceed your budget for the month.

To demonstrate, let’s say your daily budget is $50. With this budget, Google Ads could spend
up to $100 on some days, but never more than $1520 ($50 x 30.4) for the month.

Pro Tip: A larger daily budget increases your impression share. Because you can afford to pay
for more clicks in a given day, your ad is more likely to appear in search results.

9. Conversions
You have two Conversions settings options for your campaign within Google ads. You can
choose to Use the account-level “include in Conversions’ settings” or Choose conversion
actions for this campaign.

Don’t let this section confuse you too much. We recommend you stick with the default
conversion settings: Use the account-level “include in Conversions’ settings.”
Why? Well, the default carries a few benefits.

1. It includes a whole bunch of goodies on your reporting page, like what kind of conversion
actions users are taking in the campaign. You can toggle your view to see all or just a few of
these conversions.

2. Gives you a bit more control over automated bidding. You can tell Google which conversions
you’d like it to optimize in campaigns with automated bid strategies.

3. Gives a clear picture with the “Conversions” column, so you know what’s up when you
manage bids manually.

For example, consider this real-life application of conversion settings.

We identified two main conversion actions for a floral business: online sales and call-in orders.
Using the Use the account-level “include in Conversions’ settings” default, we observed
how many of each conversion type contributed to the overall conversion numbers in reporting.
Additionally, we assigned values to each conversion action. As a result, we could determine
which conversion type was driving more value (ROAS) in the campaign and react accordingly.

To sum up, the default setting lets you include valuable conversion action data in
the Conversions reporting column. Having that data also facilitates better decisions about bids,
whether Google’s making them or you are.

Speaking of bids…

10. Bidding Strategy

Currently, there are nine different bidding strategies to choose from, which can be downright
overwhelming. For now, focus on these two types of bidding strategies: manual and automated.

Manual: You set your own keyword-level bids and decide how much to pay for clicks. Your
manual bidding strategy option is Manual CPC.

Automated: Google adjusts your bids automatically based on data they collect. They also
decide how much you should pay for clicks.
 Google Ads Bidding Options.

Automated bidding strategies present themselves as a helpful shortcut that will save you from
spending hours manually adjusting your bids. On top of that, Google has made massive
improvements to these strategies, which use real-time signals we often can’t compete with. For
more tips on using automated bidding strategies, check out our guide to PPC bid management.

While it’s true that automated bidding will save you time, here are few situations where
setting manual bid settings could still serve you best.

1. You have a new account. When your account is brand new, it also means you have no
conversion data — a must if you want to make the most of your ad spend and lower your cost
per click (CPC). Consider allowing your account to collect this needed information over a month
or two before switching to an automated or Smart Bidding strategy.

2. Automated bidding is running wild. Manual CPC is always an option if you observe an
automated bidding strategy departing from your goal. Simply switch back for more precise
control.

Google Ads will default to an automated bidding strategy, so you’ll need to make a few quick
changes to unlock manual bidding.

First, click on Select a bid strategy directly. Next, open the dropdown and select Manual
CPC from the list. Finally, uncheck the box to disable Enhanced CPC.

That’s it. You’re all set for manual bidding.

11. Ad Schedule
When you set up your first Google Ads campaign, it’s usually a good idea to leave the ad
schedule set to its default setting. Default will run your ads 24/7/365 and allow you to gather
data about which times of day and days of the week perform best.

Schedule when your ads are shown.

If you’re running a lead generation campaign, it might be tempting to limit your campaigns
scheduled to run only during office hours. However, you may still be able to drive high-quality
conversions even with limited office hours and call-only campaigns. You’ll just need to be
diligent at returning their call the following business day, but you’ll never know if you limit your
ad schedule from the start.

Bonus Tip: You can use start and end datesto run seasonal campaigns or limited-time
promotions.

12. Ad Rotation
Since the switch to Google Ads (formerly Adwords), Google has added and retired several
features.
 It’s best to test your ads manually.

You now have two options when it comes to Ad rotation.

 Optimize: Prefer best performing ads.

 Do not optimize: Rotate ads indefinitely.

Google Ads defaults to the first setting and will attempt to pick the best performing ads for you
automatically. However, ad rotation campaign settings depend on your situation. If you’re short
on time, feel free to select Optimize; just keep an eye on your account.

Alternatively, if you want more control and have the time to make fine-tuned changes, set your
ad rotation to ‘Do not optimize’ and use an ad script to flag your winning and losing ads. This will
give you a more accurate way to A/B test your ads and ultimately lead to the best performing
ads.

Pro Tip: Contrary to what some people (ahem… Your Google Ads Rep) say, you don’t need to
have three ads running for each ad set. In fact, most of the time, you’ll want to stick with a
simple A/B test unless you have enough traffic to justify splitting your traffic out to three ads. If
you don’t have enough traffic, then splitting your traffic three ways will slow down your test
results and hurt your performance.

13. Ad Extensions
What if you could make your ads bigger than all your competitors’ ads without spending more
money? That’s basically what ad extensions will do for you.

Google ad extensions are hands down one of the best ways to improve your click-through rates
(CTR) and maximize your campaign performance.

Example of a seller rating extension.

Ad extensions are additional lines of text that appear below your ad’s description. As a result,
they make your ad bigger and more noticeable in search results. The more prominent your ad,
the more likely searchers will click it. This results in a domino effect that improves nearly all your
key performance indicators from increased CTR, decreased CPC, and lower costs per
conversion.
 Your Competitors Tiny Ads vs. Your Ads With Ad Extensions

The best part is ad extensions are easy to create and add to your campaign.

Lots of ad extension choices.

You’ll have nine different ad extensions to choose from, all with their unique characteristics and
advantages.

