Create a Google Ads display campaign in new Search Ads 360

This article applies only to Google Ads accounts in the new Search Ads 360.

You can create a display campaign in new Search Ads 360 or sync in a display campaign that you created in Google Ads.

1. Create a display campaign in new Search Ads 360

Sign in to your new Search Ads 360.
Navigate to a Google Ads client account.
From the page menu on the left, click Campaigns.
Click the plus button , then select New campaign.
Choose Sales, Leads, Website traffic, or Brand awareness and reach.
- If you don’t have a goal in mind, you can also select Create a campaign without a goal’s guidance.

The goal that you select should align with what you want to achieve with your campaign. For example, if you want to encourage people to visit your website, select Website traffic when you create the campaign.

Select the Display campaign type and click Continue.

2. Select your campaign settings

Your campaign settings allow you to choose the locations and languages where you want your ads to appear. You can also select how often your ads appear to the same viewer, opt out of showing your ads on content that doesn’t fit your brand, set start and end dates for your campaign, and more.

Choose locations and languages

Select the geographic locations where your ads will appear or places you’d like to exclude. Learn more about location targeting.
Enter the languages you’d like to target. The ads that you create should match the languages that you choose to target. Learn more about language targeting.

Additional campaign settings

Conversions: This setting controls which conversion goals are reported in the "Conversions" column for this campaign. If you use Smart Bidding, your bid strategies will optimize for these conversions.

Ad rotation: Show ads that are expected to get more clicks or conversions. You can choose to optimize rotation for your best ads (recommended for most campaigns) or rotate ads indefinitely. For some campaign types, you can also choose to optimize for conversions or rotate evenly.

Ad schedule: To limit when your ads can run, set an ad schedule. Keep in mind that your ads will only run during these times.

Devices: Device targeting lets you choose the types of devices where your ad can appear. You can show ads on all devices or target specific devices, for example, you could choose to show your ads on mobile devices only.

Campaign URL options: If you use a third-party click tracker or have developed sophisticated proprietary click tracking capabilities, you can add a custom tracking template. A tracking template lets you put additional information in the URL to identify the source of an individual ad click.

Dynamic ads: Add a product feed to your campaign so that you can show personalized content based on what people have viewed on your website or app.

Start and end dates: If you want your campaign to start or end on a future date, you can set a start and/or end date respectively.

Content exclusions: Opt out of showing your ads on content that doesn't fit your brand. You can choose based on digital content labels, sensitive content, or content types.

Click Next.

3. Budget and bidding

Your budget influences how often your ads show and how prominently they’re featured. Your bidding strategy determines the way your budget is spent. Display campaigns support automated and Smart Bidding strategies that can manage your bids for you and can help you meet performance goals.

Choose a budget and bidding strategy

Enter your daily budget. This amount is the average you want to spend each day.
- The most you'll pay per month is your daily budget times 30.4 (the average number of days in a month). Some days you might spend more or less than your daily budget. Learn more charges and your average daily budget.
Choose your bidding strategy. Display campaigns will automatically suggest a bidding strategy for you based on your campaign goal. If you don’t want to use a suggested bidding strategy, you can select a bidding strategy manually:
- Smart Bidding strategies: Target CPA, Maximize conversions
- Automated bid strategies: Maximize clicks, Viewable CPM
- Manual bid strategies: Manual CPC

Click Next.

4. Choose your targeting strategy

Display campaigns offer multiple ways for you to reach people. You can:

Let Google Ads find the best performing audience segments for you with optimized targeting.
Add additional criteria like audience segments or keywords (also known as "targeting signals") to optimized targeting to find similar criteria to serve your ads on.
Turn off optimized targeting and choose targeting signals that make the most sense for your campaign.

Set up targeting

If you don’t want to add any targeting signals, select Next to continue building your campaign.

To add targeting signals:

Select Add targeting.
Select your targeting signals.
(Optional) To turn off optimized targeting, add targeting signals first, expand the Optimized targeting section, and then deselect the checkbox next to "Use optimized targeting".
Select Next.

Learn more about About optimized targeting

5. Create responsive display ads

Display campaigns support responsive display ads. With responsive display ads, you can upload your assets such as images, headlines, logos, videos, and descriptions, and Google AI will generate ad combinations for websites, apps, YouTube, and Gmail.

To improve the effectiveness of your ads, consider uploading:

5 or more images
2 or more logos
5 headlines
5 descriptions
A video

If you want to have more control over the creatives for your Display campaigns, you can also build and upload your own image ads.

Click Next to finalize your campaign.

6. Review your campaign

On the “Review” page, you’ll have the opportunity to review all of your setting selections.

Here, you can address potential issues described in alert notifications. To do this, click Fix it in the notification.

If you receive a notification about an issue preventing campaign publishing, you won’t be able to publish your campaign until that issue is resolved.

If you’re ready to publish, click Publish campaign.

Split existing display and search campaigns into separate campaigns

In most situations, if you have an existing campaign that targets both the Display and Search networks, we recommend you split the campaign into two campaigns, one for Search and one for Display.

You may want to have a combined Search and Display campaign if its keywords are not in bid strategies and you want several campaigns to run in both networks. For example, you optimize your budgets at a very granular level that results in thousands of campaigns (such as one campaign per zip code), but the keywords are not in bid strategies.

To split an existing campaign:

Edit the network settings for the existing campaign.
1. Sign in to your new Search Ads 360.
2. Navigate to a Google Ads client account.
3. From the page menu on the left, click Settings, and then click Campaign settings in the expanded menu.
4. Click the campaign that you want to edit.
5. Click Networks to expand the section.
6. Select the Display network check box, and make sure to deselect the Google search check box.
7. Click Save.
Create a new campaign.
In the settings for the new campaign:
1. Click the campaign that you want to edit.
2. Click Networks to expand the section.
3. Select the Google search check box, and make sure to deselect the Display network check box.
4. Under Google search, you can choose to show ads on both Google search results pages and the search results pages of other properties (Google search partners) within the Search Network. On the search partners, your ads may appear alongside or above search results, as part of a results page as a user navigates through a site's directory, or on other relevant search pages. Learn more about the Google Search Network on the Google Ads Help Center.
Build out the ad groups, ads, and keywords for the new search campaign.

You can use bulksheets to copy ad groups, ads, and keywords from the original campaign into the new campaign:

From the original campaign, download an editable bulksheet that contains the ad groups, ads, and keywords you want to copy into the new campaign.
Make these changes in the bulksheet:
1. Action column: change the value to create for all rows.
2. Campaign ID column: delete this column.
3. Campaign name column: change the value to the name of the new campaign for all rows.
Upload the edited bulksheet.

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