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

Search- Responsive 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.
Search- Dynamic 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- 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

Logo:

Your logo should be square (1:1) and should be 128 x 128 or greater.

The recommended size for the square logo is 1200 x 1200.

For best rendering, add a landscape (4:1) logo (512 x 128 or greater).

The file size limit is 5120KB.

Desktop:

300 x 250 px

336 x 280 px

728 x 90 px

970 x 90 px

468 x 60 px

300 x 600 px

160 x 600 px

250 x 250 px

200 x 200 px

Mobile Devices:

300 x 200 px

300 x 50 px

300 x 100 px

250 x 250 px

200 x 200 px

 

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

Company Targeting Options
Company Choices Description Best Practices
Company Category Company Category targets a curated list from well-recognized publications and thought leaders like Forbes, Fortune, and LinkedIn News Editors. Using this option you can effectively identify the world’s largest, most innovative, or fastest growing companies. Use Company Category in combination with job seniority and functions to reach the precise buying committee.
Company Connections  Allows you to reach the 1st-degree connections of employees at companies you select. This is only available for companies with more than 500 employees.
Company Followers Allows you to target your own LinkedIn Page followers. To use this targeting facet, your Ads account must be associated with your LinkedIn Page. When not utilizing this facet, by default your campaigns may reach both followers and non-followers.
Company Growth Rate Company Growth Rate targets companies by their rate of growth year over year, determined by factors such as employee growth or inferred data from other similar companies within the same location and industry.
Company Industry Company Industry is a company’s primary industry of operation. An organization may operate in many industries, however only the primary industry of operation as listed on their LinkedIn Page will be recognized. Industry targeting allows you to narrow in on members who work in a particular sector. This is particularly effective if your offer is broadly applicable across an entire industry, for example, a piece of software geared towards the financial sector. However, when your offer is applicable across several industries, other targeting options may be more effective. Before utilizing Industry targeting, look at LinkedIn Pages from a few companies that fit your options to see which industry they fall under. Consider including all relevant industries in your targeting.
Company Name Company Name is the organization a member lists as his or her employer. These are based on LinkedIn Pages, which are maintained by company employees. Whether your campaign goal is awareness or retention, Company Name targeting allows you to focus your campaign on high-value companies and reach decision makers across an organization. You can target up to 200 different companies using the Company Names option. For those who’d like to target an even larger list of companies, Matched Audiences allows you to upload a list of up to 300,000 companies. Using the Company Industries facet allows you to target more broadly than specific company names. An organization may operate in many industries, however only the primary industry of operation as listed on their LinkedIn Page will be recognized.
Company Revenue Allows you to target companies by their estimated annual revenue. 
Company Size Company Size allows you to reach members based on the size of the organization at which they work as listed on their Page. Company Size comes from the total number of inferred employees who work for an organization, not just the number of LinkedIn members who identify as working for a given company. Company Size allows you to effectively identify small and medium-sized businesses (1–200 or 201–500 employees) as well as enterprise organizations (500+ employees). Company Size is one of the options where excluding options works particularly well. For example, a startup that’s making accounting software designed specifically with small businesses in mind could exclude 501–1000, 1001–5000, 5001–10,000 and 10,001+ from their targeting. This ensures members who are on LinkedIn and work for an organization that has yet to create a LinkedIn Page are captured.
Demographic Targeting Options
Demographic Choices Description
Member Age Age is an estimation of how old a member is likely to be based on their first graduation date. Not everyone on LinkedIn includes a graduation year on their profile and therefore including Age may substantially reduce your audience size. Years of Experience can be used as a proxy for age in most cases.
Member Gender Gender is a determination of whether a member is female or male and inferred based on a member’s name. Similar to Age, using Gender targeting will also reduce your audience size by potentially 50% or more. As LinkedIn does not require members to disclose their gender, we recommend utilizing professional targeting option wherever appropriate.
Education Targeting Options
Education Choices Description Best Practices/Use
Degrees Degrees are recognized ranks granted by a college, university, or other learning institution. Degrees are grouped by LinkedIn algorithms and organized in standardized Degrees you can use for your campaign targeting. Choosing to target by Degrees can sometimes limit your audience size as the Degrees field is not always populated by members. Education-based organizations can use Degrees targeting to reach members who might be interested in furthering their studies through additional courses or programs. For example, if you’re advertising an enrollment offer for an advanced degree program, you could exclude those who already have a master’s degree. Layering Degrees targeting with Job Function (i.e., finance, accounting, IT) is a common way to reach audiences who would be most interested in a specific type of educational degree. 
Fields of Study Field of Study is the major or area of study within a member’s degree. For example, those with a Bachelor of Business Administration (BBA) may have a major in either Accounting or International Business. For some campaigns, Fields of Study can be used as a proxy for skills or expertise in a given field, especially for recent graduates.
