1. Objective

To create, manage, and optimize Demand Generation ads on Google Ads to increase brand awareness, drive traffic, and generate leads.

2. Preparation

1. Define Goals:

   • Determine the specific goals for your Demand Gen campaign (e.g., brand awareness, lead generation, website traffic).
   • Set measurable KPIs (Key Performance Indicators) such as impressions, clicks, CTR (Click-Through Rate), and conversion rate.

2. Identify Target Audience:

   • Define the target audience based on demographics, interests, and behavior.
   • Use Google Analytics and CRM data to create audience segments.

3. Budget Allocation:

   • Determine the overall budget for the campaign.
   • Allocate daily or monthly budgets for different ad groups.

3. Campaign Creation

1. Campaign Setup:

   • Log in to your Google Ads account.
   • Click on the “Campaigns” tab and select “New Campaign.”
   • Choose the campaign objective that aligns with your goals (e.g., Sales, Leads, Website Traffic).

2. Select Campaign Type:

   • Choose “Display” for broad reach and visual ads.
   • Choose “Search” for targeting users actively searching for related keywords.
   • Choose “Video” for YouTube ads if video content is part of your strategy.

3. Campaign Settings:

   • Name your campaign.
   • Select locations and languages.
   • Set bidding strategy (e.g., Target CPA, Maximize Conversions).
   • Set the budget.

4. Ad Group and Audience Targeting

1. Create Ad Groups:

   • Create multiple ad groups to target different audience segments.
   • Name each ad group clearly based on the audience or product focus.

2. Define Audience Targeting:

   • Use Google Ads’ Audience Manager to create custom audiences.
   • Target based on demographics, interests, and behaviors.
   • Utilize remarketing lists to re-engage past website visitors.

5. Ad Creation

1. Create Compelling Ads:

   • For Display ads, use high-quality images or videos.
   • For Search ads, write compelling headlines and descriptions.
   • Ensure the ads align with your brand message and campaign goals.

2. Ad Extensions:

   • Use ad extensions (e.g., site link, callout, structured snippet) to provide additional information and enhance ad visibility.

3. Landing Pages:

   • Ensure landing pages are relevant to the ad content.
   • Optimize landing pages for conversions (e.g., clear CTA, form, fast loading speed).

6. Campaign Launch

1. Review Settings:

   • Double-check all settings before launching the campaign.
   • Ensure tracking codes (e.g., Google Analytics, conversion tracking) are implemented correctly.

2. Launch Campaign:

   • Click “Save and Continue” to launch the campaign.

7. Monitoring and Optimization

1. Regular Monitoring:

   • Monitor campaign performance daily.
   • Track key metrics such as impressions, clicks, CTR, conversion rate, and ROI.

2. Optimization:

   • Adjust bids based on performance data.
   • Pause underperforming ads or ad groups.
   • A/B test different ad creatives and landing pages.
   • Refine audience targeting based on insights.

3. Reporting:

   • Generate regular reports to assess campaign performance.
   • Share insights with stakeholders and adjust strategy as needed.

8. Compliance and Best Practices

1. Ad Policies:

   • Ensure all ads comply with Google Ads policies.
   • Avoid misleading claims and ensure transparency.

2. Best Practices:

   • Keep ad copy concise and compelling.
   • Use strong visuals for Display ads.
   • Continuously test and iterate on ad creatives and targeting strategies.

This SOP should help you set up and manage effective Demand Gen campaigns on Google Ads. Let me know if you need any more details or assistance!