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 see 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 extensions to your ads
With Search, Video, and Discovery campaigns, you can add additional information to your ads like more website links, directions, or a phone number to call.
These extensions 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 extensions and extensions you can select based on your business goals.
6. Create ad groups
For all campaigns, except Shopping, 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.
7. Select your targeting
Targeting helps define how narrow or broad your audience targeting will be. Without targeting, your ads will have the widest 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.
8. Set up conversions
Conversion tracking can help you track the actions that you want customers to take on your website. They can greatly improve your ability to assess the effectiveness of your ads, targeting, and overall campaigns.