This article will cover the most common questions related to Google Ads and the Metadata Platform.
How do Ad groups in Google Ads translate to Metadata?
We create a separate Google Ads Ad Group for every Metadata experiment. 1 Metadata Experiment = 1 GA Campaign, that holds the 1 Ad Group.
For Manual Bid, what does the Amount field mean and do?
The amount field = your max bid for clicks. As in, if it costs most than that, your ad won't show.
Note: Your bid prices should always be lower than the daily budget per experiment. For example, if your average CPC is $30, ideally, you have $100+ in the daily budget, so you don’t get 1-2 clicks, and the experiment is over.
When a Google Campaign is set on manual bid - does the end-user have to run the manual bids in Google Adwords? When can/should Maximized Conversion be used?
Max conversions are ideal when you want the most conversions possible and don’t have a cost target in mind.
Target CPA is better when you want to be more conservative.
The downside of auto-bidding (ex: Target CPA / Max Conv), when there is no conversion data, is Google will set your bids so low that you lose impressions.
This is why for ‘new campaigns’, the best practice is to start manually and then switch to an automated strategy after 15 conversions.
Or you could start automated, and if you notice you’re not getting impressions despite high search volume, switch manual and guarantee visibility.
When creating a Google Campaign, in the Advanced Settings, you can select exact, phrase, or broad match - does this override phrase match the keywords added to the campaign?
Positive and negative keywords added to the Library have no match type at the time of creation.
When creating the campaign, the match type is selected in Advanced Settings and is applied to all positive and negative keywords added. By default, it automatically sets to phrase match.
Does auto-pause settings run against Google Ads?
Yes, it does. You may group together the campaigns for Google Ads under the same auto pause settings as LinkedIn and Facebook or you can create a specific one for Google Ads.
Does the dynamic UTM field <custom audience name> work for Google Ads?
Yes, it currently does. When using < custom audience name > for the UTM it will take the keyword and place that dynamically in the UTM. If using a keyword + audience in the campaign it will still insert the keyword into < custom audience name >
Can Google Ads campaigns be launched with just an audience and is it based on the keyword AND audience? Or keyword OR audience?
Currently, to launch a Google Ads campaign there needs to be a keyword you cannot do only an audience. The logic is keyword AND audience.