Step 2: Set up campaign and ad group
You will need to set the basics of each campaign and ad group first:
1) A proper name
Such name should be your guiding light through the many campaigns that you will have in the account.
You have to be able to clearly tell what the campaign is for and what it contains just by the name
Furthermore, it is essential to have a clear name for easy filtering.
2) Budget and price
This could be slightly different based on the type of campaign.
However, there is a neccessity to set a daily budget.
- This limits the spending of the campaign per day.
What differs is the price itself and there are two options:
a) CPC = Cost per Click
This pricing is the only option for Search campaigns and can be used all the other campaigns as well, with the exception of the Video campaign.
Best for: Search campaigns, Performance-driven Display campaigns and Retargeting campaigns
b) CPM = Cost per Mille / CPT = Cost per Thousand views
It is mandatory to use this pricing for Video campaigns and can be also used for Product and Display campaigns.
Best for: Awareness, Broad Display campaigns, Branding formats
We definitely recommend using the CPM pricing also in combination with the ad types Branding (Skin) and Interscroller.
Tips and tricks
Talking of budget, start small but meaningul. Respect the rules of 100:1 (budget to max. CPC) and 20:1 ( budget to CPM/CPT).
Set the level of the maximum cost higher than you expect it to be and gather enough data to determine the usefulness of the combination of targeting and ad type.
Avoid using automated bidding before you have meaningful conversion data. There is a possibility of switching to the Conversion maximization when you reach 30 conversions in the last 30 days. However, beware that the more conversions and data in general you have the higher probability of proper fuctionality of the automated strategy.