Create a Search campaign

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop-down in the section menu.
3. Click Campaigns.
4. Click the plus icon to create a New campaign.
5. Choose the goal of Sales, Leads or Website traffic.
   • You can also select Create a campaign without a goal’s guidance.
6. Under 'Select a campaign type' select Search.
7. Under 'Select the ways that you’d like to reach your goal', you can enter additional information about your business.
8. Click Continue.
9. On the next page, you'll enter a name for your campaign.

As you choose your initial targeting, think about the type of people who might be ready to buy your product, sign up to learn more about your business, or visit your website. Tick the box for Include Google search partners, if you’d like your ads to appear on additional search engines beyond Google.

1. If you untick this box, your ads will show on Google search pages in the Search Network, but not search partners.
2. Tick the box for Display Network to extend your reach beyond search results to other sites.
   • Most of your ads will likely appear on searches, but if there’s an opportunity to effectively show your ads on other sites, Google will take it. Learn more about Display ads and the Google Display Network
3. You can choose Location options to refine your targeting by the relationship that people have with the locations that you selected.
   • For example, this setting may be helpful if you’re marketing an event in Reading, Berkshire that’s mostly attended by people not from the area. In this case, you might select People searching for your targeted locations.
4. Select the geographic locations where your ads will appear or places that you’d like to exclude. Learn how to target ads to geographic locations
   • Exclusions can be helpful if you’re targeting a larger area and want to avoid a location within it. For example, you may want to target all of the United States, except a certain state or city.
   • If your location targeting is too narrow and your predicted clicks is 0, you’ll receive an alert to expand your location targeting.
5. Enter the languages that you’d like to target. The ads and keywords that you’ll create should be in the languages that you select here. Learn more about language targeting
6. You can add audiences to your targeting based on demographics, interests, online activity and remarketing. Learn more about audience targeting
   • Click Browse for options that may be relevant to your goals.

While targeting determines who views your ads, bidding determines what you want those people to do.

1. As you choose your bidding, think back to your campaign goal:
   • Want sales or leads? You might focus on Conversions. Learn how to set up conversion tracking for your website
   • Want website traffic? You might focus on Clicks.
   • If you’ve set up conversions and given them a specific value, you might put your money towards Conversion value. With this option, you can target a specific return on ad spend.
   • To maximise how often your ad shows, select Impression Share. You can focus on ensuring your ad shows on a certain percentage of visits to relevant search result pages.
2. If you’re more experienced with bidding you can Select a bid strategy directly. Learn how to determine a bid strategy based on your goals
3. Click Show more settings to select additional options:
   • Conversions: Select the type of conversion you want to bid for.
   • Ad schedule: Set a specific time and day that you want your ads to run.
   • Ad rotation: Choose whether to show ads that perform better more often or to show all ads evenly.

Ad assets provide many ways for people to interact with your ad, such as phone numbers, sitelinks or lead forms. Assets can also make your ads appear larger in search results.

1. Pick assets based on what might be helpful to potential customers:
   • Sitelink assets: Browse pages on your site.
   • Callout assets: Review unique offerings and promos.
   • Call assets: Call your business.
   • Structured snippet assets: Review a list of your products or services.
   • App assets: Visit or download your app.
   • Promotion assets: Get a discount on a product.
   • Lead form asset: Complete a form to get more info about your business.
   • Price assets: Browse your products or services and review prices.
   • Location assets: Discover where your business is located and get directions.
   • Image assets: Upload visuals to complement your existing text ads.
2. You can create new assets or select assets you’ve already created.
3. By default, sitelink, callout and call assets will populate. Click Ad asset to show all available assets.
4. Click Save and continue to save your campaign settings and set up ad groups.

'Standard' is selected as the default 'Ad group type'. Bear in mind, you can only use one type of ad group per campaign.

1. Name your ad group.
2. Enter keywords separated by a new line. Keywords determine the search results where your ads are likely to show.
   • Get ideas for keywords by entering your product or service under 'Get keyword ideas'. You can also use the Keyword Planner tool for additional guidance on selecting keywords.
3. Select keyword match types to control which searches trigger your ads. By default, your keywords will match to a broad set of related searches. To focus on specific groups of customers, you can add the following characters to your keywords to change how they match to searches:
   • Phrase match: Add quotation marks “ ” around your keyword to match it to a phrase and its close variations.
   • Exact match: Add brackets [ ] around your keyword to more closely target exact searches.
   • Negative keywords: Add a minus sign – in front of your keyword to exclude searches.
4. Click Save and continue.

1. Enter the final URL. When someone clicks on your ad, they’ll land on this page.
2. By default, only the domain will show up on the text of your ad. So if your final URL is 'example.com/shoes', your ad will show 'example.com'. To show more of your URL on your ad, you can fill in the display URL.
3. Write 1–3 headlines. These headlines will be the blue text at the top of your ad. Learn more about text ads
4. You can customise the URL that shows up on your ad by changing the display path. The display URL will not affect the page that people land on when clicking your ad.
5. Write up to two lines of description text. You can use up to 90 characters to describe your product or service and how it’s relevant to your customers.
6. You can add tracking parameters to your URL. These additions to the URL can help you track where your traffic is coming from, such as mobile devices.
7. Click Done to finish this ad.
8. Click New ad to add more ads to your ad group.
9. Scroll between ad groups to make sure that you’ve created ads for all of them.
10. Click Save and continue.
11. In the review page, you can access a list of issues that may limit your campaign performance.
12. You’ll notice alerts to fix issues related to your campaign. For example:
    • Billing issues
    • Missing keywords or ads
    • Invalid final URL
13. Click on Fix it to resolve the issues.
14. Once your campaign is ready, click the Publish button.
    • You can edit your settings, ad groups and ads in the ‘Overview’ page.

With Dynamic Search Ads, Google generates your final URL, headline and display URL. But you’ll still customise your ad description text.

1. Write up to two lines of description text. You can use up to 90 characters to describe your product or service and how it’s relevant to your customers.
2. You can add tracking parameters to your URL. These additions to the URL can help you track where your traffic is coming from, such as mobile devices.
3. Click Done to finish this ad.
4. Click New ad to add more ads to your ad group.
5. Scroll between ad groups to make sure that you’ve created ads for all of them.
6. Click Save and continue.
7. In the review page, you can access a list of issues that may limit your campaign performance.
8. Click on Fix it to resolve the issues.
9. Once your campaign is ready, click the Publish button.
   • You can edit your settings, ad groups and ads in the ‘Overview’ page.