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Building a campaign for Google and Microsoft Advertising

A step-by-step guide to building a campaign for either Google Ads or Microsoft Advertising

Aori's Google and Microsoft Advertising tools have the same user flow. To get started, from the dashboard, go to start button. For this example, we'll select Google Ads.

This is the Google Ads and Microsoft Advertising campaign builder. You can see the campaign builder is broken down into three steps: Keyword Builder, Ad Builder and the Review.

Keyword builder

First, decide the campaign basics, including the campaign name, dates and budget. Here is where you decide which ad platform you would like to upload the campaign, Google Ads and Microsoft Advertising are available.

At this stage it is advantageous to connect the Google or Bing Ads account where the campaign will be uploaded, the reason being that when you start building keywords, Aori can display keyword forecasting data specific to your Google ads account.

Creating keywords

Now we move the keyword building. Aori uses lists or what we call banks to multiply two or more groups of words together to create all possible combinations. Take a look at this example:

In the Ad Group preview we can see that Aori has created the possible combinations of these words, while keeping words from bank one in position one, and words from bank two in position two. The words displayed here will be the keywords for the campaign, in the match types selected.

Also here it is possible to see forecasted data about how the campaigns will perform. As a note, keywords can be taken out and returned if needed.

At this point it is a good idea to decide on some locations where the campaign will be shown. This is needed to provide more accurate keyword forecasting data.

Aori also has a Categories feature which allows users to build a separate list of keywords within the same campaign. This could be used if you would like to multiply different lists of words, and to not have them multiply with each other. In the first category, we used shoes. Now we will make a second category for shirts.

Take a look in the Ad Group preview, there you can see the list of keywords built in this category.

In the Word Order Planner, it is possible to change the order of the keywords. For example, if we drag the element representing bank one in the second position to be in the second position, then the oder of the words will be updated in the Ad Group Preview pannel.

Also, in the right hand corner of the Word Order Planner, there is button that finds all possible combinations and ignores the word order.

Finally, Aori handles negative keywords in a special way. First, a feature you can't see on this step is called Automatic Cross-negative Keyword Management.

This means that Aori will automatically create negative keywords on the ad-group level when there is a possibly of overlap between keywords to ensure the right keywords are getting clicked. You will be able to see this on the review step. But here you can add negative keywords on the campaign level.

Ad builder

On the Ad Builder step we will build ads, insert keywords into those ads to make them super relevant, and then assign which ads should be shown for which keywords. Aori offers a scalable way to create and manage ads for single keyword ad group campaigns.

This is the ad template and you fill it in just like in Google Ads.

This blue element here represents your keywords and works like dynamic keyword insertion with Google Ads. Here you can click the arrow and select casing, and enter default text that will be inserted just in case one of the keywords is too long for the ad.

These elements or chips use drag-and-drop functionality, and can be dragged to any area of the ad and surrounded by text.

Take a look at the Ad Preview arrows, you can see how the ads will appear with the keyword inserted. Later, the ads with the specific keyword will appear in the specific ad group.

Also there is the possibility to insert words just from one specific bank with the Pro Mode switch.

If we take a chip from this bank, then only this word will be inserted in the ad, not the full keyword. This is a powerful way to make more tailored ads, for example to show a location here. In this case, aori will create an ad in each appropriate ad group for each of the words in the bank, which can be a lot of ad varaitions.

Its best to create a few ad templates to test some variations or some other ad templates that are intended for another category of keywords. Previously we had a category for shirts, so we'll make an ad intended for this category.

Aori by default will put each ad template in each ad group. That is the simple setup. But in this case, we used categories so it is better to assign ad templates to specific ads.

To do that go to the click "select," and enable the category keywords that you want to include, and use "include all." This can also be done on a more specific level if you search for exact words and include them.

Now the ad template A is connected to only keywords in the first cateogry (about shoes), and the ad template B is connected to only to the second cateory (about shirts).


Here is where you can see an overview of the campaign before it is synced.

In the bottom left, there is a complete overview of what is inside the campaign. You can navigate through the campaign by clicking on the ad group, and then its contents will be shown, and ads and keywords can be removed.


From there, the campaign is ready to be uploaded to Google or Microsoft Advertising platforms.

If you have any questions, feel free to reach out! Chat with us

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