Getting started

Setting Up Advertising Systems

So we’ve came up with our keywords, and fine-tuned our advertising texts. Now we’re going to talk about setting up the advertising system. Let’s start with the one that’s the most widespread: Google Ads.

Google Ads

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Choose your daily budget (1.) and basic CPC (2.). That can also be done with a variable (3.).

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Then select the languages in which the ad will be displayed (1.), and the location where the ad is supposed to be shown (2.).

The Google Ads settings offers a variety of options to make your ads even better – by using dynamic variables, for example, or by turning DSA campaigns on… But now we’re going to discuss the basic steps which will take us to launching our campaign, and leave the more advanced options for later. What we’re interested in right now is synchronization options.

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1. PPC Bee sets the budget during synchronization. After you turn it off, you can set the budget manually in Google Ads.

2. It sets CPC during synchronization. After you turn it off, you can set CPC manually in Google Ads.

3. This option deletes all manually created keywords, leaving only those created in PPC Bee.

4. If this option is turned off, PPC Bee will delete your ad texts; if it’s turned on, the texts will be only put on hold and assigned a label so that you know it was PPC Bee that put them on hold.

5. Google Ads can refuse to accept any ad text that contains trademarks, or you can apply for an exception. The same goes for texts which refer to pharmaceutical products (6.) or weapons (7.) - you can find more about that on our blog.

Save the changes, and set the other two systems – Sklik and Bing Ads. 

Sklik

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You can set your campaign budget (1.) as well as CPC (2.) in Sklik the same way as you would in Google Ads. Here, you can set CPC with a variable, too. 

You can also add a Firmy.cz ID (3.), decide if you’d like to use a display network (4.), and choose the search engines you want your ad to be shown in (5.).

The Sklik settings gives you three synchronization options – to set up your campaign budget (6.) and CPC ad groups during synchronization (7.), and to delete all manually created keywords, keeping only those that were created by PPC Bee (8.)

You can also tinker with UTM parameters, but we’ll leave this step out for now since it’s not a part of the basic settings. Save the changes.

Bing Ads

If you’ve managed to set up Google Ads and Sklik, there’s not much that can surprise you here. 

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We’re already familiar with setting up a budget, language, location, basic CPC, and CPC with a variable. The synchronization options are identical to those offered by Sklik.

What is new here, however, is the possibility of setting a bidding scheme (1.), the method of using your budget (2.), the search networks you want to advertise in (3.), the ad rotation (4.), and the people you’d like to be targeted (5.).

If you are not advertising on Bing ads yet, check out our blog, you can find here few reasons why you should try it out. 

Save the changes and proceed to the next step – Display campaign

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