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If you feel that you are wasting money with Google Ads, you can get more effective results by setting up a Google Ads Search Campaign the right way!
There are some common mistakes that marketers usually make while setting up their search campaigns in Google Ads.
Let’s dive in!
Not Setting up Conversion TrackingThe first classic mistake that people make is they don’t set up conversion tracking.
Google Ads conversion tracking measures the success of your ad campaigns by tracking the conversion behavior of your audience.
This is your way of telling Google what your goals are!
For example, if you’re an eCommerce store, a conversion would be somebody who ultimately purchased your product or if you are a local business, it might be somebody filling in a contact form.
First, you need to set up Google Ads conversion tracking before you start creating any campaigns. Conversion tracking will help you know if you’re getting returns on the money you have invested in Google Ads search campaigns.
There are multiple methods to track conversions in Google Ads. You can either use the built-in Google Ads Conversion Tracking method, or you could import your existing goals and eCommerce conversions into Google Ads from Google Analytics.
If you’re not sure that you’ve set up conversion tracking, you can check it under the Conversions menu of Google Ads. To access it, navigate to Tools & Settings → Measurement → Conversions.
Next, we need to select the goal of a successful campaign.
For this example, let’s try the Create a campaign without a goal’s guidance. This gives you all the available settings to set up a campaign, thus providing more flexibility in defining your goals.
Let’s select a campaign type. There are many campaign types that you can select from.
Let’s give a relevant campaign name and move forward in our search campaign setup.
Search Network + Display NetworkThe next step in our search campaign setup brings us to a second common mistake.
Google by default keeps the Search Network and Display Network options checked.
It is a good idea to keep the Display Network option on. But, it is not recommended to use the Search Network option.
It will expand the menu to give you more options for your search campaign setup.
Ad ScheduleA mistake that marketers, especially local businesses, make is to ignore this setting.
On the contrary, if you’re selling an online course, you don’t need to have an ad schedule.
Thus, depending on your type of business, you should consider whether to add an ad schedule or not.
Location Targeting SetupAnother common mistake is that we don’t input our location targeting properly. It is necessary, especially for local or small businesses.
In this case of promoting an online course, we would create different campaigns for different countries. Let’s try to apply some location targeting in our Ad Search Campaign.
Be aware that All countries and territories are selected by default. It’s a classic mistake to avoid this default setting that Google has kept for us.
Let’s say we want to target the United States. We can choose a country to target from Enter another location.
If we hover over the location options, there is another little setting called Target which is part of the location targeting. The default setting is for People in, regularly in, and, or who’ve shown interest in your target locations.
This default setting means that the Ad would be shown to somebody who has shown interest in the US (because we’ve set our location target audience as the US).
If somebody who’s in Europe has shown interest in things in America or the country in general, then the ad will be displayed to them too.
It helps to keep a tight location target setting, so only the people in that area are targeted. Then, choose the middle option Presence: People in or regularly in your target locations on your Target setting.
If you’re a local business, you don’t want to target a whole country, but just the people in your area. We can take it a bit more granular, and go to Advanced Search and go ahead for Radius targeting.
You’ll see it shows a 20-mile radius there, so you can do Radius targeting easily.
Choosing a kilometer radius makes it tighter for more impact
You can see it’s a much smaller circle, implying the ad is specific to that area only.
You can also exclude a country. So, let’s pretend we want to exclude Australia, we can add an extra layer of the filter.
Maximize conversions biddingAnother default setting by Google that we don’t pay attention to is the Maximize conversions bid strategy for your Ads.
If you are starting a new search campaign with a new account, we recommend you choose the select a bid strategy directly option.
Once you have some data, then you can do the automated bid strategies. But initially, you want to do Manual CPC.
Another sly setting is the Help increase conversions with Enhanced CPC. Here Google is asking if they have permission to bid a little bit more when you can get a conversion.
Now, let’s proceed to explore other fatal mistakes we can avoid.
Keyword theme Ad groupsOne of the most important things to do while creating an Ad group is to make the ad target the audience by using specific keywords.
Here, we create an Ad group name called Google. Set the default bid, in this instance, 50 cents. You can always change this later on.
We are going to add some keywords. A mistake that many people make unconsciously is that they don’t create keyword-themed Ad groups.
