What the campaign wizard creates
To publish, click Launch on the Check your ad step, for example Launch at $500 a month. Hero Marketer then publishes one campaign to your Google Ads account. The Campaign type and Audience type settings on the Choose what to target step set the type of campaign. The type is Search, Performance Max, Demand Gen, Search retargeting, or Demand Gen retargeting. A Search campaign takes 30 to 60 seconds to publish. A Performance Max or Demand Gen campaign takes one to two minutes, because Hero Marketer also sends its images. Publishing uses no credits. Hero Marketer turns the campaign on as the last step. You do not have to enable it. The ads serve after Google approves them. Hero Marketer then opens your dashboard and shows the message Campaign created.
Settings of the campaign
| Setting | Value |
|---|---|
| Campaign type | Search |
| Networks | Google Search only. Search partners and Display are off. |
| Location | The one country that you picked. Presence targeting: people who are in that country. |
| Language | English |
| Start and end dates | Starts today. No end date. |
| Status | Enabled |
| Daily budget | The monthly budget from the Choose keywords and budget step, divided by 30.4 and rounded down to the cent (or to a whole unit in currencies that Google Ads takes without cents, such as yen and won). For example, Launch at $500 a month gives a daily budget of $16.44. Google does not charge more than the monthly budget in one month. |
| Bidding strategy | The strategy on the campaign card of the Check your ad step: Maximize clicks (the default) or Maximize conversions. |
| Final URL expansion | Off. Every click goes to the landing page from the Choose what to target step. |
| Google's text customization | Off. Google does not write its own text for the ad, so the ad shows only the lines on the Check your ad step. |
Final URL expansion and text customization are off by default on Search. Hero Marketer also sets them to off in the campaign, so a later change to Google's default does not turn them on.
The campaign name is the name on the campaign card of the Check your ad step. The automatic name has this format: Search | category | keyword cluster | country code, for example Search | Non branded | Product analytics software | US. Google needs a different name for each campaign. When a campaign with the same name exists, launch stops. Change the campaign name, then launch again.
The settings in this section are for a Search campaign. For a Performance Max campaign, see Settings of a Performance Max campaign.
Ad group and keywords
- One ad group. The ad group has no max CPC bid, because both bidding strategies of the wizard let Google set the bids.
- Keywords. The keywords of the selected cluster that your monthly budget covers, all as Exact match. At the recommended budget or above it, the wizard adds all of the keywords of the cluster. The keywords in Over budget and in the Archive do not go to Google Ads.
- No negative keywords. Add negative keywords later through Hero AI, or turn on the Block wasting search terms automation.
The ad
- One responsive search ad with the 15 headlines and 4 descriptions from the Check your ad step.
- Pinned headlines. The Shown first (keyword) headlines are pinned to position 1. The Shown second (benefit) headlines are pinned to position 2. The Shown third (call to action) headlines are pinned to position 3.
- Final URL. The landing page from the Choose what to target step.
- Display path. Made from your search term, in lowercase letters. Only letters, digits, and hyphens stay, so
24/7 supportbecomes24-7-support. A Competitor search campaign has no display path, because its search term is the competitor's name.
Sitelinks and other extensions
Hero Marketer attaches the sitelinks, callouts, structured snippets, and prices that you picked to the new campaign, at campaign level. It also adds the callouts that it wrote with the ad copy from your proof and offers, unless you removed them. A callout text goes in one time. This is the same for a Performance Max campaign. See Callouts written from your proof and offers.
Sitelinks from Write with AI are also in your account at account level. Hero Marketer created them when AI wrote them, before you published. See Add sitelinks.
Settings of a Performance Max campaign
| Setting | Value |
|---|---|
| Campaign type | Performance Max, with brand guidelines on |
| Location | The one country that you picked. Presence targeting: people who are in that country. |
| Language | English |
| Start and end dates | Starts today. No end date. |
| Status | Enabled |
| Daily budget | The monthly budget on the Launch button, divided by 30.4 and rounded down to the cent (or to a whole unit in currencies that Google Ads takes without cents, such as yen and won). The budget is not shared. |
| Bidding strategy | Maximize conversions (the default) or Maximize conversion value |
| Final URL expansion | Off. Every click goes to the landing page from the Choose what to target step. |
| Google's automatic assets | Off. Google does not add its own text or make enhanced YouTube videos, so the campaign shows only the lines on the Check your ad step. |
The automatic name has this format: PMAX | keyword cluster | country code, for example PMAX | Product analytics software | US.
