When you are starting Google Ads campaign you need to understand its goal. Depending on the nature of your business – Google Ads offers a wide variety of targeting methods, here are some examples in our experience:

• If you have an e-commerce project, start with Google Shopping campaigns and utilize 3 types of retargeting: Search, Display, and Dynamic. Once you get some good results, you may export a list of your top products, for example, bestsellers and you can then set up a separate Dynamic search ads campaign for them. Then you can experiment with Search Campaigns.
• If you need to generate leads, I would recommend starting with search and display remarketing. However, if your audience is very broad, for example, when you offer free yoga lessons for a client’s email address, you can start with Google Display Network campaigns; the cost per click in Google Display Network is much lower compared to the search.
• If you need to promote your brand use YouTube In-stream and Discovery Ads and Google Display Network campaigns. You may request Brand Lift campaigns from your Google representative or contact Premier Google Partner.

Never use Google Ads Express – it proved to be waste of your budget because you would be targeting lot’s of irrelevant keywords.

The Google Display Network is a set of placements such as YouTube, different websites, and apps where you can display your ads based on targeting criteria, which you will define. To get the most out of it I would recommend checking out this article, which we have written for the Official Google Ads Community.

There are different types of remarketing: search, display, dynamic, and video. To get the most out of them check out our  Guide to Google Remarketing

1. When you are setting up a new account, first you can start with a shared budget because you don’t know the results you will get.
2. Different match types usually have different conversion rates, so I create separate campaigns in different match types – Broad, Exact, and BMM (broad match modifier). Sometimes I create 3 initial budgets on a shared library level, based on the match type that I use.
3. Once you see conversion rates you can set separate budgets on a campaign level for high and low performing campaigns, there is no sense to limit profitable campaigns by budget.

Responsive ads were created to look good on all devices. Compared to previous text ads, Responsive ads have 15 headlines (30 characters each) and 4 descriptions (90 characters each). Sometimes there can be headline truncation. However, based on Google info, it doesn’t happen very often. When your ads are under review for more than one business day, you can fill in this form, so the Google team reviews them. The key success factor is creating ads relevant to your target keywords. Here are some ideas that can help you:
Use keyword insertion, which will update your ads to include your target keyword in it. To use it, you need to use a small code {KeyWord:} in your ad. For example, you use {KeyWord:Shop Timberland at FARFETCH} in the headline.
Include the target keyword in a description; we have created our script, which can create relevant ads for a hundred ad groups at once.
Use special characters and numbers to provide helpful information to customers and differentiate your ad from your competitors’.

Extensions help to get a higher CTR and quality score; Google is constantly adding new extensions so you can provide relevant information to your potential customers.

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