When creating a new campaign in your Google Ads account, there are different options to choose from:
At Crealytics, the campaign name is defined in the Search Platform. Therefore, the name appearing in the Google Ads interface is created automatically when importing all campaigns from Crealytics’ Search Platform into the interface.
The first decision to make is the network type you want to target your ads to. There are three options:
- Search and Display Networks (not recommended)
- Search Network only
- Display Network only
At Crealytics we always keep search and display ads in different campaigns, both for manageability and reporting purposes.
Next, you choose which specific sub-type of campaign you want to create. You can choose between “Standard” (not recommended) and “All features” campaigns. The latter includes more specific features, such as ad extensions, ad scheduling and delivery method, advanced language, and location options.
Then, depending on whether you create a Search or Display campaign, more advanced type options are available. These include product listing ads (PLA), dynamic search ads for search and mobile apps, and remarketing for display.
If you create a search network campaign, you are asked to select whether or not to include search partners. Google Search Network includes a group of hundreds of search sites that partner with Google to show ads.
This option allows you to ensure your ads appear to users in specific geographic locations of interest. Targeted locations can be added one by one. Advanced location options are used to further define targeting and exclusion methods. Here, you can specify your TARGET locations (you determine if your ads can appear for people based on where they are likely to be physically located or the places that they have shown interest in) or EXCLUDE locations (you determine if your ads can be excluded for people based on where they are likely to be physically located, or if they should also be excluded based on the places that they have shown interest in).
With language settings, users who have selected a specific language as their interface language can be targeted. We recommend our customers to use “all languages”, in order to avoid any loss of impressions.
Bidding and Budget
To run campaigns on Google, it is important to assign a daily budget and decide whether to manually or automatically set bids for clicks. At Crealytics we always set bids manually to use our bidding optimization techniques. A default bid has to be chosen, but it is used only in case bids at ad group or keyword level are not specified. A more advanced option, the delivery method, can be standard or accelerated. By selecting the standard delivery method, ads are shown evenly over time. By selecting the accelerated delivery method, ads are shown more quickly until the budget is reached. For more information concerning Bidding and Budgeting, read the corresponding sections.
Ad extensions are used to include additional information in the ads. The available ad extensions are:
- Product Listing ads
- Dynamic Search Ads
- Advanced settings: several additional options are included in the advanced settings. The most important ones are ad rotation and exact and phrase match. The ad rotation selection determines how often Google delivers your active ads in relation to one another within an ad group.
NOTE: Crealytics recommends using the “Rotate Evenly” option, as all ads are shown independent of their performance. This is advantageous when testing new ads in an optimization process.
The ads are optimized by us without Google’s interference, as it is possible to opt out of this function (that will automatically optimize your ads after 90 days).
With exact and phrase matching, your ads can show for close variants of your exact match and phrase match keywords. Close variants include misspellings, singular and plural forms, acronyms, stemming, abbreviations, and accents.
The schedule option allows you to decide a start date, end date, and ad scheduling for ads.
Finally, the Tracking URL for dynamic links is used to track the clicks on dynamically generated links used in the ads.