Campaign settings Reason Check

Campaign name Fill in a good name beceause If you have lots of campaigns you can regonize the one you need( tips use campaign type, country, goals etc.)
Goals Did you chose the right goal? Keep in mind that if campaign specific goals are put on secondary they still work as primary in the campaign specific category
Customer Acquisition Put this on if you want to focus on new clients, you must measure new vs returning clients and only give 0.01 extra value
Marketing objective Fill this in to get the right recommendations from Google
Networks Put these in the beginning off, test them later in your process. These networks can have bad placements.
Location Target the right location, click on location options and I would normally chose for People in or regularly in your targeted locations
Languages Choose the language your audience speaks. If you have no reason to think that other languages can lead to worse performance choose all languages
Budget Monthly budget/30.4 = day budget
Bidding Only chose conversions if you have enough data(20-30 conversions) Otherwise chose a differtent strategy that fits your goal.
Automatically Created Assets Only put this on if you good content on your website and if you are okay to not control your ads
Start & End date Only use these if the campaign has a begin and end date
Broad match keyword Would not recommend to put this on. Try broad match later with experiments or just fill-in manually
DSA settings Fill in your website and the language from the website
Value rules Only use these if you have data to back these rules
Ad rotation Keep on best performing ads
Campaign URL options Only use if you have a tracking template
IP Exclusions Fill-in your own IP and the IP from the company
Brand restrictions Only use this when you want broad match on and brand restricted otherwise just exclude your brand.
Display Campaign settings

Campaign name
Campaign status
Goals
Marketing Objective
Location
Languages
Bidding
Budget
Ad rotation
Start & End date
Devices
Frequency management
Campaign URL options
Dynamic Ads
Value rules
Content exclusions
IP Exclusions

Display Tips
Optimized targeting
Audiences
Audiences
Audiences
Excluding
Excluding
Retargeting
Targeting signals
Targeting signals
Targeting signals
Targeting signals
Additional observations
Tips
Optimizing
Optimizing
Optimizing
Optimizing
First time
Reason

Fill in a good name beceause If you have lots of campaigns you can regonize the one you need( tips use campaign ty
Enabled
Did you chose the right goal? Keep in mind that if campaign specific goals are put on secondary they still work as pri
Fill this in to get the right recommendations from Google
Target the right location, click on location options and I would normally chose for People in or regularly in your targe
Choose the language your audience speaks. For display I would not chose for all languages because you can get rare
Only chose conversions if you have enough data(20-30 conversions) Otherwise chose a differtent strategy that fits y
Monthly budget/30.4 = day budget
Keep on best performing ads
Only use these if the campaign has a begin and end date
Show on all devices. Only show selected devices if you have a good reason( big conversion difference)
Normally I don't adjust this
Only use if you have a tracking template
Use this option if you have products that you want to show in Display Ads, you can also select specific products
Only use these if you have data to back these rules
Select all the labels that you don't want to show on. You can also do this on account level at the set-up > content su
Fill-in your own IP and the IP from the company

Chose the right audience for your display campaign. The reach is really big so create custom segments with: best co
You can also add Affinity, In market and life events or data segments. Other tip: add audiences as observation to sea
Keep in mind that if you are using your data segments this campaign becomes retargeting. Normally you don't want
If you run retargeting, exclude purchasers. If they buy the product after 30 days again only make a segment for exam
If you run prospecting exclude website visitors/ people who orderded. You can also chose a timeframe for this(past
Try to make retargeting specific will still having a big enough audience
Can be usefull, fill in your highest converting keywords and add negative keywords from search campaigns, If you ha
Signals can help Google with finding the right websites, Apps & Videos
Keep in mind that targeting signals reduce your reach. For example if you chose New York times as placement. Your
Exclude bad placements, you can use lists that are avaliable on websites like Lunio
Can be used if you want extra information without narrowing your campaign further
You can make audiences at the shared library then click on Audience manager
Keep excluding bad placements
Keep testing with Ad copy. Keep in mind that the copy needs to be right for the audience. Prospecting copy for exam
Keep an eye on the audiences which are performing well and shut down the ones that are not performing
Display Ads do not always gain lots of hard conversions try to have a look into more soft conversions like add to cart
If you start for the first time with display ads I normally would recommend to start lower in the funnel with retargeti
Check

Check
Conversion settings

Conversions name
Goal and action optimization
Value
Source
Count
Click-trough conversion window
Engaged-view conversion window
View-trough conversion window
Attribution