A Performance Max campaign has one asset group. The name of the asset group is the name of the keyword cluster and the country code, for example Product analytics software | US. The asset group holds these parts:
- Text. The 15 headlines, the 5 long headlines, and the 4 descriptions from the Check your ad step. No headline is pinned.
- Final URL and display path. The landing page, and a display path made from your search term.
- Images. The 15 to 20 images that you selected, with at least 5 of each size: landscape, square, and portrait. Hero Marketer uses the newest version of each image and resizes it for Google as a JPEG file:
- A landscape image is cropped to 1200 by 628 pixels, from 16:9 or from the shape of your upload.
- A square image becomes 1200 by 1200 pixels.
- A portrait image becomes 960 by 1200 pixels.
- Search themes. One search theme for each keyword of the cluster, at any monthly budget, up to 25. If the cluster has more than 25 keywords, the first 25 go in.
- Audience signal. The website visitor lists and customer lists that you selected on the Extras tab of the Check your ad step, up to 20, and the people who search on Google for your search themes. For these people, Hero Marketer creates a custom segment in your Google Ads account. Its name starts with Hero Marketer searchers. See The audience signal.
The business name and the logo are on the campaign, not on the asset group. Google needs them there when brand guidelines are on. The logo becomes a 1200 by 1200 pixel square with a transparent background.
Hero Marketer sends Google a resized JPEG copy of each image from Create images, with its headline and button. It sends a JPEG copy of each image that you uploaded, cropped to its size. The images that Hero Marketer keeps do not change. Google can limit or disapprove some of these images. See Create a Performance Max campaign.
Settings of a Demand Gen campaign
| Setting | Value |
|---|---|
| Campaign type | Demand Gen. Google picks where each ad shows among YouTube, Gmail, Discover, and Display. |
| Location | The one country that you picked, on the ad group. Presence targeting: people who are in that country. |
| Language | English, on the ad group |
| Start and end dates | Starts today. No end date. |
| Status | Enabled |
| Daily budget | The monthly budget on the Launch button, divided by 30.4 and rounded down to the cent (or to a whole unit in currencies that Google Ads takes without cents, such as yen and won). The budget is not shared. |
| Bidding strategy | Maximize clicks (the default) or Maximize conversions |
The automatic name has this format: Demand Gen | keyword cluster | country code, or Retargeting | business name | country code for Demand Gen retargeting.
A Demand Gen campaign has one ad group, named after the keyword cluster and the country code (Retargeting, then the country code, on Demand Gen retargeting). The ad group holds these parts:
- Audience. On Demand Gen, the audience always holds the people who search on Google for the keywords of the cluster. It also holds the lists that you selected on the Extras tab of the Check your ad step. On Demand Gen retargeting, the audience holds only the lists that you selected in the Your lists box on the Extras tab. Hero Marketer saves the audience in your account's audience library with a name that starts with Hero Marketer. On Demand Gen, Google's optimized targeting is on, so Google also finds people like your audience. On Demand Gen retargeting, it is off, so only people on your lists see the ads.
- One multi-image ad. The 5 headlines and the descriptions from the Check your ad step, the landing page, 15 to 20 images (at least 5 of each size, resized as for Performance Max), your logo, and the business name. Google picks the call to action button. Google's automatic videos, animated images, and design versions of your images are off.
A Demand Gen campaign gets no sitelinks or other extensions. See Create a Demand Gen campaign.
Settings of a Search retargeting campaign
A Search retargeting campaign has the settings of a Search campaign, with three differences:
- The keywords are Broad match, and all of the keywords of the cluster go in at any budget.
- The ad group shows ads only to people on the lists that you picked. This is Google's Targeting setting for audiences.
- Each list that you picked in the Your lists box on the Extras tab goes on the ad group, up to 20.
The automatic name has this format: RLSA | search type | keyword cluster | country code. See Create a retargeting campaign.
If publishing fails
If publishing fails, Hero Marketer removes the campaign and its budget. A Google budget that is not shared goes with its campaign. For a Performance Max campaign, Hero Marketer creates the budget, the campaign, the asset group, the assets, and the audience signal in one request. For a Demand Gen campaign, it creates the budget, the campaign, the ad group, the images, the audience, and the ad in one request. A failure in that request creates nothing. Google has no way to remove an audience, so a Demand Gen audience can stay in your audience library after a failed launch. It is not used and costs nothing. If Hero Marketer cannot remove a part, that part stays paused and does not spend. Sitelinks from Write with AI stay in your account, because Hero Marketer created them before you published.
