How To Set-Up Multi-Channel Performance Based Campaigns?

Performance-based campaigns can be tricky. However, it is possible to include multichannel to boost performance. This article will inform you how to set-up Google Ads campaign and boost conversion volumes.

Google Ads Process

Step 1: Go to Google Ads.

Step 2: Press the blue circle on the left panel to start the campaign set-up.

Step 3: Select ‘Leads’ as your campaign goal.

Step 4: Select ‘Discovery’ as your campaign type. Press 'Continue'. 

Step 5: Update all the requested parameters – the name of the campaign, targeted country, audience targeting and etc.

Step 6: Bidding type is key here. Always focus on ‘Conversions’.

If you won’t select ‘set a target cost per action’, you will give all rights to the algorithm to optimize. This bidding type works well for campaigns with a big budget as it helps to spend it effectively. However, for smaller campaigns may influence overspends.

If you will select ‘set a target cost per action’, you will be doing the optimization. This bidding can help to minimize the overspends, but campaigns may not spend the full budget if the bid for conversion will be too low.

In general, when talking about the CPA there is no significant difference between prices when choosing one or another. However, the second option gives a bit more flexibility to optimize per different audience groups. While the first one is seeking to spend the budget rather than fully maximizing the conversions.

Step 7: Select 'Additional Settings' under the bidding part. Go to the 'Conversion' section and select 'Choose Conversion Action For this campaign' against Account-level conversion optimization. Select the created conversion pixel. 

Step 8: Select the ‘Discovery ad’ as your creative type which is compatible with our Native ads. As a bonus, you can create a ‘Carousel ad’ if you have at least 2 images in 600x600 or 1200x627 dimensions.

Step 9: Set-up the ‘Discovery ad’ by adding a URL with relevant UTMs. It is important to take an identification mark from the UTM. The identifier in the example will be ‘eskimi_123’. It is important for the DSP set-up. Add Headline, Description, Business Name, Call To Action.

Step 10: Click ‘Save’ if you don’t have additional creatives to upload.

Step 11: (Not mandatory) You can add more targeting audiences to make more accurate optimization decisions. For example, I start broadly by creating an audience for each possible targeting group. Depending on results I optimize the campaign according to the CR and CPA. However, for this method, it is necessary to collect data for at least a week. Therefore, if the client is seeking fast results this method would only irritate him/her. Usually, CPA is higher during the first week while it is going down due to optimization and learning.

Step 12: Start Conversion Pixel set-up by clicking on ‘Tools & Setting’ on the right corner of the dashboard. Navigate yourself to the ‘Conversion’ section.

Step 13: Start the pixel set-up by pressing the blue button on the left.

Step 14: Select ‘Website’ as your conversion.

Step 15: Select the action you would like to track. Most of the time it will be leads.

Step 16: For ‘Leads’ action ‘don’t use a value for this conversion action’ should be selected. For any other action related to prices, you can choose to use the same or different values. This strictly depends on the product you are advertising.

Step 17: For ‘Leads’ action Count ‘One’ per click or interaction.

Step 18: Leave another targeting as default.

Step 19: Click ‘Save’.

Step 20: Choose 'Install the tag yourself'. 

Step 21: Copy the ‘Global site tag’ and ‘Event snippet’.

Step 22: Go to Eskimi DSP.

DSP process

Step 1: Set-up a regular Banner Campaign while choosing Google Ads as a platform. Native ads aren’t supported as a type via our platform. However, it is possible to add a screenshot of Native or just one part of Native.

Step 2: All the targeting that you choose will be visual and won’t influence the campaign. Therefore, you can leave everything as default or add targeting for those clients who are always on your neck.

Step 3: Go to the ‘Approval’ section of the campaign.

Step 4: Under the ‘Custom conversion tracking’ in the URL contains section add the saved identifier code from UTM. While the ‘Global site tag’ and ‘Event snippet’ should be pasted as in the example.

Step 5: Under the ‘Google AdWords’ section it is necessary to add the primary information such as Customer ID which can be found on the right corner of Google Ads. Campaign and Ad IDs which can be found under your campaign set-up. (Follow the screenshots below)

Customer ID:

Campaign ID:

Ad ID: 

Step 6: Add the margin under the ‘Google AdWords’ exchange. Keep in mind that the budget on Google Ads should be after the margin.

Step 7: Click ‘Approve’.

When working with Multi-Channel campaigns it is important to check the platform's policies. Google prohibits betting, personal loans, and other business types. Also, always inform the client about the 2-3 day approval process. Therefore, everybody will be on the same page.