Run a campaign on Google

This article will be looking at publishing an ad on the Google Ads network, via Google Ads, using Lexer Activate. Before you get into it make sure you have the following ready:

  • Access to your Google Ads account
  • An integrated Google Ads account
  • A Google Ads activation in Lexer Activate
  • A tribe or tribes saved in Lexer Identify
  • Your Google Ads account must have an average annual spend of over $50k USD

You can read more about integrating accounts here, or if you need a refresh on setting up tribes, head here.

Creating your activation

First, you’re going to navigate to Lexer Activate. Activate allows you to send audiences to social, search, email platforms, and keep up to date on your activation status. Learn more about Activate here.

Your first step is to click “ACTIVATE NEW AUDIENCE”. As you’re sending this to Google, select the appropriate Google Ad account.

Next we’re going to pick your relevant tribe or tribes, and send your audience. If your combined audience size is greater than 1 million, schedule the activation and get in touch with Lexer Support to approve the audience.

Set and forget - auto-updating audiences

You have the option to enable always-on audiences to Google, which will add and subtract customers as they move in and out of your tribe. In this example we’re targeting customers who haven’t installed your loyalty app, so as new users download it they’ll be removed from your audience. Audiences in Google are updated twice a day (every 12 hours) with a refreshed list of customers that now match your tribe’s parameters. If you’d like to make a change to the frequency that this updates, contact Lexer Support.

Once you send an audience, you can begin building this activation and sending it to your chosen Google Ads account. The larger the audience, the longer this can take. We will notify you once an audience has been sent via email, the moment you receive that email your audience should be immediately available in your Google Ads account. It may take a few hours before it is ready to use, but you can start making your ad right away.

Let’s get out of Lexer and head over to your Google Ads account.

Creating your Google Ads campaign

Head to ads.google.com and make sure you’re logged into the correct account. Your Google Ads account links to a Gmail account, so double check you’re not accessing it with a personal Gmail.

This is the home screen you’ll be welcomed with, if you have any existing campaigns this is where you’ll get an immediate snapshot of how they are performing.

Finding your custom audiences

If you want to check all the audiences already Activated to Google, you can navigate to the Audience Manager.

  1. Click Tools
  2. Click Audience Manager

From the audience manager, head to the “CUSTOM AUDIENCES” tab to see all of your audiences. You’ll want to make sure your audience is ready to go before you start building the ad.

  1. Click the Customer Audiences tab

Starting your campaign

When your audience is ready to go, let’s head back to the Google Ads home screen and start making your campaign. To do this, you can click on the Google Ads logo.

Selecting your campaign type and assigning a goal

Now let’s click on “NEW CAMPAIGN” and choose your campaign type.

There are a few different campaign types, in this example we just want to have this run as a search campaign. You can read about the other campaign types here: About Google Ads types.

Here you get to choose a campaign goal, these largely help to support you as you build your campaign with Google. In this example we’re going to work with the LEADS goal. You can read more on campaign goals here: About goals in Google Ads.

Campaign settings

When building out your ad campaign, you’re first required to provide the following:

  1. Name Make this memorable and relevant. We suggest incorporating your tribe or activation name to make reporting easier.
  2. Networks You can elect to have your ad served on the Google search network and/or ad network. In this example we’ll just check search network.
  3. Locations With Google you can elect to limit your ad to specific regions, remember if you’ve already incorporated location attributes in your tribe this might not be needed.
  4. Languages You may elect to only serve this ad to English speakers, and have a custom ads for other nationalities.
  5. Budget Google allows you to enter your maximum spend per day, this is then charged monthly in line with the number of days of that given month.
  6. Bidding Google will gear your bidding to benefit either, clicks, impressions, or conversions. This guide will be using conversions, you can read about the other kinds here: Determine a bid strategy.

Next up:

  1. Choose your start and end dates
  2. Add your audience(s)

You can also add in extra information to your ad, like additional links, more business information or a specific phone number. These areas are optional, and we’ll be leaving them blank in this example.

Set up ad groups

Ad groups are a list of keywords you want to be associated with your campaign. There are two types of ad groups:

Standard Text ads written by you that serve based on keywords that you select.
Dynamic Text ads that use your website content to target relevant searches and generate headlines automatically.

If you’re comfortable with the standard of copy on your associated website, choosing Dynamic will work fine. But if you’d like absolute control, select Standard and populate the lists yourself.

If you use the standard option, Google provides a handy tool for you that will help you with some keyword ideas. This might reduce the uniqueness of your terms, but it will make the process quicker.

Create your ad

This is where you get to really work on the creative of your ad. You can populate the following:

  1. Enter your final URL
  2. Add headline 1
  3. Add headline 2
  4. Add specific site URL path to your ad
  5. Include a brief description

Google doesn’t provide you with a whole lot of characters to use here, so remember to keep your ad to the point, and focused on the end goal of the customer. For example, we’re wanting our customers to download our loyalty app. Instead of writing Download our app today! You could instead talk to the benefit of what this action will bring, Save in app now!.

Sending your ad live

Once you’ve finalized your copy and you’re happy to proceed, click the save and continue button. You’ll be taken to the final page, where you can read the summary of your ad. Now you’re done, click through to view your ad’s progress (Google need to approve all ads before they go live). This process shouldn’t take longer than a day.

To view the current status simply click CONTINUE TO CAMPAIGN.

Final things to remember

  • Access to your Google Ads account
  • An integrated Google Ads account
  • A Google Ads activation in Lexer Activate
  • A tribe or tribes saved in Lexer Identify
  • Your Google Ads account must have an average annual spend of over $50k USD

More information