Learning and review periods
After you make a change to your bid strategy, there may be minor performance fluctuations as Google Ads optimises your bids. To indicate this, your bid strategy status may be labelled as 'Learning'. You can hover over the status to learn why your bid strategy has the 'Learning' status. It’s recommended that you allow around 50 conversion events for the 'Learning' period to elapse before making bidding changes.
As a good general rule, wait 50 conversions before making changes to your campaign.
Give ads at least 24 hours to be reviewed and approved.
For Total budgets, make sure that you publish the campaign within two working days so the campaign scales at the right time.
Instructions
Step 1 of 6: Create a new campaign
You can duplicate, delete and create a new campaign or ad group from the left-hand navigation menu.
- In your Google Ads account, click the create button
and select Campaign from the list.
- Add the campaign name.
- If you’re using product feeds to show your products in your ads, click on the toggle to 'Run a product feed campaign'.
and select Campaign from the list.Step 2 of 6: Choose an advertising goal
When creating a Demand Gen campaign in your Google Ads account, you’ll select one of these advertising goals: Sales, Website traffic, Product and brand consideration or Create a campaign without a goal’s guidance.
Then, you’ll select your conversion goals based on that advertising goal.
Step 3 of 6: Set up campaign-level targeting
Device targeting
Device targeting allows you to target your ads to people based on the device that they're using. Learn more About device targeting.
For Demand Gen campaigns, device targeting can be set at the campaign level.
In the 'Devices' section, you can either choose to show your ads on all eligible devices or set specific targeting for devices. Showing ads on all devices can help you expand your reach. If you want to focus your reach on specific devices, you can choose to target computers, mobile phones, tablets or TV screens.
If you select mobile phones and tablets, under 'Advanced targeting for mobile phones and tablets', you can choose all or specific operating systems, device models and networks to target.
Language and location targeting
To help ensure that your ads reach the customers that you want, you can include the languages that your customers speak and the locations that you want to target. Learn more about location and language targeting.
By default, targeting is set at ad-group level to better optimise your ads’ performance. Language defaults to 'All languages' and location is set to 'All locations'. Changing targeting to the campaign level is only recommended if you need to target a radius around a location.
Follow the steps below to enable campaign-level language and location targeting:
- Navigate to the bottom of the page and look for the 'Location and language' section.
- Toggle the 'Enable campaign-level location and language targeting' switch. This will allow you to set the location at campaign level.
- Select Advanced search to open the map interface. Here, you'll also be able to target by radius of your chosen location.
Step 4 of 6: Set up bidding and budget
Your budget influences how often your ads are shown and how prominently they are featured.
Your bidding determines the way your budget is spent. Learn more about campaign budgets and bidding.
- Choose your bid strategy. Your bid strategy is how you optimise bids to meet your advertising goals. You can choose between:
- Choose your campaign budget type and enter your budget. Minimum budget values are enforced to meet the requirements of delivery.
- Daily budgets: You can set a daily budget or the average amount that you want to spend each day.
- Note: Setting a start and end date for your campaign is optional for this budget type.
- Total budgets: You can set a total campaign budget and Demand Gen will aim to evenly spend, but not exceed your total budget over the duration of your campaign.
- Note: Setting a start and end date for your campaign is required for this budget type. Learn more About campaign total budgets.
- Daily budgets: You can set a daily budget or the average amount that you want to spend each day.
Step 5 of 6: Ad-group updates – reach people searching for your brand or business
With audience targeting, you can reach new and relevant audiences that are likely to convert, people in a certain location, those who speak a specific language, those with a particular interest and people similar to customers of your products or services. You can also define your location and language at ad-group level if you did not already at campaign level.
- Choose an existing audience by searching for any existing custom segments, your data segments or lookalike segments, or by selecting specific interests or detailed demographic information. You can also create a new audience in the ad-group level Audience builder.
- Keep or deselect optimised targeting. It’s recommended that you use optimised targeting for optimal campaign performance.
- Note: When optimised targeting is enabled, demographic expansion will also take effect. This means optimised targeting may target beyond your selected demographic signals, like age, gender, household income and parental status, to help drive enhanced campaign performance. Advertisers with sensitive content will still comply with the age restrictions. You also have the option to restrict demographic expansion to the age and gender specifications, although this may limit your campaign’s performance.
- Exclude specific audiences, such as your data segments or lookalike segments, based on your audience strategy.
- Make demographic selections to focus only on specific demographic segments.
Step 6 of 6: Create your ads
You'll create your ads at ad-group level. To create a new ad, select New ad in the drop-down menu under the ad group that you want to create the ad for.
- You will be able to choose between:
- Video ads: An ad with a single video
To create a new video with the Video Builder in the Media Picker, follow these steps:
- While creating an ad, click + Videos on the 'Videos' card.
- On the 'Choose YouTube videos to use in your ad' window, click the Create button.
- From the wide variety of templates available, select the best suited template and click Use template.
- Create assets for each scene of your video. Enter desired text in the text bar and click Next.
- Click +Image and select images for the scene.
- Crop the image as required and click Select.
- Click Save.
- To add more scenes to the video, click Next and repeat steps 4–7.
- From the right-hand-side 'Video settings' panel, adjust the settings as required. Learn more about Adjusting the Video settings.
- Click Continue to upload.
- Enter the video name in the 'Video name' text bar.
- Select which channel you want to upload your video to:
- Your video ad storage channel, created by YouTube
- Your own channel
- Click Preview high-quality video from the announcement box to preview the high-quality version of your video.
- Click Upload video.
- From the 'Asset library', select the video and click Save.
- Continue creating your ad.
Adjusting the Video settings
Click on the < button to expand the 'Video settings' panel. Adjust the settings to best suit your video’s requirements.
- Colours: Select the colour that you want to display in the background of the video.
- Font: Select the font family and font weight for your scene text.
- Music: Select from the list of available music to play in the background of your video.
- Voice-over: Adjust the voice-over-messages setting to create a voice-over for your video. Learn more about adding voice-over to your video.
- Image ads: An ad with a single image
- Carousel ads: An ad with multiple images in a carousel
- Insert ad name.
- Select or add media assets. Learn more about Demand Gen campaign ad asset specifications.
- Add up to five logos.
- Include your text assets. Learn more about Demand Gen campaign ad asset specifications.
- Use ad strength rules to set your ad up for success.
