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Demand Gen Campaign Set Up Guide

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40 views17 pages

Demand Gen Campaign Set Up Guide

Uploaded by

feroboualleg
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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DEFINEDIGITALACADEMY.

COM

GOOGLE ADS
DEMAND GEN CAMPAIGN
SET-UP GUIDE
BEFORE WE START: GOOGLE ADS
DEMAND GEN CAMPAIGN SET-UP

1. Make Sure You Have Active Audiences in Google Ads


that have at least 100 users that you can use as your
“seed list” for lookalike audiences.

To check this in your Google Ads Account go to:


Tools > Audience manager
BEFORE WE START: GOOGLE ADS
DEMAND GEN CAMPAIGN SET-UP

2. Make sure you have specific video ads that includes the 5
core elements of:

A strong ‘Hook’ that grabs the users attention in the


first 6 seconds which makes them want to watch your ad
and not skip your ad as soon as they get the chance.
Highlights a problem or builds desire
Introduces your product as the solution
Builds trust & authority
Has a strong & clear call to action
BEFORE WE START: GOOGLE ADS
DEMAND GEN CAMPAIGN SET-UP

3. Have images ready for your ads along with headlines &
descriptions.
GOOGLE ADS: DEMAND GEN
CAMPAIGN SET-UP GUIDE

1. Select New Campaign

2. Select “create a campaign without a goal’s guidance” as


this will allow you to select from all of the available
campaign settings..

3. Select Demand Gen


GOOGLE ADS: DEMAND GEN
CAMPAIGN SET-UP GUIDE

4. Remove any conversions you do not want to focus on for


this campaign.

5. Name your campaign and select your campaign goal


GOOGLE ADS: DEMAND GEN
CAMPAIGN SET-UP GUIDE

Selecting Conversions or Conversion Value will give you the


option to select your conversion actions and nominate a
tCPA or tROAS
GOOGLE ADS: DEMAND GEN
CAMPAIGN SET-UP GUIDE

Selecting Clicks will take your directly to Budget & Dates


GOOGLE ADS: DEMAND GEN
CAMPAIGN SET-UP GUIDE

6. Add your Budget & Campaign start and end dates

Budget: Additional to running a daily budget you can also


select a Campaign Total budget option which allows you to
specify a total budget for a period of time. (ie: $500 over 14
days)
GOOGLE ADS: DEMAND GEN
CAMPAIGN SET-UP GUIDE

7. Location and language & devices

Location and language targeting can be added at the ad


group. Setting it at the ad group level allows you to adjust
these settings while the campaign is active.
Devices: If you are wanting to drive conversions that require
people to go to a website I will unselect “TV Screens” so
that my ads do not appear on TVs as it is very unlikely that
someone will click on an ad if they see your ad on a TV
Screen.
GOOGLE ADS: DEMAND GEN
CAMPAIGN SET-UP GUIDE

8. Create your Ad Group(s)


GOOGLE ADS: DEMAND GEN
CAMPAIGN SET-UP GUIDE

9. Add your Ad Group name and select your Location &


Language targeting preferences

Locations: don’t forget to define in “Location options”


whether you want your ads to only target people currently
“present” in your location or use the “presence & interest”
targeting option.

Languages: As a rule you only want one language for an


individual campaign, because Google does not translate
your ads.
GOOGLE ADS: DEMAND GEN
CAMPAIGN SET-UP GUIDE

10. Add your Audience targeting

Lookalike Segments are built from your first-party customer


data which you can then use to reach new similar
customers.
Note: you need a minimum of 100 people in your first-party
customer data
GOOGLE ADS: DEMAND GEN
CAMPAIGN SET-UP GUIDE

11. Opt in or Opt out of Optimised targeting

You may want to test to see the results for your account
optimised targeting. It will be more accurate if you already
have larger “seed lists” and conversion data.

If you only have smaller lists of less than 10,000 I would


opt-out of optimised targeting.

12. Select your ad type


GOOGLE ADS: DEMAND GEN
CAMPAIGN SET-UP GUIDE

13. Create your ads by adding your videos or images along


with your headlines, descriptions and URL

Video Ad Example
GOOGLE ADS: DEMAND GEN
CAMPAIGN SET-UP GUIDE

Image Ad Example
GOOGLE ADS: DEMAND GEN
CAMPAIGN SET-UP GUIDE

If you want to create multiple Ad Groups or Ads use the side


navigation.

14. Review & Publish your Campaign

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