Google Campaign Builder

Below are a few different options to include when setting up a Google Campaign. First will be campaign types 

From there you can see ad specs and targeting options.

Campaign Type

Search

Description:

Search campaigns are text ads on search results that let you reach people while they’re searching on Google for the products and services you offer.
It’s great for driving sales, leads, or traffic to your website, as you can show your ads to people actively searching for your products and services.

 

Why Use it?

Sale and leads:
– Boost your online sales and signups.
– Consider using leads if you have a longer sales cycle.
Easy setup:
– Write text ads and pick keywords.
– Skip special files or assets.
– Try Smart campaigns for an even easier setup.
– Highly specific targeting: Reach people actively searching for what you offer.
Display

Description:

Display campaigns let you reach a relevant audience with visually engaging ads as they browse millions of websites, apps, and Google-owned properties, such as YouTube, to achieve your marketing objectives. Display campaigns are a great way to expand your reach and stay top of mind with an audience beyond just Google Search.
You can also create a Display campaign that uses your data segments to show ads to people who’ve visited your website or have used your app.

 

Why Use It?

Sales and leads: Use visually engaging call-to-actions to drive sales and signups.
Awareness and consideration: Create memorable ads to make people aware of your brand or consider your product.
Reach: Target people beyond search results while they’re browsing websites and apps.
Your data segments: Follow up with people who’ve already viewed your ads or visited your site.

 

Video

Description:

Video campaigns let you show video ads on YouTube and other websites.
Some Video campaign types can help you boost general awareness of your brand. Others are designed to drive conversions or get people to shop on your website.

Why Use It?

Awareness and consideration: Use video ads to make people aware of your brand or consider buying your product.
Sales and leads: Use the “Drive conversions” campaign subtype to set up action-focused video ads.
Expand your reach: Target people beyond search results while they’re on YouTube.
Your data segments: Follow up with people who’ve already viewed your ads or visited your site.

Content Types

Responsive Search Ads

Description:

These ads cycle through up to 15 headlines and four descriptions to serve ads tailored to individual queries in real time. Check out our responsive search ad template for tips on RSA ad copy.

Design Recommendations:

Headline length: Up to 30 characters. The headline is your ad’s main attention-grabber, briefly summarizing your offer or message.
Display URL: Taken from your ad’s final URL. The webpage address shown in the ad gives users an idea of where they’ll land after clicking.
Display URL path fields: Up to two fields, each 15 characters long (optional). These fields provide additional context about the landing page, like “/Sale” or “/NewProducts.”
Description length: Up to 90 characters. Descriptions offer more details about your product or service, elaborating on what was introduced in the headline.
Dynamic Search Ads

Design Recommendations:

Dynamic Search Ads are created for you by Google using information from your website content and a short description blurb that you provide. They look identical to any other Search ad when shown on the SERP, but can be helpful for businesses with a nicely built-out website that want to leverage that (and Google) to freshen up their ad copy strategy.

 

Design Recommendations:

Description (up to 2) – 90 Characters

URL/s needed

Display Ads- Images Only

Description:

These are static ads that you upload from designs you’ve already created.

 

Design Recommendations:

File types: GIF, PNG, JPG, JPEGFile types: GIF, PNG, JPG, JPEG

  • 728 x 90
  • 336 x 280
  • 300 x 250
  • 320 x 50
  • 300 x 600

Supported file size: 600 KB or smaller

URL Needed

Display Ads- Responsive

Description:

Similar to responsive search ads, RDAs cycle through combinations of images and text to serve the best performing ad possible in various placements.

Design Recommendations:

File type: PNG or JPG

  • 600 x 600 px (1-15 images)
  • 1200 x 629 px (1-15 images)

**Responsive display ads should NOT include any words or logos.

 

Other Recommendations:

Business Name – 25 Characters

Headline – 30 Characters

Long Headline – 90 Characters

Description – 90 Characters

Video- Skippable In-Stream

Description:

Video ads that appear before, during, or after streamed content that viewers have the option to skip after 5 seconds.

 

Design Recommendations:

Supported file formats: .avi, .mov, .mp4, .m4v, .mpeg, .mpg, .webm, .wmv

Dimensions:

Landscape/horizontal: 1280 × 720, 1920 × 1080, or 1440 × 1080

Portrait/vertical: 720 × 1280, 1080 × 1920, or 1080 × 1440

Square: 720 × 720, 1080 × 1080, 1920 × 1920

Aspect ratio:

Landscape/horizontal: 16:9 or 4:3

Portrait/vertical: 9:16 or 3:4

Codec: H.264

Frame Rate: 60fps

Bitrate: At least 20 Mbps

Length: Must be at least 12 seconds, but there is no maximum length. YouTube states video ads 3 minutes or less perform best.

File size: Up to 1GB

Black bars: No black bars

Letterboxing: No letterboxing

Audio:

Codec: PCM (preferred) or AAC

Bitrate: At least 192 Kbps

Bit: 16 or 24 bit only

Sample rate: 48 kHz

Audio settings: Required

Loudness aligned with IAB US spec of -24LKFS +/- 2LKFS (Campaign Manager 360 will normalize to target loudness of -24 LKFS)

Other Recommendations:

Display URL Path – 15 Characters

Call to Action – 10 Characters

Headline – 15 Characters

Long Headline – 90 Characters

Description – 70 Characters

Video- Non-Skippable In-Stream

Description:

Video ads that appear, before, during, or after streamed content that viewers have to watch the whole way through (maximum of 15 seconds).