It’s erroneous to add all the keywords in one Ad group. Sometimes one might add all the keywords in the same group, related or not, hoping for a far reach. This usually doesn’t work very well. There is a way you can avoid this!
You need to make keyword-themed Ad groups. You can proceed to create one Ad group per keyword. Go ahead and put your keywords in the dialog box.
For instance, we’ll do a phrase match and say create Google retargeting in inverted commas.
💡 Top Tip: Adding syntax is a great way to get your campaign up and running efficiently.
If you put a keyword without any syntax, it’s called a Broad match. If you add inverted commas to your keyword, it is a Phrase match. Having square brackets around the keyword gives an Exact match.
Google’s algorithm will help fetch results to the searcher when they type in a word or a phrase. It then becomes necessary that you should ensure that you have a phrase match as your setting, if not an exact match
On the ad group, you see these keywords are very related to each other. There are slight variations, but it’s all about Google remarketing or retargeting Google or retargeting on Google.
Using a Phrase match allows for additional terms before and after it. So, we don’t have to think of every possible combination. We can be a bit flexible with that.
You can avoid this error by creating keyword-themed Ad Groups and making sure the keywords are closely related to each other.
If you want to add to keywords, go ahead while making a new AdGroup for the cohort of keywords you’ll be using.
You can focus your ad on Facebook consumers by creating a Facebook retargeting ad. Finally, polish the ad created by designing your Facebook-centric ad group.
Let’s Save and Continue.
Writing the AdThis is where we’re going to need a final URL. Go to your website, copy and paste the URL on the Final URL section because that’s where you want to send the traffic to.
When you paste the final URL, notice, that it’s changed the display path to chúng tôi and here you can put in whatever words you want.
This URL can be up to 15 characters long and it’s useful to optimize the search campaign. Let’s do it in lowercase. We can say ‘retargeting challene‘, because it’s a 14-day retargeting challenge.
Even though this URL chúng tôi does not exist, it’s a way of having more keywords in the ad. It displays the same way in the preview.
Don’t worry if the URL you’ve submitted is not live on your website; it’s a good way to get some keywords in the ad group.
After you input the URL, start creating the headlines. You can put up to 15 different headlines of which Google will choose three different headlines randomly.
You can also pin a headline as well; this helps in making sure that the chosen headline will always show at that particular position.
All right, so let’s put in some headlines. Make sure they are short and direct. You can notice that Google tries to suggest a headline based on the Ad you’ve created.
We are keeping the Join The 14-Day Challenge Now. You can notice that the Preview shows the headline at a particular spot. You can pin it and can choose where the headline should be displayed.
In this instance, we’ve chosen position 1, which means it will only show in position one. Thus, this headline will always show in position 1 while headlines 2 and 3, will rotate through different options.
In considering the keywords chosen to create Google retargeting, let’s say create Google Retargeting Ads. This may get disapproved because Google is a trademarked term, but it may slip under the radar.
We’ve added other headlines such as Online Video Tutorials and we notice it shows up on the preview.
If you’ve used up all available characters for a headline, fret not. Just keep adding headlines and Google can work an algorithm to make your ad work.
Next, we will write our description of the Ad with up to 90 characters. Google provides us with four spaces to write in our descriptions and then chooses two of these four for us randomly.
You can choose to pin one of these, similar to our headlines. Google shows two descriptions in an automated manner.
Another benefit of having more than one ad per ad group is that Google figures which ad works better for the audience and keeps that ad running more often. In case your Ad #1 doesn’t work its magic, you always have Ad #2 or #3 to count on.
If it says that no traffic is expected, don’t worry about it. They’re trying to get us to choose more keywords, which is something we want to avoid.
I’m just going to hit Publish. Let it run for 48 hours and see how it goes.
After publishing the campaign, the webpage shows you an overview of the ad campaign you created.
BONUS: Negative KeywordsThis is the bonus mistake! Negative keywords will tell Google when somebody types a particular word, and we do not want the ad to show.
In this instance, a classic negative keyword would be ‘free’. Somebody who wants free information cannot access it because we’re selling this information.
Another one would be, ‘what is retargeting?‘ – we don’t want that either. We want somebody who knows what retargeting is. We just want them to learn how to do it.
‘Definition’ is another word we want to avoid. This could be somebody who’s just been researching retargeting.
