Setting Up

When setting up your ads account, it is very important to properly configure the conversions you’ll measure, defining the type, value, attribution window, etc., as well as linking with Google Analytics, CRM, YouTube Channel, App Store, etc. as needed. It is very important that you become familiar with the platform’s advertising policies, in case they apply to the content, industry or products you’ll be advertising. Additional verification might be needed for some of them, and rules change depending on location.

You’ll also have to make sure that your Ads comply with the proper technical specs. You’ll find them here for Text Ads, Display Ads, Video Ads, Responsive Ads, Local Services Ads, Shopping Ads or App Ads. And you’ll also have to make sure they comply with each format’s requirements for content.

You can also get a head start in setting up audiences for your campaigns

after the proper tracking systems are installed and connected on your site and/or app. Keep in mind that website- or action-based audiences can take a long time to fill up and be available for targeting, depending on your site’s traffic. A minimum of 1000 unique users is usually needed for the audience to be available, but it can be more depending on the campaign and other variables.

While the platform might recommend the Smart Mode of campaign implementation, and that usually works for simple goals, we recommend the Expert Mode, since it will give you more control and many more configuration options.  

When you’re ready to start implementing your campaigns, you’ll begin by selecting a main goal, then move on to the type. For most campaign types, you’ll have the option to create many ad sets, to separate different destination URLs, targets, creatives, products, etc.

When selecting your budget and bids keep in mind that this is a bid base platform; therefore, the actual spending in a given time period will not always be a pre-set round number. The actual daily average might vary +/- 20% of the set amount, and the monthly total might be over or under the linear projection, since unit costs, availability of impressions and clicks might vary from day to day.  

Not all creatives will be available for all campaign types. You can find out which ones are available in the chart here. We recommend grouping ads by common targeting settings or themes, for example, in an online sales campaign for a retailer: Women’s Clothing, Houseware, Home Décor, Men’s Clothing, etc. Or even more detailed, like Women’s Shoes, Women’s Skirts, Tableware, Cookware, etc.

Keep in mind that all URLs within an ad set must point to the same domain. If your marketing plan contemplates different domains (,,, then you’ll need separate campaigns, ad sets and conversions for each. If they are all subsections of the same domain (, etc.), then you can use one campaign, ad set and conversion for all. 

We recommend using Ad Extensions where applicable to improve performance and user experience.