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Campaign Build SOP

Objective​

Launch campaigns that are easy to manage, diagnose, and scale.

Build Sequence​

  1. Define campaign objective and success KPI.
  2. Create naming using standard format: market-channel-objective-theme.
  3. Set geo, language, schedule, and device baselines.
  4. Build ad groups by intent cluster.
  5. Add RSA variants and all relevant extensions.
  6. Apply shared negatives and brand safety exclusions.
  7. Configure conversion settings and bid strategy.
  8. Run pre-launch QA and peer review.

Pre-Launch QA​

  • Budget aligns with forecast and runway
  • Primary conversion action selected
  • Final URLs, tracking templates, and extensions verified
  • Policy-sensitive copy reviewed

Post-Launch 72-Hour Checks​

  • Query quality and irrelevant spend
  • Conversion integrity and lag awareness
  • Impression share by priority campaign

Next Step​

Return to the module overview and continue with the next lesson in sequence.