Member Schools You can target based on the School, College, University or other learning institution where  a member completed a course. For example, an alumni association can use Schools targeting to reach alumni who may  be interested in joining their association  or donating. While Schools targeting allows you to reach the right alumni or students at scale, targeting by School may also decrease your audience size since it isn’t a required field when creating a LinkedIn profile. Check your estimated audience count to determine if you’ll reach enough members.  Targeting by school may decrease your audience size since it isn’t a required field when creating a LinkedIn profile. Make sure you add all subsidiary schools when trying to reach an entire college or university. For example, when advertising to Harvard students, add Harvard University, Harvard Business School, Harvard Law, Harvard Medical, etc. as they have separate LinkedIn Pages for universities.
Job Experience Targeting Options
Job Experience Choices Description Best Practices/Use
Job Function Based on standardized groupings of the job titles entered by LinkedIn members. Combine the Job Functions option with the Job Seniorities option to reach decision-makers with specific expertise. For example, if you’re looking to reach decision-makers in the IT function, try targeting the Information Technology, Engineering, and Operations functions and pairing that with Job Seniorities attributes of Senior, Manager, Director, VP, CXO, and Owner.
Job Seniority Job Seniority describes the rank and influence of a member’s current role in their organization. This option is determined by a member’s job title. For some campaigns, targeting by seniority can be an effective way to reach those with influence over a buying decision. Consider targeting Individual Contributors (ICs). Increasingly, ICs have a large say in buying decisions. If you’d like to reach more senior ICs with lots of experience, target them by choosing Senior and combine that with the Years of Experience option.
Job Title When members update their LinkedIn profile with a new role, these Job Titles are grouped by LinkedIn’s algorithms and organized into standardized Titles you can use for your campaign targeting. Avoid limiting your audience by targeting only a few job titles. Include all relevant job titles to ensure your campaign’s reach.
Broaden your audience by targeting both current and past holders of a given job title. These members may have changed roles but still have a skill set relevant to your business. Select current or past in the Job Titles dropdown.
Member Skills Skills are highly relevant keywords found within a member’s profile and skills section that indicate expertise in a particular area. Skills include those explicitly added by members in their skills section and also keywords and phrases mentioned throughout their profile and summary. LinkedIn uses modeling to infer skills from a member’s job title and job description. Skills targeting is an alternative way to reach professionals with a specialized expertise when Job Title targeting may not be as effective. Skills include those explicitly added by members in their skills section as well as keywords and phrases mentioned throughout their profile and summary. LinkedIn uses modeling to infer skills from a member’s job title and job description.
Skills targeting is an alternative way to reach professionals with a specialized expertise when Job Title targeting may not be as effective. For example, if your business sells project management software, job titles may not be as effective given several roles may have a need for project management software. However, Member Skills targeting allows you to target specific competencies that may span a broad range of job titles.
When using skills targeting, consider pairing this with the Job Functions or Job Seniorities option. This helps to focus the reach of your offer on a more relevant audience. For example, we recommend targeting Member Skills with Job Seniorities to reach decision-makers that hold the desired skill set.
Years of Experience Years of Experience (YOE) allows you to reach a target audience based on the years of professional experience they’ve accumulated over their career. LinkedIn calculates YOE by adding together the duration of each individual job experience a member has listed. However, we exclude any gaps in experience and also do not double count overlapping positions. Consider pairing Years of Experience with a Seniority level of Senior and above to reach experienced professionals with influence over the buying decision or prospects for an Executive MBA program. Other helpful combinations with Years of Experience include:
• YOE + Degrees = educated professionals who may be considering advanced degrees
• YOE + Functions = seasoned functional leaders
• YOE + Skills = skilled experts
Interest and Traits Targeting Options
Interests and Traits Description Best Practices/Use
Member Groups Groups on LinkedIn are places where members who share interests or professional associations can gather, discover new information, and ask questions. These Groups often times suggest expertise in a given area. Use the search function on the LinkedIn homepage to find relevant groups. The larger and more active groups will typically appear at the top of the list.
Member Interests Interest categories reach people based on the content members engage with on LinkedIn, the professional topics they search for on Bing, and inferred based on attributes on a members profile. Interest targeting is an effective way to reach a range of members based on topics or categories they’re interested in most and is most effective for campaigns with awareness and consideration objectives. Interest targeting can also help you reach a unique set of audiences when other targeting options are too narrow. When using Interest targeting, consider pairing this with Function or Seniority. This helps focus your content to a more relevant audience.
Member Traits Member traits reach members based on their distinguishing characteristics such as frequent traveler, job seeker, open to education or the types of device they may use when spending time on LinkedIn. Member traits will typically represent a more narrow audience and may not need additional targeting criteria applied.