 

Design Recommendations:

Supported file formats: .avi, .mov, .mp4, .m4v, .mpeg, .mpg, .webm, .wmv

Dimensions:

Landscape/horizontal: 1280 × 720, 1920 × 1080, or 1440 × 1080

Portrait/vertical: 720 × 1280, 1080 × 1920, or 1080 × 1440

Square: 720 × 720, 1080 × 1080, 1920 × 1920

Aspect ratio:

Landscape/horizontal: 16:9 or 4:3

Portrait/vertical: 9:16 or 3:4

Codec: H.264

Frame Rate: 60fps

Bitrate: At least 20 Mbps

Length: 15 or 20 seconds in length, depending on regional standards.

File size: Up to 1GB

Black bars: No black bars

Letterboxing: No letterboxing

Audio:

Codec: PCM (preferred) or AAC

Bitrate: At least 192 Kbps

Bit: 16 or 24 bit only

Sample rate: 48 kHz

Audio settings: Required

Loudness aligned with IAB US spec of -24LKFS +/- 2LKFS (Campaign Manager 360 will normalize to target loudness of -24 LKFS)

Other Recommendations:

Display URL Path – 15 Characters

Call to Action – 10 Characters

Headline – 15 Characters

Long Headline – 90 Characters

Description – 70 Characters

Video- Bumper

Description:

Non-skippable ads that are 6 seconds or less that play before, during, or after another video.

 

Design Recommendations:

Supported file formats: .avi, .mov, .mp4, .m4v, .mpeg, .mpg, .webm, .wmv

Dimensions:

Landscape/horizontal: 1280 × 720, 1920 × 1080, or 1440 × 1080

Portrait/vertical: 720 × 1280, 1080 × 1920, or 1080 × 1440

Square: 720 × 720, 1080 × 1080, 1920 × 1920

Aspect ratio:

Landscape/horizontal: 16:9 or 4:3

Portrait/vertical: 9:16 or 3:4

Codec: H.264

Frame Rate: 60fps

Bitrate: At least 20 Mbps

Length: 6 seconds

File size: Up to 1GB

Black bars: No black bars

Letterboxing: No letterboxing

Audio:

Codec: PCM (preferred) or AAC

Bitrate: At least 192 Kbps

Bit: 16 or 24 bit only

Sample rate: 48 kHz

Audio settings: Required

Loudness aligned with IAB US spec of -24LKFS +/- 2LKFS (Campaign Manager 360 will normalize to target loudness of -24 LKFS)

Targeting Options

Google Segment's
Google’s Segments Description Examples
Detailed Demographics This type of audience targeting goes beyond the basic age/gender/parental status information to provide deeper targeting options based on life and career stages.

Examples:
– Parental Status
– Marital Status
– Education
– Homeownership Status
– Employment

More specific examples:
– Marital status: Married
– Homeownership status: Renters
Affinity Segments This refers to reaching people who have similar interests, hobbies, and habits. Generally, these are stable over time, and great for awareness marketing.

Examples:
– Banking & Financial
– Beauty & Wellness
– Food & Dining
– Home & Garden
– Lifestyles & Hobbies
– Media & Entertainment

More specific examples:
– Beauty mavens
– Luxury travelers
In-Market Segments In-market segments are people who are getting ready to purchase specific products or services. People are moved into and out of these categories based on their current shopping behavior, making them great for high-intent prospecting campaigns.

Examples:
– Apparel & Accessories
– Autos & Vehicles
– Beauty & Personal Care
– Business & Industrial Products

More specific examples:
– SEO & SEM services
– Trips to Singapore
Life Events As you can expect, this is to target people who are currently going through a significant life transition, such as graduating, getting married, or moving. Examples:
Getting married soon
Recently added dog to household
Fastenal Data Segments
Fastenal Data Segments Description
Website Remarketing A list of users who’ve interacted with your website
App Remarketing A list of users who’ve interacted with your app
YouTube Remarketing A list of users who’ve interacted with your YouTube channel/content
Customer Match A list of users who have given you their personal data (email, phone number, etc.), which you upload into Google Ads
Custom Segments
Custom Segments Description Examples
Search Term-Based The interests and products/services people are searching for Ex: Google Ads course, learn Google Ads, and Google Ads certification
Website-Based The types of websites people browse Ex: Google
App-Based The types of apps people use Ex: Google Ads or Meta Ads
Other Options
Other Options Description Examples
Combined Segments Google Ads combined segments lets you put together an audience of people who match multiple audience targeting requirements. Plus, a combined segment can contain a custom segment. The possibilities are endless! For example, you can create a combined segment of people who are:
In-market for athletic shoes OR in-market for activewear
AND luxury shoppers
but NOT on my customer list OR website remarketing list
Optimized Targeting

Optimized targeting is how you can leverage Google’s machine learning to find new audiences who are likely to help you meet your business goals.

When you create a Display or YouTube campaign, you will automatically be opted into optimized targeting at the ad group level. The purpose of optimized targeting is to let the algorithms do what they do best, and find pockets of opportunity to get you a better CPA, ROAS, or whatever metric your bid strategy is optimized for (ergo, optimized targeting).
Audience Expansion Finds audience segments that behave similarly to the segments you’ve already selected—basically “lookalikes” of your current audience.
Resources Used