Thus, whether a word or a phrase, if you believe it’s going to display your ad, you can prevent the display to unwanted traffic by using Negative Keywords.
Often, people have no negative keywords. You can start a practice of keyword lists. This is one central location to look after the negative keywords that you can then apply to multiple campaigns.
If you want to add some more keywords, you can just easily go over the keyword suggestions and add them. Make sure to put them in double quotes to ensure a phrased match instead of a broad match.
You can also go over to the Search Keywords and find your keywords for the ad group.
You may add, remove or alter the keywords from the list. Heading over to the plus sign on the top left corner to add words, you’ll be taken to the list where you can input the phrases. On the right, you can also find a list of suggested words.
If you choose to add keywords, either by typing or from the list, remember to use the double quotes to ensure it follows a phrase match.
Once all the additions are done, you can save it and you’ll have a preview of the keywords that are in use/active for your ad group.
In conclusion, these are the 8 fatal mistakes one can make while creating a new ad campaign.
FAQ Should I keep the Search Network and Display Network options checked in my search campaign?By default, Google Ads keeps both the Search Network and Display Network options checked. While it’s a good idea to keep the Display Network option on, it is not recommended to use the Search Network option for a search campaign.
How can I set an ad schedule for my search campaign? What are keyword-themed ad groups, and why are they important? SummarySetting up conversion tracking helps you know whether the Ad is profitable for you. A display or a search network option would show your Ads everywhere – appropriate and inappropriate – leading to unwanted traffic. You’d want to turn off the Search Network and Display Network settings.
Location targeting is important to ensure you’ve targeted the right audience geographically.
Minimize the bidding by choosing manual bidding strategies and keep Keyword-themed Ad Groups in your campaign.
If you’re a retailer, make sure to check out these 5 tips for optimizing Google shopping campaigns.
You're reading How To Setup A Google Ads Search Campaign
Google Adds New Features To Responsive Search Ads
There are also now improved copy suggestions and recommendations, and the launch of cross-campaign asset reporting.
What are Responsive Search Ads?It essentially treats headlines and body copy as two different elements or “asset,” where versions of each are listed out. The Ads system then pulls an asset from each list (headline and body copy), and combines them to make a full text ad.
It provides for testing at scale, and gives fast insights into which copy and combinations are resonating for searchers.
However, they are a great way to test for things like different value propositions, sale messaging, and other items to learn the phrasing users prefer.
Location Extension InsertionIt’s inserted with the command {LOCATION(City)} reference, where “city” can be changed out for State or Country via a radio button selection:
Countdown CustomizersThe Countdown time specification can be adjusted to the timezone of the searcher, or set at a global level to end without making any timezone adjustments. (For example, if something ends at 1am on the east coast, it would still end at 10pm for the west coast searcher.)
Countdown options are brought up by typing in the {COUNTDOWN command. A menu will pop up walks the user through the details, and populates the rest of the command based on those choices.
New Copy Asset SuggestionsWhen creating RSAs, the system populates a dropdown of suggested copy to test. This feature has been updated for the Covid-19 era, with new suggestions for things like Contactless delivery and curbside orders.
Adding your final URL to your ad copy unlocks additional options based on what Google discerns your offerings are.
Cross-Campaign Asset ReportingTo aggregate results per asset faster, Google Ads now also offers cross-campaign reporting for these copy assets. This aggregates the data for each asset, regardless of campaign, and gives the user one snapshot of total performance.
The full announcement of these features are on Google’s blog.
Images courtesy of Google
10 Ways To Breathe New Life Into A Floundering Google Adwords Campaign
As a search marketer by trade, I spend a large percentage of my time working on search engine optimization and search engine marketing on behalf of clients. Naturally, my team’s focus is mostly directed toward Google, at least in the early stages of optimization.
We often see common trends among these accounts. This is why we normally opt to completely rebuild the campaign from the ground up. This is especially true if they have used a provider who was careless or inexperienced with setting up the account in the first place.
This is not a formulaic solution – i.e. my SEM team doesn’t rebuild every single account or campaign using a predetermined methodology. Instead, we look at the dynamics of the business and the industry, figure out how much control we can have over the landing experience, and get creative about what fixes we might apply for this individual account.
The beauty of this approach is we can pick and choose the tactics we apply based on situation. This article will cover some of the more common tactics we consider during our rebuild process. Hopefully it will initiate some creative new ideas for you in improving your own PPC campaigns if you manage it internally.
