This article helps you get a sense of the key considerations in setting up a successful Google Ads campaign. These features work together to help you design and manage campaigns that further your specific advertising goals.
You can use this quick start guide as you prepare to set up a campaign.
1. Define your objective
Each campaign begins by choosing a goal. This goal focuses your campaign on delivering a specific outcome:
The objective you choose will inform the options you select when setting up your campaign.
2. Choose a campaign type
After selecting a goal, you’ll notice a list of recommended campaign types to reach it. Your campaign type determines where your ads will show and what they’ll look like.
What are the campaign types?
3. Set a budget
You’ll set an average daily budget to control how much you spend with your ad bidding. You can change it at any time.
4. Choose your bidding
If you’ve selected a campaign goal, when selecting a bid type, you’ll notice a recommendation for bidding focus, for example, “conversions”, based on your campaign goal.
This is to ensure that your campaign is designed to meet your specific goal. For some campaign types, if you choose not to select the recommended bidding focus, you can choose an automated bidding strategy, for example, Target Cost Per Acquisition (CPA) or Target Return on Ad Spend (ROAS).
5. Add assets to your ads
With Search, Video, Demand Gen, and Performance Max campaigns, you can add additional information to your ads like more website links, directions, or a phone number to call.
These assets give people more reasons to choose your business and typically increase an ad's click-through rate by several percentage points. Learn more about ad assets and assets you can select based on your business goals.
6. Create ad groups
For all campaigns, except Shopping and Performance Max, you'll group sets of related ads together around the same targeting. For example, you'd group ads that focus on dress shoes together and have them target people searching for dress shoes.
Shopping campaigns use product groups to group a set of related products around the same targeting.
7. Select your targeting
Targeting helps define how narrow or broad the audience for your ads can be. Without any targeting, your ads will have the widest possible reach. Targeting your ads lets you hone in on the specific customers who are interested in what you have to offer.
Common forms of targeting include keywords, audiences, locations, topics, devices, and remarketing. Specific targeting is only available in some campaign types (for example, in Performance Max you can’t choose to serve ads to only specific customers like women aged between 18-24, or customers already on remarketing lists. Instead you can provide these specific customers as audience signals to your Performance Max campaign to speed up Google AI).
8. Set up conversions
Conversion tracking can help you track the actions that you want customers to take on your website. They can significantly improve your ability to assess the effectiveness of your ads, targeting, and overall campaigns.