Preparatory work:

  • Filling out the brief
  • Clarification of project details
  • Determining the target audience of the client
  • Segmentation of the target audience
  • Determination of USP for each segment
  • Building a preliminary Customer Journey Map
  • Preliminary analysis of competitors
  • Determining the positioning of the company
  • Determination of market size and seasonality of demand
  • Determination of goals and metrics of advertising campaigns (Reach, engagement, behavioral indicators, requests / conversions / sales)
  • Preparation of a media plan
  • Testing the performance of the main functions of the site (forms, shopping cart, etc.)
  • Defining landing pages
  • Checking the processing of get parameters
  • Preparation of technical specifications for a project for the implementation of the installation of the necessary codes, the formation of feeds, etc.
  • Verification of the implementation of TK

Configuring analytics systems

  • Installing a GTM container with codes for the required metrics, advertising and analytical services
  • Setting up tracking of targeted actions (conversions, transactions, CallTraking)
  • Connection between Google Analytics (Yandex Metrics, webvisor) and advertising cabinet
  • Setting up filters
  • Import of conversions from Google Analytics to the ad account
  • Preparation of a specification for the implementation of UTM tags (if necessary)
  • Setting up alerts in Google Analytics for changes in traffic, conversions, transactions, etc.

Setting up advertising accounts

Google Shopping Product Ads

Where your ad will appear:

  1. Shopping tab in Google Search.
  2. Google Search (next to search results, but separate from text ads) and Google Images.
  3. Google Search Partner Sites (if you’ve enabled them in your campaign settings).
  4. Google Display Network, which includes YouTube, Gmail, and Google Recommendations.

Pay attention to the following points:

  1. All products that you advertise must be presented on the website of your online store;
  2. The site must contain information about the return policy of the goods;
  3. Site pages must be secured with an SSL certificate;
  4. Contact information should be provided as fully as possible;
  5. Payment terms must be described accurately and clearly;
  6. The products comply with proliferation, which can be found at the link:


  • Formation of technical specifications for the development of an exclusive feed that goes beyond the standard Google requirements. As a result of which you do not have to guess on the coffee grounds how the goods are profitable and which ones are not …
  • Checking the correctness of the TK
  • Create a Google Merchant Center account
  • Verifying your Google Merchant Center account
  • Linking your Google Ads ad account and Google Merchant Center
  • Uploading a product feed to the Google Merchant Center
  • Setting up a feed update schedule
  • Passing feed moderation, implementing edits if necessary
  • Adding Company Information to Google Merchant Center
  • Connecting dynamic remarketing
  • Issuance of technical specifications for installing the necessary codes on the advertiser’s website for the most effective work of Google Shopping
  • Setting up Google reviews and product ratings
  • Expanding the reach of search queries for advertiser’s products
  • Assigning the structure of advertising campaigns
  • Setting up various rules for the most efficient operation and grouping of Google Shopping
  • Setting up advertising campaigns in a Google Ads ad account
  • Selecting the country of sale, campaign priority, product filter
  • Implementation of a list of general settings similar to those for search advertising described below (geography, audiences, etc. …)
  • Choosing a way to manage bids: (Target ROI, Maximum Clicks, Manual CPC)
  • Grouping products according to different conditions and correspondingly applying different bid management strategies if necessary
  • Adding a negative keyword list for a standard Google Shopping campaign
  • Checking rejected items if available
  • Setting up a new type of Smart Google Shopping campaigns, which includes regular Google Shopping and dynamic, per-product remarketing

Google Search Ads

  • Formation of the structure of the advertising office
  • Collection of key queries by various paid services, taking into account the keywords used by competitors (brand queries, queries by competitors, general queries, categorical queries, queries at the level of various filters, if any on the site, product-by-item queries, etc.)
  • Filtering non-targeted queries – generating minus word lists
  • Removing duplicate keywords
  • Grouping keywords
  • Development of ad texts taking into account A / B text
  • Setting target URLs for ads
  • Adding ad extensions: sitelinks, clarifications, structured descriptions, phone numbers, forms, addresses, prices, app links, promotions
  • Assigning names to advertising campaigns in accordance with the structure of the advertising account
  • Choosing the goal of an advertising campaign: (Sales, potential customers, site traffic)
  • Choosing a network (search network, search partners)
  • Implementation of settings for geography, devices, demographic parameters (gender, age, interests)
  • Setting your daily ad budget
  • Setting up language targeting
  • Choosing a bidding strategy (manual bids management, target percentage of impressions received, maximum conversion value, maximum conversions, maximum clicks, targeted ROI per conversion, etc.)
  • Select conversions to track (macro, micro conversions)
  • Adding Campaign URL Parameters
  • IP address exclusion
  • Adding different audiences
  • Setting the ad display schedule
  • Set up experiments as needed
  • Implementing advanced rate adjustments

Configuring DSA Dynamic Search Campaigns

The basic settings are similar to the settings for advertising campaigns in search, so there is no point in duplicating information.

