Set Up Your Budget and Bidding Strategies

In a 30-day period your average daily spend won’t go above your daily budget, but individual days may be above the daily budget or significantly below to balance out.

Step 7. Set your average daily spending budget.

This budget will set the maximum amount you can spend daily. It is important to note that you may spend over on some days and under on others, but you will never spend more than your average budget x the average days in a month, per month.

At DM, most of our daily budgets are between $40-$80, and we don’t go above $200 on any budget. Take a look at your business budget and set your campaign budget to an affordable amount you feel is right for you. 

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Step 8. Set your bidding strategy.

Google offers several predetermined options for bidding and recommend one for you, but we recommend setting your strategy manually so you can have full control over your ad spend and learn the competitive landscape before committing to a number that may be above and beyond what you need to spend to compete.

To do this, choose “Select a bid strategy directly” and then manual CPC

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For conversion objective campaigns, once your campaign has gathered 15+ conversions, consider switching to automated bidding to either Target CPA (cost-per-acquisition) or ROAS (Return on Ad Spend).

There are a few more hidden options we’ll want to adjust under “Show More Settings”

Step 9. Set up conversions.

This is where you’ll set up tracking and monitoring your actual conversions from the ads you run. Click the link under this option to set up tracking:

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You’ll have to define what a conversion is (a sale, a free download, etc.) to actually track by selecting a category and then a specific action, name the conversion, assign weights to the possible actions a person can take and how many conversions to count per interaction

For conversions via your website, Google will then generate a code you can install yourself, email to your webmaster, or install through Google Tag Manager. For other types of conversions, like phone calls there are some additional steps that Google will walk you through, like setting up a Google forwarding number

You should have Google Analytics set up on your website – connect the two accounts for easy tracking, analyzing and reporting (if you’re not yet familiar with Google Analytics, check out this playbook)

Step 10. Set up ad rotation

The default here is optimize, but you’ll want to choose “Do Not Optimize: Rotate Indefinitely” instead.

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Rotate Indefinitely rotates the ads evenly and allows you to choose which ones best performs manually. Optimize lets Google choose and show the best performing ads on your behalf – you’ll want to make the choice yourself so you can see what can be improved.

Step 11. Set your ad extensions settings.

The last step before we save and move on to keywords is ad extensions. Ad extensions are extra bits of info that can be shown with your ads. There are many types, but we’ll look at the 3 most useful…

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Sitelinks Extensions:

Sitelinks are additional links on your website that appear under your ad when your ad is in the top 3 rankings. They make your ad physically bigger and get people to more pages that might be relevant to them.

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You can add them at the Account, Campaign or Ad Group level after creating the campaign.

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Call Extensions:

A Call Extension displays a phone number along with your ad. You can choose to have a google forwarding number that allows calls from the ad to be tracked in your Ads accounts. This is especially helpful for toll free numbers. However, for local advertisers, using your own local area code can be a plus.

Location Extensions:

A Location Extension lets you show both your business address and phone number directly in the ad which directs people to Google Maps when clicked. You do need to set up a Google My Business account to get your free local listing in order to get the full benefit of this extension. Learn how to set up Google My Business here.