Goal:
Successfully set up a brand awareness campaign on Google.
Ideal Outcome:
Successfully submit a brand awareness campaign for Google Ads team to review.
Prerequisites or requirements:
You need a Google Ads account. If you don’t have one please follow SOP 014 (web version): Create a Google Ads account. Ideally you should have created creative banners for display ads. If you have not, refer to SOP 137 (web version): Create a Google Display Ads Creative Brief.
Why this is important:
Google brand awareness campaign allows you to raise awareness and visibility of your product, service, or cause. This is the very first step in the marketing funnel, and a crucial foundation to eventually acquire customers.
Where this is done:
Google Ads manager.
When is this done:
In the early stage of marketing your business.
Who does this:
Person responsible for media buying.
Set up a Brand Awareness Campaign on Google
- Head to https://ads.google.com/ and log in to your account.
- Select an account that you want to create the brand awareness campaign.
4. Click the blue “+” icon to create a new campaign.
Name your campaign and input your campaign preferences:
Note: Whenever possible you should standardize the naming process and adopt a naming conventin following SOP 148 (web version), if you don’t have one yet you can use: Brand Awareness- [Product name]
Locations: Select the locations where you want your ad to be displayed.
Note: If you only ship to certain countries you might want to take that into consideration in this option.
Note: Take into consideration that there might be a slight fluctuation on your daily spend and it is possible that in some days your campaign might overspend a little bit more than the daily budget you have selected.
Note 2: The daily budget you set should be based on the number of users on the remarketing list. The larger the list, the higher the budget you should set.
Note 3: If you’re just getting started you can select a budget between $20-50/day, you can edit and adjust this later on.
10. Bidding: Select “viewable impressions” as your campaign focus and make sure to set a viewable CPM bid. This is the amount you’re willing to pay for every 1,000 impressions on your ad.
On the right, you can see the estimated ad impressions based on your budget and bid.
11. Click “Next”.
Click “Audience Segments” (Optional, select if you know your target audience’s demographic and interest), then click “Browse” and select your target audience’s interest or demographic.
Enter your website to get keyword ideas.
Check “Only show ads on webpages, apps and video related to these keywords”
13. Click “Next”.
Final URL — Make sure the URL is correct and loads as intended.
Business Name — The name of your business.
Images — Upload high quality Square (1200x1200) and landscape image (1200 x 628). Add at least 2 images following SOP 137 (web version): Create a Google Display Ads Creative Brief
Headlines — Write headlines within 30 characters. You can write up to 15 headlines. Note: All your headlines won’t show at the same time, rather, Google will rotate your headlines based on the user’s device or search query.
Long headline: The long headline (90 characters) is the first line of your ad, and appears instead of your short headline in larger ads.
Description — Write a description within 90 characters. You can write up to 4 descriptions.
You can see a preview of your ad on the right.
15. Once done, click “Create Ad”.
