Write the ads writes one responsive search ad per ad group from that group's own keywords: 15 headlines (30 characters each), 4 descriptions (90 characters each) and two display paths. A line over Google's limit is dropped, never cut.
Settings for the campaign (every one is explained in "Google Search: Every Setting"):
- Daily budget and bidding: Maximise clicks with a cap (best for a new account), Manual CPC, Maximise conversions (needs about 30 sales a month first), a target cost per sale, Maximise conversion value, or Top of Google (best for your own brand name).
- Max cost per click.
- Where: countries, cities, regions, postcodes or a radius. Only people in them, not people interested in them.
- Languages, and Google search partners on or off (off is safer on a small budget).
- Schedule, devices, dates, bids per ad group and keyword, and assets (sitelinks, callouts, a snippet, a call button and images).
- Your audiences: for each list, Watch (bid more for people who know you without narrowing who sees the ads), Only them, or Keep out.
Create in Google Ads (paused) checks everything with Google first, then creates the budget, campaign, targeting, ad groups, keywords, negatives and ads in one go. Nothing spends until you enable it in Google Ads. If Google refuses part of it, you see which part ("the keyword ..." or "an ad") and Google's words.
Every click carries its campaign, ad and keyword, so Results can show which keyword made which sale.
If Google turns down a keyword under one of its ad policies, it does not hold up the rest: ADs leaves that keyword out, creates everything else, says which keywords and which Google policy, and unticks them in the campaign with Google's reason. The same happens with Update Google Ads.
Edit any Search ad by hand: open it, change the headlines (one per line), descriptions and paths, and save. Lines over Google's limits are shown in red and left out, never cut.
Each ad group can send people to its own page: open the ad group and type the address in "Page for this ad group", then Save page. Empty means the campaign's page. Its ad, the preview and the Google Ads Editor download all use that page. With more than three ad groups they fold away: type in "Find an ad group or page" to open one.