If you look to hire an outside consultant or agency, this can also serve as a reference list for you to better understand what they are proposing during a similar exercise. Either way, I hope you come away from this piece with some new ideas to go out and test for yourself.
Re-evaluate the Keyword Targeting StrategyPPC may look simple at first glance, but there is both an art and a science behind the way you select and target keywords. Let’s cover off some of the basics.
First, be sure you are targeting keywords that are very relevant to your offering. For example, if you sell software that cleans up virtual machine orphan sessions, you wouldn’t target the keyword “virtualization.” That’s not what you are selling. Opt for a more long-tail keyword that better hones in on what you do.
Third, take time to decide which match types are the most important to run. You can employ bid stacking if you like, where you target all of the match types with different bids in the same ad groups. If you are unfamiliar with keyword match types, read this before trying to rework your keywords on your own, or bring in a professional who already gets it.
Restructure Ad Groups Using Tighter ThemesOne of the biggest problems we find with existing AdWords campaigns is structural. Badly structured campaigns are very hard to optimize and tend to have a fragmented user experience.
When I see ad groups with a bunch of loosely related keywords all set to broad match, I know it was built by someone without much experience in PPC. The key is to build each ad group around very tight themes.
Back in early 2013, my company rebuilt an enormous campaign on behalf of one of our larger clients in this manner. It was a smashing success, as the average QS across their account jumped from 5.5 to 8.4 in a matter of two weeks.
This is where you would want to deploy negative match keywords. Think of negative match keywords as the “everything but” modifier – i.e. show my ad for all of my keywords targeted, but omit anything with this negative match keyword in it. For the examples above, you might use negative keywords such as “serta,” “mattress,” and “music.”
Get More Aggressive With Budget and/or Max BidsParticularly during the downturn a few years ago, budgets for marketing organizations were squeezed to a minimum. Obsession with ROI was at an all-time high, as companies were struggling to hold on until brighter days arrived.
As budgets were cut, marketing and lead gen teams were forced to operate with one hand tied behind their collective backs. This led to underfunded campaigns, and often, very conservative bidding strategies within those campaigns. These campaigns in turn failed to deliver results.
Or even better, do the math to figure out how much average margin you can expect from each and every conversion. Then back that number out to figure out what your investment should be, and start testing with a larger budget behind you.
Bottom line – if you want to succeed at PPC, commit to it. I’ve yet to see an industry or niche where it cannot work, if you are willing to put in the effort to make it happen.
Step Up Your Ad Text Testing Approach
Organic Listings
The Local 7-pack (when present) or Carousel
The Knowledge Graph or Answer Box (when present)
Sponsored Results at the Top of the SERP
Seven Other Sidebar PPC Ads
Google Navigation Options Such as Images, News, Shopping, Videos, etc.
Page Two of the SERP
Google Shopping Listings (when present)
The Urge to Search For Something Else Using the Search Bar
Consider Deploying a Bid Automation SolutionWhile I mentioned previously that you may want to get more aggressive with your bidding strategy, you would do even better to implement some sort of bid automation (a.k.a. bid management) solution on your account.
Google offers a simple bid automation feature right within AdWords. If you are low on budget and want to try it out, this is a decent option. The only downside is their automation tends to change max bid across a whole ad group all at one time. You can configure this feature from the settings tab, using the options shown in the image below:
There are also very good third-party bid platforms that you can choose. The best of these platforms can automate bidding on a keyword level, which allows you to pursue the desired metrics with higher precision. Of course, bid automation platforms come with an added cost, but I’ve found they can deliver against ROAS or ROI goals with a high level of success.
Build a Custom Landing Page for Each Ad GroupWhen setting quality scores for your keywords, Google reviews the entire user experience from keyword to ad group structure, through to ad text and landing page. Particularly when setting the initial quality score, Google places a lot of emphasis on the quality, usability, design, load time, and presence of related keywords on the landing page.
If you want to maximize the odds of getting a good quality score out of the gate, I highly recommend you create a custom landing page for each of your tightly themed ad groups.
This doesn’t mean you need to recreate the wheel each time. A lot of companies decide to create a single template and swap out the CTA, headline, images (and image ALT-text), and parts of the body copy. But each landing page should be customized to be as relevant as possible for the ad group targeting the page.
