- [Instructor] Once you've identified
what you're willing to spend,
it's time to set up those details within your campaign.
So we're here in the early steps of creating a campaign
and you can see where you are and navigate between
all of the campaign creation sections
using the left-hand navigation.
Okay, so the first detailed to enter is the average daily
budget that you want to spend each day for this campaign.
Now there's a little nuance here.
Google is going to reserve the right to overspend
on your account, by up to two times your daily budget.
And this is used to smooth out variances during weekends,
weekdays, slow days and even busy days.
Now, you'll never get charged more than what your daily
budget would be if you added that up across the month.
So think of this more as your monthly budget
broken down by day.
So if you set your daily budget at say $10 per day,
then what Google is going to do is multiply $10 across
the average number of days in a month, which is 30.4.
In this case, that means that you would have a monthly
budget of $304.
So Google now taking that $10 per day could spend up to $20
in any given day.
But over the course of the month, they won't exceed $304.
So if you're seeing excessive spend on a particular day,
rest assured that it all will balance out
over the course of a month.
So let's go ahead and enter in $10 for our daily budget.
And then we'll move down to bidding.
Now Google starts by asking you what you want to focus on.
And by default, it's going to be whatever makes sense
for the type of campaign that you've created.
In this case, it's conversions.
However if I select the dropdown menu,
we can change how we want to manage our bidding.
We can select between conversions, conversion value,
clicks and impression share.
Let's go ahead and select clicks.
Here we can see that Google is again reminding us
that conversions is more recommended for this campaign type.
However, conversions requires data on our conversions
and it can take a while for Google to optimize
on those campaigns.
So, I'm going to start on clicks,
we can always change this later.
From here I'm going to select set a maximum cost per click
bid limit,
and this lets us indicate the maximum that we want to spend
per click.
Now you're going to have the ability to adjust this bid
by ad group and even by keyword,
but this really sets a global maximum as you begin
to build out the rest of your campaign.
So let's put in $4 here.
So, this campaign will now try to maximize clicks
at a $4 maximum cost per click limit.
Now if we were to adjust,
let's say we switched to conversions.
Instead, we can set a target cost per action,
which would be targeting our cost per that acquisition.
Let's say $40.
In this case, Google is going to do everything it can to try
to optimize the campaign to achieve
that cost per acquisition.
For this campaign, we'll set this back to clicks
and I want to draw your attention to selecting
a bid strategy directly.
Which is this line towards the bottom.
And it says not recommended in parentheses.
This is really advanced.
It allows you to use various strategies
across your portfolio to indicate how you want to manage
this bidding.
And it's something that we're not going to get into,
but I encourage you to explore it as you get more and more
comfortable with Google Ads.
Okay so from here, let's look at more settings.
In this section, you have two additional options available.
Under ad rotation, you have the ability to choose
how you want your ads to rotate.
And what this means is Google is going to automatically
take the ads that are expected to get more clicks
and show them more often.
So optimize is always going to yield
to those best performing ads.
If you choose do not optimize,
Google is simply going to rotate the ads indefinitely.
It simply treats them all equally.
That means that your lower performing ads continue to run
alongside your high-performing ads.
Now this is really only typically used when you want
to be in tight control of your A/B testing.
Otherwise I encourage you to simply leave it as optimized.
Now there are other ad rotation options,
and you can explore them on your own.
Next, let's select more settings again
and choose conversions.
It's here that you can identify
how you want to track conversions.
In other words, which conversions you'll include
in this campaign.
So Google understands whatever conversion tracking
that's being used is tied to this specific campaign.
Because you can track multiple conversion actions
and you can tie them to your campaigns differently.
So you can choose whether you want the account level,
which is all conversions.
Let's say in this case, this is a hotel any booking,
it's just a global conversion.
But perhaps we have specific conversion actions.
Maybe they signed up for the newsletter
or perhaps they signed up for a specific promotion
to get a dining coupon.
That sort of thing.
In this case, there's not much to configure here,
so I'll leave it as is and then we select next.
And there you have it.
That's how you configure your budget, your bid
and your conversions and ad rotation.
Next you'll work on your campaign settings.