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Setting Up Your Google Ads Account

The initial setup of your Google Ads account is crucial for the success of the campaign. All campaigns need to be created using best practices and the use of SKAGs (Single Keyword Ad Groups).

Creating a new account

  1. Log into the Venta manager account (Do not create an account under your personal ads account)
  2. On the left-hand navigation click on Accounts
  3. Click on the blue +
  4. Create a new account
  5. Fill out the company information and add the CLIENT credit card (do not choose an existing billing method unless instructed by management)

Linking to an existing account

  1. Log into the Venta manager account (Do not create an account under your personal ads account)
  2. On the left-hand navigation click on Accounts
  3. Click on the blue +
  4. Choose link to existing account
  5. Place the customer ID into the box and click send request

Building out the structure

  1. In the client’s Paid Media folder, create a new folder called Google Ads
  2. Create a new sheet from a template
  3. Select Account Structure (Template) (Example)
  4. Build out your keyword list.
    • You will need to complete your keyword research but the ‘Seed Tab’ will help you set up the most robust keyword list and make sure that you do not miss any valuable variations.
    • Once your Seed KW tab is built out, use this PPC Concatenation Tool to combine into your desired keyword list.
  5. Build out your Campaign settings on the ‘Campaign Tab’
    • Campaign state should say Enabled
    • Campaign will be your campaign name – Think about how you are going to break up your keywords into relevant themes or services.
      • Ex: VM_Branded_0620, VM_SEO_0620, VM_Paid Media_0620, VM_Web Design_0620
    • Set your budget to be your daily budget for each campaign
    • Campaign type should say Search
    • Bid Strategy Type should say CPC
    • You can leave the remaining sections blank but do not delete the columns.
  6. Build out your Ad Group Tab
    • Ad Group State should say enabled
    • In your ‘Ad Group’ column, you will add an ad group for every keyword you are going after
      • This is how you create SKAGs
    • In the ‘Campaign’ column you will start separating your ad groups into the relevant campaigns
    • You can leave the remaining sections blank but do not delete the columns.
  7. Build out your Keywords Tab
    • Your keyword state should say Enabled
    • In the Keyword Column, you will want to create your match types by adding the corresponding symbol. ( Create your list as one match type and then repeat the whole list for the next match type. If you try to do all the match types for each keyword together it will make the rest of the buildout harder)
      • Broad Match – example keyword
      • Broad Match Modifier – +example +keyword
      • Phrase Match – “example keyword”
      • Exact Match – [example keyword]
    • Fill out the Match type column with what you are going after
    • Fill out the ‘Campaign’ column with the corresponding campaign.
    • Fill out the ‘Ad Group’ column with the corresponding ad group
    • You can leave the remaining sections blank but do not delete the columns.
  8. Download each of the tabs as a CSV

Uploading Into Google Ads

  1. Click on tools and settings
  2. Under Bulk Actions select Uploads
  3. Click on the blue +
  4. Leave “What are you uploading” as a campaign
  5. For “Source” choose upload a file and select your files
    • Always upload in this order: Campaign, Ad Group, Keywords
    • Always preview before you apply to make sure you catch any errors before it uploads