Create a Google Search Ad Campaign in the CRM

Overview

The Ad Manager in your CRM provides a powerful interface to create and manage Google Search Ad campaigns. This guide details the process of building a new campaign using a multi-level structure, allowing you to independently configure campaign-wide settings, ad groups, and individual ads for greater control and testing.

Prerequisites

Before you begin, ensure the following are in place:

• Reselling Plan: A pricing model for the Ad Manager must be selected from the Agency view under Reselling.
• Sub-Account Access: The Ad Manager must be toggled ON for the specific sub-account where you intend to create campaigns.
• User Permissions: Ensure the Ad Manager permissions are enabled for your user role via the staff permissions settings.
• Google Account Connection: You must connect your Google account and its associated Google Ads account through the CRM's app. Only one Google Ads account can be connected per sub-account.

Step 1: Initiate a New Campaign

Navigate to the Ad Manager home screen and click the Create Campaign button. On the next screen, select Google as the advertising platform. Click Next and choose to either start a campaign from scratch or use a pre-built template. Click Next again to proceed to the configuration stage.

Step 2: Configure Your Campaign

Campaign creation follows a three-tiered structure: Campaign, Ad Group, and Ad levels.

A. Campaign-Level Setup

Begin by defining the foundational settings for your entire campaign.

• Campaign Name: Enter a descriptive name for your campaign.
• Bid Strategy: Select your bidding method, such as Maximize Clicks. For this strategy, you have an optional toggle to set a maximum cost-per-click (CPC) limit to control your spend per click.
• Daily Budget: Set the daily spending limit for the campaign. The budget is charged from the payment card associated with your connected Google Ads account. The currency displayed matches your Google Ads account settings, and the date/timezone is based on your local settings during creation.
• Audience Controls: Configure mandatory targeting settings.
  • Geographic Location: Define where your ads will run. You can target or exclude specific countries, states, cities, or addresses. You can also target by radius around a specific point; note that excluding by radius is not supported by Google.
  • EU Political Ads: You must declare whether your campaign contains political advertising targeted within the European Union. Select Yes or No to proceed.
  • Language: Search for and select the languages spoken by your target audience. You can select multiple languages.
  • Gender and Age Targeting: Optionally refine your audience by selecting gender (Male, Female, Unknown) and age ranges. Selecting "Unknown" means your ads may reach users whose demographic information is not specified.
• Additional Assets: You can enhance your ads by adding optional assets like business logos, images, call extensions, and sitelinks at the campaign level.

B. Ad Group-Level Setup

Within your campaign, you can create up to 10 distinct ad groups. Each group targets a specific set of search terms.

• Ad Group Name: Create and name your ad group.
• Base URL: Enter the primary website URL for this ad group. This URL will be used to generate keyword suggestions and will be pre-filled for all ads created within this group.
• Keywords: Define the search terms that will trigger your ads. You can add keywords manually or select from auto-suggestions.
  • Specify match types: Broad, Phrase, or Exact.
  • You can enter up to 40 positive keywords (to trigger your ads) and 40 negative keywords (to prevent your ads from showing).

C. Ad-Level Setup

For each ad group, you can create up to 3 different ads for A/B testing.

• Ad Content: Write the text for your search ad, including headlines and descriptions.
• Final URL: Set the specific landing page URL for this individual ad. This can be different from the ad group's base URL.

Step 3: Review and Publish

After configuring all levels of your campaign, review your settings, ad groups, and ads. Once you are satisfied, submit the campaign for publication. It will then go through Google's approval process before going live.