Build a Google ad

Before assembling your ad in Google Ads, you’ll want to have all key elements ready. Here’s a high-level overview of what you will need:

• Copy: Have your ad copy written and proofread in advance. It should be quick to read, align with your objective, and guide the reader to click a link. You’ll also want to make sure it is error-free and grammatically correct.
• Keywords: Determine what keywords (main words and phrases) you want to target your ads towards.
• Link: Select a call-to-action (CTA) for your button link and have the URL ready to add in. Common CTAs are “Shop now,” “Learn more,” and “Sign up.” That said, this will vary based on what your objective is.
• Visual: Depending on your ad type, e.g., display, shopping, YouTube ads, you will need an eye-catching visual (image, video, etc.). This visual should be high resolution and professional.
• Audience: Prepare a list or segment in Klaviyo ahead of time. Then, sync this within your Google integration settings to create an audience. Your goal is to target people who are most likely to click and accomplish your ad objective.
• Payment: Have a payment method, budget, and bidding strategy prepared, so you are ready to schedule the time, duration, and location of your ad.

1. Log in to your Google Ads account.
2. Navigate to the Campaigns tab.
3. Click the plus (+) button.
4. Click New campaign.
5. Define your campaign objective (e.g., sales, brand awareness, leads, etc.).
6. Set your conversion goal (such as a purchase or subscription). This goal should align with your ad's objective.
7. Choose what type of campaign you want to build (e.g., search, display, video, etc.).
8. Define your keywords and build out targeted ads.

Instructions vary depending on the ad campaign type. Use Google’s official steps for the following ad campaign formats:

• Search
• Display
• Video (i.e. YouTube)
• Shopping
• Discovery
• App promotion
• Local
• Smart
• Performance max
• Call
• Hotel

Assets are what make up your ad, from a search ad’s headline and description, to optional elements like call buttons, directions to your store, and links to key product pages. You can add additional assets to your ad at no extra cost to make your content more informative and provide more reasons for someone to click.

Follow the steps below to add assets to your ad:

1. Log into Google Ads.
2. Select your Ads & assets tab.
3. Click Assets.‍
4. Click the plus (+) button.
5. Select the type of asset you want to add and where it will appear (across your ad account or in an individual campaign).
6. Build and save your asset.

Learn more about assets.

After you've created the ads within your ad campaign, you can set them to appear to specific audiences. Add audience targeting to either your entire ad campaign (this includes all the ad groups that make up your campaign) or individual ad groups.

1. In Google, click into Audiences.
2. Under Audiences segment, click Edit audience segments.
3. Click Select an ad group.
4. Choose the specific ad campaign or ad group you'd like to show to your audience.
5. Click Save.

Learn more about how to target a Google audience.