Purpose

This SOP aims to provide a step-by-step guide for creating and managing Google Smart Ads to ensure effective and efficient advertising campaigns.

Scope

This SOP applies to all team members responsible for managing Google Ads campaigns.

Responsibilities

• Campaign Manager: Oversees the creation and optimization of Google Smart Ads.
• Content Team: Provides ad copy, images, and videos.
• Analytics Team: Monitors performance and provides insights.

Procedure

1. Setting Up a New Campaign

1. Login to Google Ads:

   • Access the Google Ads dashboard by logging in with your credentials.

2. Create a New Campaign:

   • Click on the + New Campaign button.

3. Select Campaign Goal:

   • Choose the primary goal for your campaign, such as Sales, Leads, or Website Traffic.

4. Select Campaign Type:

   • Choose Smart as your campaign type.

5. Set Campaign Settings:

   • Campaign Name: Choose a descriptive name for your campaign.
   • Location Targeting: Select the geographic locations where you want your ads to appear.
   • Language Targeting: Choose the languages your audience speaks.
   • Budget: Set a daily budget for your campaign.
   • Bidding: Google Smart campaigns use automated bidding, so no need to set bids manually.

6. Define Conversions:

   • If you haven’t set up conversions, follow the prompts to define what actions you want to track (e.g., purchases, sign-ups).

2. Creating Ad Content

1. Provide Business Information:

   • Enter your business name and website URL.

2. Ad Assets:

   • Headlines: Add multiple headlines (up to 5) that describe your business or offer.
   • Descriptions: Provide up to 5 different descriptions of your business or offer.
   • Images: Upload high-quality images that represent your business (recommended size: 1200 x 628 pixels).
   • Videos: Upload any promotional videos (optional but recommended).

3. Ad Preview:

   • Review how your ads will appear across different placements (search, display, YouTube).

3. Launching the Campaign

1. Review Settings:

   • Double-check all your campaign settings, ad content, and conversion tracking setup.

2. Launch Campaign:

   • Click Save and Continue to launch your campaign.

4. Monitoring and Optimization

1. Monitor Performance:

   • Regularly check the performance of your Smart Ads using the Google Ads dashboard.

2. Adjust Budget:

   • Based on performance, you may need to increase or decrease your budget.

3. Analyze Conversions:

   • Use Google Analytics or the Google Ads conversion tracking to analyze which ads and keywords are driving the most conversions.

4. Ad Optimization:

   • Test different headlines, descriptions, images, and videos to see which combinations perform best.
   • Pause underperforming assets and focus on high-performing ones.

5. Audience Targeting:

   • Review audience insights and consider adjusting your targeting settings for better performance.

5. Reporting

1. Generate Reports:

   • Use Google Ads’ reporting tools to generate detailed performance reports.

2. Share Insights:

   • Share key performance metrics and insights with relevant stakeholders.

3. Continuous Improvement:

   • Use the data from reports to refine and improve future campaigns.

References

• Google Ads Help Center
• Google Analytics Help Center

Feel free to modify this SOP to fit the specific needs of your organization. Let me know if there’s anything more specific you need!