Hello. So in this video I'm going to get started with setting up a GDN campaign, and let's dive right into it. Mmm, you go into your Google Ads account and you click on new campaign. You just need to make sure that you're at the campaign level over here. Right, new campaign.
Now here's where a lot of confusion happens as to which option you need to choose. Now, there is one which says create a campaign without the goal's guidance. This does not mean we are not tracking conversions at all. I always use this one, because this gives me all the full features of Google Ads, whereas some of these, you will not get all the features, especially the bidding ones. Some of these ones have only got automated bidding. We want to completely go manual initially and then go on to target ROAS or target CPA bids. So I usually always start with create a campaign without the goal.
Right, then we want the display. You don't want to go smart display. You just want to check the second one, which is the standard display campaign. Now it will ask you for your website. I'm really not sure what this does, but hey, it's there. Just enter your web address, and if you want to find out what this means and why they want it, it says this step helps customise your campaign setup to focus on settings and features that can help you get the customer actions that matter most to your business. Well, I'm not sure how Google can do that just by looking at your website, but anyhow, I just put it in. If you want to take it out, it really doesn't matter.
Then you set up your campaign name. So I'm just gonna call it GDN campaign. Now, the naming convention is where a lot of people get confused as well, as to how you want to keep it. So the way I keep it is, I would put in over here the country first of all, then GDN. IMG is for image. There are different types of ads as well. You can run text ads as well as image ads. So you can, for text ads I would do text, so IMG, image, I would do image. If I'm running 24/7.
And then what I do is, I put in a target CPA or ROAS. So if I'm, let's say my, I'm generating leads and I want to buy a lead at 10 pounds CPA, then I can just make it like that. So it's up to you how you want to name it. Quite often what I also do is, instead of making it as a GDN, I set it up as the name of the targeting. So in this campaign I'm targeting by keyword or by topic or whatever. So it's entirely up to you. It's not a big deal how you name your campaigns, but if you have a consistent naming convention, then it looks, it's much easier to manage them afterwards.
Choose your location. In the case over here, I've got UK, or you can also go by advanced search and go by radius around a certain location, i.e. city or town etc. I'm gonna cancel that. In the target one, I want to choose the second one, people in or regularly in your targeted location. So I only want to target people in the UK. Language is English.
What you want to bid on at the moment. Now, what Google have done is they've made it a little bit tricky as to how to find the manual bid, because you, you can see that you can, you only have the focus, depending on, for conversions or conversion value. But if you click on here, then you get all the various options: manual CPC, target CPA, target ROAS and so on. Maximise clicks and the maximise conversions you need to test out, but they, they're not one of my favourite ones.
Manual CPC is mostly I use, and then once I've got enough conversions, then I go to target CPA. But if you are, you running an ecommerce website, then I would say you go after the ROAS instead of the cost per acquisition. The CPM, or the viewable CPM, is the cost per thousand. So if you are running a brand campaign where you just want to get your name out there in front of your audience, then I would say use this one, and this is also used for the video campaigns as well, for video ads.
So CPM means cost per thousand. So you will not get charged per click. If somebody clicks on your ads, then you will just be charged the viewable cost per thousand impressions. Right, okay, so I'm paying for clicks. I don't want to run everything on CPC to start with. I just want to have a simple bidding strategy of manual CPC.
Your daily budget, whatever you are comfortable with. Always keep it standard at the moment, to start with. I never use accelerated, because it tries to use the budget as quickly as possible in the first part of the day. And additional, ad rotation. What I tend to do is, I tend to start with do not optimise, because I want to get each and every ad run as much as possible, so that I can see which ones are working, which ones aren't working well. It's up to you how you want to run. If you want to run with the best performing ads, that's fine, but we'll show you that, how I set up all the multiple ads in each ad group.
Schedule. You can set up your schedule in here, whether you want to run on certain days or all days and what time of the day you want to do, run your ads. Start or end date. If it's for a special event or occasion, then I would say put in the end date, so that even if you have forgotten, the ads won't overrun and it will stop on, on that day.
And devices. I will show you afterwards how I make three separate campaigns, one for mobile, one for computers and one for tablets, and then run them separately and see which one is performing the best. And in fact, in there I'd forgotten to put in, if I was running this campaign for mobile only, then I would put in MOB, or tablet, for TAB, or computer would be COM, and then I can see it straight away that this campaign is for mobile only, and then I will only run mobile.
The reason I split them up is, mobile will always eat up all the budget and the other two devices don't get a look in. If I have got a separate budget for each one of them, then I can see which ones are performing and which one isn't performing, and let's say if the computer is not performing, then I can switch it off completely and put that budget into the mobile or the tablet.
You don't need to worry about the frequency capping, because we are not doing remarketing campaign right now, neither this campaign URL options or dynamic ads. We are just running a standard ad. And then you can choose which conversion you want to set up. If you have got specific conversions which you have set up in your account, then obviously you choose this one. Otherwise you can just set up a conversion at account level.
Let's say sign up to a newsletter. That could be a conversion, or a lead, a new lead, or a form fill, or a contact us page has been visited and a form has been submitted, or a phone call has been made. So I just use account level for the time being. And here you can exclude where you don't want your ads to show through. So if you don't want your ads to show on certain websites, then you just check them off and they won't be shown.
Then you set up your ad group name. Now, there's lots of different ways to set up the ad groups, and I'll go through with you in detail, but as this campaign is about keyword targeting, then I'm just going to call them, call this ad group keywords. I'm going to go down. Now you will see this content targeting over here, and this is where you will add your keywords.
And so you can see digital marketing. It's showing me the keywords on the basis of that URL which I put in at the top, when the campaign setup. Or you can enter a product or a service, and then it's going to give you relevant keywords, and then you, all you do is put them up in, one at a time, or you can copy and paste them from your keyword research. But you just make sure that you put in one keyword per line, and you do not want to be using any match types. Just go with broad match, because the other ones will not work. So you don't need to worry about exact, phrase or broad modified. Yeah.
Now over here you have two options. This is greyed out at the moment, but over here, content: only show ads on webpages, apps and videos related to these keywords. So I'm telling Google that, okay, show my ads on those pages of CNN or Huffington Post where these kind of keywords are on there. I find that is not very accurate. Google will go on a tangent and show your ads to all sorts of, on pages and websites, and you really need to make sure that you are excluding them as you, as time goes on. But I will show you other ways of targeting your audiences, which is a lot better than just targeting by keywords.
A targeting expansion. So I tend to keep it around the lower end, because as you go wide more, you will increase the traffic, but then the relevancy also goes down. So I tend to keep it here on the left-hand side. Ad group bid, I'm just gonna keep it at 50p. If your ads don't run, then increase the bids. So it says your typical bid for campaigns with similar targeting is 43p, so I'll just put it a bit more, and I'm going to create. I'll show you how to create ads and, in the next video. So that's it for now, and I'll see you in the next one.
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