21. Campaign Setup Individual Campaigns Schedule to run a few weeks maximum Set Budget – Monitor conversion rates Keep cost per conversion maximized
22. Bidding Pay for Clicks (CPC - recommended) Maximum suggested bid Pay for Impressions (CPM)
23. Ad Do’s One Line Title Speak to the Audience Promotions Spark Curiosity – details come when they click Clear Call-to-Action Switch ads out often User Flow Ads – target internally then externally
24. Ad Don’ts Repetitive 2 ads targeting same audience No Targeting Link to Website Homepage Random picture