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Setting up new account

This page explains how to set up new Google Ads account.

Starting point​

Couple of things to know:

  • Every advertising initiative should run on separate Google Ads account. If you start new initiative, create new Google Ads account.
  • If you have created an account then the account should be registered in OneRegistry. Not sure as what and how. If we have managed to register the first account then we can use it as a template.
  • Payment by using procurement card. At the moment we are waiting for the card and then figure out the billing details.

Hygiene​

First things to do on your newly created account. This list can act as a checklist so that you know if you have done these things or not.

Admin → Access and security → Security

  • 2-step verification: On
  • Allowed domains: novartis.com

Set manual CPC on campaign level

Manual CPC can be set in campaign settings after you have created a campaign. This means than you have the most control over how much you pay for clicks. Here you can learn more about bidding strategies: support.google.com/google-ads/answer/2472725

  • Campaigns → Overview → Filter a campaign → Settings → Bidding → Select bid strategy directly → Manual CPC

Set campaign URL tracking options – Account level

Admin → Account settings → Tracking → Tracking template → {lpurl}?utm_source=google&utm_medium=cpc

This ensures that if you forget to add tracking parameters on campaign, ad group or single ad level then account level values will be used. Also, there is no need to set these on any other level if they are the same. But in case you need to use different values in some cases, then values from lower level will override values set on higer level.

Set campaign URL tracking options – Campaign level (if different from account level)

Campaigns → Overview → Filter a campaign → Settings → Campaign URL options → Tracking template → {lpurl}?utm_source=google&utm_medium=cpc

If you like, you can also add (only) utm_campaign parameter on campaign level so that you could know which campaign delivers more traffic.

Disable smart bidding

Admin → Account settings → Customer Match → Remove the checkmark from "Use all Customer Match lists in Smart bidding and Optimized targeting"

Account level sitelinks

Campaign → Assets → Sitelinks