For a Performance Max campaign, Hero Marketer first creates the custom segment of the people who search for your search themes. If Google creates no campaign, Hero Marketer removes the segment. In some cases, the segment stays in your account. For example, a later step fails, and Hero Marketer removes the campaign that Google created. A segment alone does not spend.
For a Demand Gen campaign, Hero Marketer always creates the custom segment of searchers first, in its own request. If Google does not accept the segment, publishing stops there.
Before it builds anything, Hero Marketer checks each keyword and search theme. If one has more than 80 characters or more than 10 words, publishing stops with Each keyword or search theme must be 80 characters and 10 words or fewer.
On Performance Max and Demand Gen, Google does not take the same image two times. If you selected the same picture two times, for example a photo that you uploaded two times, publishing stops with You selected the same image twice: name. Unselect one copy in the Images tab.
A campaign with this name already exists
Google needs a different name for each campaign that is not removed. If your account already has a campaign with the same name, publishing stops with Google Ads already has a campaign with this name. Check Campaigns first: it can be this one. To launch another, change the campaign name. Look on the All campaigns page first: an earlier launch can have created this campaign. To launch another campaign, click the Campaign name row on the campaign card and type a different name.
Google's ad policies rejected a keyword or ad text
Google reviews each keyword, each search theme, and the ad against its ad policies while Hero Marketer publishes. Some policies allow an exception, and for those the launch does not fail:
- A flagged keyword or Performance Max search theme. When Google says that the policy allows an exception, Hero Marketer sends it again one time with a request for the exception.
- A flagged Search or Demand Gen ad. Hero Marketer sends the ad again one time and asks Google to review the flagged policy topics. If Google cannot exempt a topic, Google rejects the ad again, and publishing fails as described below.
- A flagged Performance Max headline, long headline, or description. Hero Marketer cannot ask for an exception on this text, so publishing fails as described below.
When Google accepts, Hero Marketer finishes the campaign. The exempted keyword or ad waits for Google's review, and it serves only after Google approves it.
When Google allows no exception, publishing fails, and the error names what Google rejected. For a keyword: "Google Ads rejected "botox clinic software" under its ad policies. Remove it in Choose keywords and budget, then try again." For a Performance Max search theme: "Google Ads rejected "…" under its ad policies. Remove it in Choose themes and budget, then try again." For ad text: "Google Ads rejected "…" in your ad under its ad policies. Edit it in Check your ad, then try again." On Search, Hero Marketer removed the failed campaign. On Performance Max and Demand Gen, the campaign is built in one request, so no campaign is built. A new launch does not make a duplicate.
- A rejected keyword or search theme. Remove it on the second step: Choose keywords and budget, or Choose themes and budget on Performance Max. Removing a keyword drops the ad copy of the cluster and your edits to it, and Undo does not bring them back. Click Write ad copy. This writes new copy and uses credits. Check the new ad on the Check your ad step, then click Launch.
- Rejected ad text. Edit the named headline or description on the Check your ad step, then click Launch again. Edits are free.
See Ad copy or sitelinks rejected by Google.
What the wizard cannot create
The wizard creates Search, Performance Max, and Demand Gen campaigns, and retargeting campaigns on Search or on Demand Gen. It cannot create Display, Shopping, Video, or App campaigns. Each wizard campaign has one country and English as its language. A Search campaign has one ad group. A Performance Max campaign has one asset group with one audience signal, and only with Category search. A Demand Gen campaign has one ad group with one audience and one multi-image ad, and only with Category search. A Search retargeting campaign is a Search campaign whose ad group shows ads only to the lists you pick, with broad match keywords. See Create a Demand Gen campaign and Create a retargeting campaign.
You set a monthly budget in the wizard, and Google Ads gets it as a daily budget. The wizard does not set a shared budget. It does not offer Target CPA, Target ROAS, Manual CPC, or Enhanced CPC bidding. Hero AI cannot create campaigns or ad groups.
Change the campaign after you publish
- Hero AI can pause or enable the campaign, its ad group, its ad, or its keywords. It can add or remove keywords and negative keywords. It can change the daily budget, the bidding strategy, and Target CPA or Target ROAS. It can also apply new ad copy. You approve each change on a card.
- Google Ads is necessary for location, language, network, and ad schedule settings. It is also necessary for max CPC bids on existing keywords and ad groups, sitelinks and extensions, and new ad groups. For a Performance Max campaign, use Google Ads to change the asset group, its assets, and its audience signal. For a Demand Gen or retargeting campaign, use Google Ads to change the ad, the images, the audience, or the lists.
See Pause or edit a live campaign.