- Campaign Type: Search or Display, not both
- Search Partner: Can opt-in at launch and determine value later
- Negative keywords added:
- Standard list for all campaigns (can be copied from a similar campaign but must be thoroughly reviewed)
- Master Brand Negative keyword list added to any non-brand campaign
- Starting Bids
- Search and Display: start with Manual bidding, enhanced CPC (CPM for display), and appropriate bid to be competitive. Once there are enough conversions (or results) from which the system can learn, switch to an Automated bidding strategy.
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Integrations