A/B Test Landing Pages to Improve Conversion RateIf you are seeing good CTR numbers at reasonable CPCs, but also seeing low or no conversions, you need to work on improving the landing page. The most common way to handle this situation is to A/B test landing pages similar to how I recommended you test ad texts.
There are many guides and tools out there to help you with testing landing pages. You might want to hire a landing page optimization company like Optimizely, Unbounce, or Ion Interactive, or read more about A/B testing online from companies like Hubspot.
Try Out Dynamic Search AdsTo use this sort of campaign, you create a new search network only campaign and configure it to be a Dynamic Search Ad type in the settings. After you submit your domain, Google will offer you ways to target based on the content on the site, categories they assign based on the content, or one of several other targeting options.
You only have to write the two description lines in the ad text. Google will auto-generate the display URL and the headline based on the query that matches your ad and content.
Although there are potential pitfalls to using this ad type, there are also numerous success stories. If you are struggling to make keyword-targeted PPC work, and don’t have the time or bandwidth to learn how to do it right, this may be the answer for you.
Automate Schedules and Budgets to Improve ROIGoogle offers the ability to automate several different things within their PPC campaigns. Some of the automation requires scripts, but the simpler functions can be deployed by anyone using the standard AdWords User Interface.
Below is where you can find the “Automate” button from the campaign view. As you can see, there are options to automate pausing/enabling ad groups, changing bids on keywords, and more.
SummaryIf you are struggling to derive value from your Google AdWords campaigns, all hope is not lost. There are proven tactics you can roll out to improve your odds of success. Hopefully, these ten ideas spark some creative ideas in your own mind. If you want to push the envelope faster, I highly recommend you bring in an SEM agency or consultant who can evaluate your options and help you get there faster.
What other common changes have you seen that most people overlook? Any good case studies you’ve witnessed firsthand where these tactics paid off in a major way?
How To Setup Sftp Chroot Jail On Linux – Google Cloud
How to Setup SFTP Chroot Jail on Linux with Google Cloud Platform. Ever wonder how to lock down a user to their own home directory on your Ubuntu or CentOS servers.
By default a SFTP user can access all the folders in your server including other user’s directory also. No one wants the users to navigate around the server and view other users files.
In this tutorial you are going to learn how to setup SFTP Jail environment and lock down a user to their home directory. We will also restrict the access to SSH and allow SFTP only. This guide works on all Linux based distributions.
Prerequisites Step 1: Create a new Chroot GroupCreate a new group to add all the users to this chrooted group.
sudo groupaddjailgroup
Step 2: Add Users to the Chroot GroupNow create a user and add the user to the jailgroup group.
sudo useradd -gjailgroup
-s /bin/false -m -d /home/username
username
-g jailgroup will add the user to the restricted group we created above.
-s /bin/false will restrict he SSH access for the user.
-d /home/username will create a directory for the user in the /home
if you want to add the user who exists already you can just add the user to the group and restrict shell access.
sudo usermod -gjailgroup
-s /bin/falseusername
Step 3: Setup password for the userBy default Google Cloud does not allows password based authentication. If you have allowed password auth to yes you can setup password for the user or you can setup SFTP to access your instance or server.
To setup password you can follow this.
sudo passwdusername
Step 4: Setup Correct PermissionsImportant: The users home directory must be owned by the root user and must have the 755 permission to prevent the users to create additional directories in their own home directory.
sudo chown root: /home/username
sudo chmod 755 /home/username
Now you can create new directories inside the users home directory and setup full access to the respective users.
sudo mkdir /home/username
/{public,logs} sudo chmod 755 /home/username
/{public,logs} sudo chownusername
:jailgroup
/home/username
/{public,logs}By default Apache or Nginx runs with the user www-data, as these directories are owned by the respective user you need to configure PHP-FPM pools to run as the user owning the files.
Step 5: Configure SSHOpen the SSH configuration file /etc/ssh/sshd_config
sudo nano /etc/ssh/sshd_configGo to the bottom of the file by pressing ALT + / to find the line starting with Subsystem sftp /usr/lib/openssh/sftp-server
Replace it with the following.
Subsystem sftp internal-sftpFinally to the bottom add these.
