Everything for the campaign is on the campaign screen, section C. Open the folded sections for the details.
Budget and bidding:
- Daily budget.
- Maximise clicks with a cap (best for a new account), Manual CPC, Maximise conversions, Maximise conversions at a target cost per sale, Maximise conversion value with an optional target return (400% means 4 times the spend), or Top of Google.
- Top of Google (Google calls it target impression share): choose where your ad should sit (the very top, the top of the page, or anywhere on the page) and for what share of searches (100% means every time). Google raises the bid as needed to keep it there, never above your max cost per click. Use it for your own brand name, so nobody else sits above you when people search for you. Google still needs people to search the words: a keyword Google marks as low search volume does not show at any bid.
- Max cost per click (the cap, the default bid with Manual CPC, or the most Top of Google may pay for one click).
- Bids per ad group, and a "Your bid" box on every keyword: with Manual CPC a keyword's own bid wins, then its ad group's, then the max cost per click.
Where and who:
- Countries: every country Google Ads serves, the usual ones first. Type in the box above the list to find one, and the line under it says which are chosen.
- As many languages as you like.
- Cities, regions and postcodes: type a name and press Search Google, then click the places to add them. Leave the countries empty to show ads only in those places.
- Radius around an address, town or postcode, in km or miles.
- Your audiences: Watch, Only them, or Keep out.
- Google search partners on or off.
When and on what:
- Ad schedule: tick the days and the hours, in your Google Ads account's time zone. Nothing ticked means every day, all day.
- Devices: show more or less on mobile phones, computers and tablets, or never on one of them.
- Start and end dates.
Assets (extra lines under your ad, which usually lift clicks):
- Sitelinks: 2 to 8 links to other pages, each with a 25 character link text and two 35 character lines (fill both lines or neither).
- Callouts: up to 10 short facts, 25 characters each.
- A structured snippet: a header from Google's list (such as Services, Types or Courses), with 3 to 10 values of up to 25 characters.
- A call button with your phone number.
- Images from your campaign's pictures.
- "Write them for me" writes sitelinks, callouts and a snippet from your brief, using only real pages of your site.
Anything over Google's limits is named when you save, and left out when the campaign is created, so one long line never stops the whole campaign.