Conversion tips
E-com
B2B
Transaction ID
POAS
Datalayer
Third-party attribution
Server side tracking
New vs returning customers
Consent mode
Minimum for smart bidding
More information
Cart data
Remarketing tag
Value rules
Returns
Data exclusion
Customer match
Seasonality adjustment
Enhanced conversions
Reason

Chose the right name so that you know what you are measuring
Only put the conversions on primary that you want to use for bidding, make sure you also chose the right catergory
If you can give a value to a conversion do it but it must be correct. If you are an e-com make sure you send dynamic
You can sent conversions from different sources to Ads. The best tag is normally the Google Ads tag. You can always
For purchases put it on every, For other conversions normally put it on one
Set on 30 days standard, If you have a long conversion window put it higher. If you have a short conversion window
Normally I leave this on 3 days
Normally I leave this on 1 day
I normally prefer data driven attribution

Measure different conversions for E-com add to cart, shopping cart, start payment and purchase.
Measure contact form and if you get lots of calls start with call tracking. If you get purchases offline use offline conv
Use transcation id otherwise you can get duplicate sales
If you have different margins check if you can use POAS
Make sure that you have a datalayer. If you have Wordpress you can use GTM4WP
Use these tools if you have a high spend, lots of touchepoints and if you use different channels actively
Use server side tracking for better measurement
Measure new vs returning customers to get better insights in which campaigns lead to more new customers
Use consent mode so that you can measure more conversions with conversion modeling
Only use smart bidding if you have enough conversions normally I would advice 30 per month
If you want more information about a conversion for example the product name use custom variables
Use Cart data to see which products are clicked on and later purchased. Normally the product that gets the click get
Measure product id so that you can use remarketing properly
Only use these if you have a good reason
Restate conversions if you had an return/retour
Use data exclusion if you had wrong data for a period
Add customers to your audience list
Make a seasonality adjustment if you expect to have a higher conversion ratio for a short time
Use enhanced conversions if you can't us GCLID conversions import(GCLID is normally more accurate)
Things you can check or optimize in Ads
Placements
Search terms
Inventory
Inventory
Account settings
Ads
Match type
Audiences
Webpages
Locations
Ad Schedule
Conversions
DDA
Keywords
Segment
Budget
Budget
Product ID
Ads
Assets
Structure
Quality score
Connections
Auto tagging
DSA
Exclude brand
Optimized targeting
Audiences
Free product listing
Merchant Center
Pictures
CSS partner
Product price
Reviews
Shipping
Disapproved products
Custom Columns
Check your placements for display ads and exclude bad ones. If you want to exclude bad ones before you start your
Check your keyword report and exclude bad performing keywords. Also make sure to exclude keywords before you
Check your inventory type at the content suitability center. Normally I put it on limited. Also check your advanced se
Exclude sensitive content, types and labels, themes, keywords and placements.
Check the Auto-apply section. I normally only have a few on.
A/B test with your Ads and see which one performs better
Have a look at your match type. Is broad really performing better? If you don't think so make an experiment.
Add audiences to see which one are performing well
You can test with different URLs to see which one is performing better.
Are some locations performing way better?
Do you see differences in days or hours?
Are you using the Ad tag?
Chose the right attribution model
Stop bad performing keywords
Segment camapigns further if you have enough conversions, you can segement on performance or profit for examp
Is your budget going to the most profitable campaigns? Or could a relocation of budget lead to better performance?
Are you limited by your budget? Maybe you can test with a higher budget?
Make sure you track the Product Id for remarketing
Write good ads and try to optimize these Ads
Make sure you are using all the assets. Also make them specific on Ad group level
Always check if your structure makes sense. To many campaigns without a good reason? Consolidate them. Or do yo
Check your quality score and try to improve it.
GA4, Search Console, GMB, YouTube and Merchant Center
Make sure this future is on
Check if the right pages are shown for your DSA campaign
Did you exclude brand in other campaigns?
Check if you use optimized targeting in remarketing( this should not be the case)
Check your audiences, are they still relevant? Do you need to create new ones or you can test with new audiences
Are you using free product listings in Merchant Center?
Did you fill in the right titels and GTINS?
Try experiments with different product pictures for Merchant Center and Search!
Use a CSS partner in Europe this can create a discount on your bids
Are your product prices competitive?
Are you using reviews in Shopping?
Make sure you set up shipping the right way
Do you have disapproved products or suggestions to fix them?
Want to have more insights into your performance check the custom columns from Miles, Denie and Arjan!