  • Preparation of technical specifications for the implementation of a feed for a DSA campaign (product feed, category feed, etc.)
  • Verification of the implementation of the TK
  • Selecting the language of the advertising campaign (the feed must be in the same language)
  • Choice of ad campaign targeting methods: (Use site index in Google, use only URL from page feed, use URL from site index in Google and from page feed)
  • Writing ad texts, extensions
  • Adding negative words
  • Exclude keywords from previously generated search ads in Google search

Setting up remarketing in Google search

The basic settings are similar to the settings for advertising campaigns in search, so there is no point in duplicating information.

  • Creation and segmentation of target audiences
  • Importing audiences into an ad account
  • Writing ads, extensions

Shopping ads in Google search

The basic settings are similar to the settings for advertising campaigns in search, so there is no point in duplicating information.

  • Issuance of technical specifications for the formation of a daily updated feed with goods
  • Writing ads, extensions
  • Adding a negative word list
  • Writing a script to automatically substitute the price of a product in the ad text and check the availability of a product on the site, so as not to waste the budget for those products that are out of stock.

Advertising campaign to receive a call

Customization is similar setting up search advertising, except that in regular advertising we drive traffic to the site or application, and the purpose of this type of advertising is to make a call to your number when you click on the ad.

Works well in “hot” niches, such as: calling a taxi, a tow truck, ordering food delivery at home, breaking locks, etc.

Google Display Network Advertising Campaign

  • Studying creatives (banners, video ads) of competitors, drawing up a technical specification for a designer for the production of banners (static, animated, HTML5), or further customization using the standard functionality of an advertising office (without a designer – the efficiency will be worse)
  • Determination of the goals of the advertising campaign: to increase brand awareness, increase loyalty to the company, familiarize the audience with the promotion, attract customers close to the purchase
  • Preparation of automatic rules and scripts to exclude ad impressions on “garbage sites”
  • Select a campaign subtype: Standard Display Campaign, Smart Display Campaign (available if you have previously received 100 conversions from search and 50 from Display Networks)
  • Setting the geography of advertising display, language, budget
  • Choosing a bidding strategy: Target CPC, Target ROI, Max Clicks, Max Conversions, Visible CPM, Manual CPC
  • Setting up ad rotation
  • Configuring devices to display ads
  • Configuring frequency caps for ads to a user within an ad, group, or campaign
  • Conversion settings for optimization (macro or micro conversions)
  • Configuring Excluded Content
  • Assigning ad groups
  • Choosing a targeting is the most time consuming process in the whole setup. It is extremely important to choose the most relevant audience here:
    • Who are they? (Audiences by detailed demographics)
    • What are their interests and habits? (Category of Interests)
    • What are they looking for and what purchases are they planning? (Interested Buyer Audiences and Event Audiences)
    • How do they interact with your company? (Remarketing audiences and similar audiences)
    • Combined audiences (your combined audiences)
    • Your special audiences (Special audiences)
    • Choosing to target specific sites and YouTube channels
  • Demographic settings
  • Setting up a targeting extension
  • Uploading creatives (banners, videos)
  • Assign a relevant landing page

YouTube advertising campaign

In many ways, the algorithm is similar to setting up advertising campaigns in the Display Network, but there are also significant differences.

  • Linking a YouTube channel with a Google Ads ad cabinet
  • Choice of advertised videos and target audience
  • Selecting a campaign subtype:

Personalized Video Campaign, Non-Skippable In-Stream, Out-Stream, Increase Conversions, Ad Sequence, Shopping

  • Choosing a bid management strategy: CPV maximum CPV, maximum cost per thousand impressions (CPM), target CPM, CPM, target CPV, maximum conversions
  • Setting the budget, start and end dates for advertising
  • Choosing a display location: YouTube search results, videos themselves, or partner video resources
  • Avoid live broadcasts or embedded videos when needed
  • Create ad groups
  • Setting up demographic data, audiences
  • Setting up targeting (similar to Display Network), keywords, topics or placements
  • Configuring frequency caps and views
  • Bid assignment
  • Upload video ads
  • Connecting a script for cleaning irrelevant video channels, for example, children’s

Dynamic, per item remarketing

Making settings similar to KMS

  • Connecting a product feed
  • Loading custom audiences by installing a code that transmits data about product card views
  • Issuance of technical specifications for installing a code
  • Checking the correctness of the implementation of the TK
  • Setting up a campaign (campaign name, geography, language, choosing a bidding strategy, etc. …)
  • Audience selection: Users who searched your site, Users who started the conversion process but did not complete it, Users who viewed at least one page with a detailed description of a product or service, Users who have already made purchases or other conversions on your site, Users who visited your site but did not view specific pages
  • Creation of ads
  • Campaign launch

General remarketing

General remarketing according to numerous conditions, for example: went to a certain page and did not convert, watched the video and left a request, downloaded the catalog, viewed more than 2 pages, scrolled over 80% of the page, entered from a specific device or region, and much, much more …

The settings are similar to setting up a display campaign

  • Creation of special audiences remarketing through the Google ad tag, or Google Analytics (import of audiences into the ad account)
  • Create ad groups
  • Create ads, download banners, videos
  • Setting budget, region, rates, etc …

Launching an advertising campaign