BYOI 7.2 Google Ads: Setting up and Managing a Campaign


You first need to make sure that you have added the Google Ad component in your Marketing Funnel. If not, just hit the Funnel Edit button and drag the component into the Funnel.

Next you save your Funnel and you navigate to the Google Ad editor by clicking on the component or see article Nr 3 of the user guide for more information.


The editor is based on 4 core elements:

  1. The Content includes the Headlines and Descriptions
  2. The Targeting regroups the language, region and the keywords
  3. The Budget defines how much you want to spend for how long

Step 1. Content

Your ad is the first impression many people will have of your product or service, so make sure it communicates that you have what they need. This is easiest when the ad actually contains the keywords people search for.

The Headline
People are most likely to notice your headline text, so consider including words that people may have entered in their Google search. Your text ad consists of three headlines where you can enter up to 30 characters each to promote your product or service. The headlines are separated by a vertical pipe ("|") and may show differently based on the device someone is using when they view your ad.

The Description
Use the description fields to highlight details about your product or service. It’s a good idea to include a “call to action”—the action you want your customer to take. If you’re an online shoe store, your description might include “Shop now” or “Buy shoes now.” If you offer a service, you might want to add something like “Get an instant quote online” or “See pricing.”

Step 3. Targeting

The Targeting part is separated into 3 characteristics:

  • Location allows you to target people in a specific city, region or country
  • Specify the Language
  • and the most important one choose your Keywords

Keywords and phrases should be highly specific and relevant to what you are offering. When someone types your keywords into Google, they should be looking for a business exactly like yours. As a result, those people that click on your ad will already be predisposed towards buying from you.

When you type in some keywords, Balloonary shows you similar keywords from Google that you can choose and add to your list,

A rule of thumb is to use no more than 15 to 20 keywords per ad.

Step 4. Budget

Google Ads is based on a bidding system for search keywords. When launching an ad, Google analysis instantly, which advertiser is willing to pay what amount for what keyword and decides to show the ad of the one advertiser who is paying the most for that keyword. So in order to launch your ad, you need to define your Planned Budget as well as the Maximum Cost per Click (CPC) for your keywords.

CPC amounts can range from just a couple of cents to two digit Euro (or Dollar) values. The lower the CPC, the longer Google will take to spend your Planned Budget. Balloonary will show you an estimated CPC where you should start.

In the framework of the Build Your Own Internship programme, your team will get a real EUR ad budget. This budget is for Facebook Ads and/or Google Ads.

Based on the Targeting and by choosing a Planned Budget, Balloonary will tell you how many people you can potentially reach in what period. This is of course an estimate based on Google data.


Launching, Stopping and Resuming a campaign

Next, you can hit the LAUNCH AD button on the top right.


Every ad launched from Balloonary will first go through an internal Balloonary review process and then through a Google review process.

You can stop your campaign at any moment. Any unspent budget will be saved as ad credits for your next runs. If you want to resume your campaign you just need to launch it again. The various runs will be saved in the campaign history that you find under the Budget section.

The campaign history gives you a summary over when the runs have been performed, their performances in terms of impressions or clicks, and the individual budgets spent.

Before you launch your ad …

Before you launch your ad, make sure that you know the rules and policies of Google in order to avoid getting your ads blocked either by Balloonary or by Google.

We recommend to have a look at the various topics that are not allowed with Google Ads, which is summarized in this article:

Google Ads policies - Advertising Policies Help

Good luck!