Match Groupjailgroup
ChrootDirectory%h
ForceCommand internal-sftp AllowTcpForwarding no X11Forwarding noHit CTRL + X followed by Y and Enter to save and exit the file.
Now restart the SSH service to apply the changes.
sudo systemctl restart sshFor CentOS or Fedora you can use the following command to restart the SSH service.
sudo systemctl restart sshd Step 6: Test the SetupIf you dont have password based authentication enabled you can setup SFTP to access your instance or server and test your configuration using FileZilla or WinSCP or CyberDuck.
You you have your passwords setup you can use these commands to check.
Open a SFTP connection to your server with the sftp command.
sftpusername
@IP_ADDRESS
Enter the password you have setup before when prompted.
Run the pwd command, if the configuration is working fine you will get the output as /.
Output
Remote working directory: /Run the ls command to list all files and directories. You can see the directories we have created before.
Output
public logsPrepare yourself for a role working as an Information Technology Professional with Linux operating system
ConclusionNow you have learned how to setup a chroot environment and restrict access to the user to their own home directory.
Live Search Gets A Clean Up, Looks More Like Google Search
The good thing when you’re into the search engine business and you’re up against only two competitors is that you can do away with copying their site’s format. And it looks like, that’s just what the Live Search team is doing when they redesigned the Live Search site.
The Live Search blog highlighted the changes on their site with the following changes :
Search box near results The new Live Search header and search box is slimmed down from a heavy piece of UI into sleeker, simpler elements. Bringing the search box into alignment with the results and into the body moves it closer to where users are looking and flattens out the visual bumps between it and the results.
Room to breathe on the page Something else you’ll see on a large screen (lucky you!) is our centered, fixed-width page, allowing for a more thoughtful, predictable experience as richer search content and wider screens become the norm.
Crisp, clean type We’ve also made changes to our color and typography. Our decision to use Arial and the new color palette was based not only on our desire to improve readability and consistency, but also on rounds of testing to find the right combination.
Intuitive video search For our new video search experience, the team focused on activities and behaviors that make video search different. We focused on simplicity — cutting irrelevant pixels and text — and power — investing in enhanced preview for video — both of which contribute to the overall simple, yet powerful experience.
Health results integrated from many sources You’ll see in health search that we’ve created a way for users to pull together health information from many different sources, digestible all in one place.
This is how the new Live Search results page looks like with its new color palette and typography:
And this is how Google Search results page looks like:
They look more the same now, dont’ they? Although, I would have to admit, Live Search looks uncluttered and cleaner especially the heading part. But I still love Google search though, for the simple reason that it gives SEJ as the no. 8 result for the keywords “search engine news”. While Live Search displays it somewhere in the second page and it’s not even SEJ’s main URL.
Google Makes It Easy To Create Video Ads
Google Ads’ Liaison Ginny Marvin announces video creation is now available in the asset library:
Google Ads Video Creation ToolThe video ad creation tool has 14 templates to choose from, which are all designed around different objectives.
Google states in a blog post:
“The templates are made for YouTube, meaning they have optimal pacing, brand and product placements and prominent calls to action. They are designed to help your ad stand out and drive results. With templates guiding you, the complexity of creating a video disappears and you can spend more time developing your messaging, audience insights or campaign strategy.”
Creating a video ad is as simple as filling a template with images, text, and brand colors. You can also add music from Google’s audio library or an automated voice-over.
Add a Voice-Over To YouTube Video AdsYou can access this feature in the Google Ads asset library. As shown below, you must enter a script and select from one of seven voices.
Automated voice-overs are available in English, Filipino, French, Hindi, Indonesian, Korean, Malaysian, Mandarin, Spanish, and Swedish.
Google Ads Asset StorageGoogle is introducing a centrally located asset library to improve how images and videos are organized, accessed, and created.
This feature is most useful for marketing teams where multiple members are collaborating on the same campaigns.
In a blog post, Google states:
“With the asset library, images and videos are available to users across your Google Ads account in a visual-first experience. You and your colleagues can view, import and organize creative assets from both past and present campaigns. This makes sharing, collaboration and consistency easy.”
A centrally located asset library eliminates the need to upload assets more than once. You can access the same images and video across all campaigns.
This feature is available in Performance Max, Discovery, App, Local, Display campaigns, and some ad extensions.
Sources: Google Ads Help, Google Ads & Commerce Blog.
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