Don’t get overwhelmed by all your options — start with universal extensions. These include
the three ad extensions Google recommends every advertiser use: sitelinks, callout extensions,
and structured snippets.

Sitelinks: add additional links under the main text ad in search—sitelinks direct searchers to
important pages on your site.
 Sitelink extension.

Callout extensions: these are 25-character chunks of text that give the most exciting and
valuable qualities about your business a shoutout.

Callout extension.

Structured snippets: niche product types? A unique range of services? Structured snippets
give searchers a glimpse into the small detailsyou think your customers will find most valuable.

Structure snippet.

See more about ad extensions in our article: Google Ad Extensions: 10 Types and How to Use
Them.

14. IP Exclusions
IP exclusions allow you to block specific IP addresses from seeing your ads.
These exclusions are particularly useful if you think your competitors might be clicking on your
ads. It’s also a good idea to exclude your IP address, so you don’t skew the data by accidentally
viewing your own ads.

To emphasize, let’s look at an industry with one of the highest costs-per-clicks: law. We’ve
heard first-hand accounts of law firms hiring people just to click on their competitors’ ads. The
result? Thousands of wasted advertising dollars (and usually an ad budget that runs out first
thing in the morning, so your competitor’s ads show instead). So if you’re involved in PPC for
lawyers or simply have a CPC of over $50, then definitely spend some time with IP exclusions.

So how do we check to see if this is needed? Use the Ad Preview and Diagnosis tool.

The right way to search for your ads.

You can add IP exclusions to your Google Ads campaign after the initial setup process is
complete.

Competitors don’t need to see your ads.

To set them up, navigate to your campaign settings, click additional settings, and select IP
exclusions. Then enter the IP addresses you wish to exclude and click save.

15. Campaign URL Options

This setting allows you to add URL tracking parameters on the campaign level.

Campaign-level URL tracking is helpful if you need to track something specific on only one
campaign. Ultimately, you can save yourself some time and redundancy by adding your tracking
template at the account level. This will apply the same tracking template to all campaigns in
your account.

Nonetheless, you can find your campaign URL options on the campaign Settings page under
additional settings.

Easily add URL tracking parameters.

You can use a tool or build your tracking template from scratch. Once you have the code
snippet, copy and paste it into the tracking template field and click save. Now Google Ads will
automatically append this to every URL in your campaign.

Tracking parameters give you additional insight into prospects and can be used to complete
hidden form fields on your landing pages.
Finish Up Google Ads Campaign Settings
If you followed along and created your campaign with all the correct settings, then I’ve got some
good news for you: you may only have to do it this once!

In fact, after you create a Google Ads campaign with the correct settings, you can easily apply
these settings to all future campaigns.

Just click ‘Load campaign settings’ when you click the button to create a new campaign, and
Google will automatically load those settings from existing campaigns. You’ll avoid the hassle of
running through settings each time you make a new Google Ads campaign.

What’s more, choosing the right setting for your campaigns will improve your Google Ads
performance and help you maximize your ROI.

Do you have questions about your Google Ads campaign settings that I didn’t cover in this
article? If you do, leave them in the comments below!

What is Ad-delivery in google adword:

Ad-delivery in Google AdWords refers to the way your ads are displayed throughout the day. There are two main ad
delivery methods: Standard delivery and Accelerated delivery.

Standard delivery is the default setting for all campaigns, and it aims to evenly distribute your budget across the entire
day. This means that your ads will be shown at a consistent rate throughout the day, helping to maximize your ad
performance and budget.

Accelerated delivery, on the other hand, spends your budget more quickly, usually at the start of the day. This method is
useful if you want to prioritize showing your ads to users as soon as possible, even if it means exhausting your budget
earlier in the day.

In addition to these two main methods, you can also set specific ad scheduling to control when your ads show. This
allows you to target specific times of the day, days of the week, or even specific dates to show your ads.

By choosing the right ad delivery method and setting, you can optimize your ad performance, control your budget, and
reach your target audience more effectively.

Understanding ads placement:

Ad placement refers to the process of determining where to place ads on a website or platform to maximize their
effectiveness and revenue. It involves understanding the audience, ad viewability standards, and ad placement criteria to
ensure that ads are displayed in areas that are most likely to be seen and engaged with by the target audience.

To improve ad placement, it’s essential to use analytics to understand where your traffic is coming from and which pages
are getting the most traffic. This can help you identify which ad placements are most popular with advertisers and focus
your efforts on those areas. You can also use ad management tools to track how much each ad size or type is earning and
adjust your ad placement strategy accordingly.

Ad placement criteria include the size, type, and location of the ads. For example, you can find ad placements noted like
this: “300x250” or “leaderboard” or “mobile app”. Ad viewability standards, set by organizations like the Interactive
Advertising Bureau (IAB) and the Media Rating Council (MRC), should also be considered when creating ad
placements.

In addition, placements are locations where your ads can appear on YouTube or the Google Display Network. These can
be websites, mobile apps, video content, or individual ad units. Google presents sites and mobile apps sorted according
to how useful they think the inventory will be for you.

By understanding ad placement and following best practices, you can improve the effectiveness of your ads and increase
revenue for your website or platform.

How to do add placement in google adwords

To add a placement in Google AdWords, you can follow these steps:

 Log in to your Google AdWords account and navigate to the “Campaigns” tab.
 Select the campaign you want to add a placement to.
 Click on the “Ad group” tab and select the ad group you want to add a placement to.
 Click on the “Targeting” tab and then click on “Placements” in the left-hand menu.
 Click on the “Add placement” button.
 Enter the URL of the website or the topic you want to target in the “Placement” field.
 You can also use the “Topic” field to target a specific topic or category.
 Click on the “Save” button to save your changes.