Google AdWords Campaign Checklist for SMC

Account Executives have the option to work with a third party advertising agency or the Chapman University Interactive Marketing Specialist (IMS) to create social media advertising campaigns. If you are working with your client to generate attendance for an upcoming event, program awareness or applications, please work with the Interactive Marketing Specialist.

Once you have the below information ready, please fill out Online Advertising Request form.

  • Destination url:
  • Budget number:
  • Geographic locations to include or exclude. Are there areas they want to focus on or know do not generate conversions?
  • Ad Targeting (choose one):
    • Keyword Targeting: Specific keywords they would like to target? I can use the keyword planner once I have a few they would like to focus on.
    • Remarketing lists: Remarketing lets you show ads to people who’ve visited your specified pages
  • Campaign (choose Search or Display)
    • Search Network – Text ads
      • “Search Network only” campaigns appear near Google search results and other Google sites when people search for terms that are relevant to your ad’s keywords.
      • Headline 1: 30 characters
        • Consider including words that people may have entered in their Google search
      • Headline 2: 30 characters
        • The headlines are separated by a dash “-“
      • Description: 80 characters
        • Include a “call to action”
      • Sample
    • Display Network – Image ads (must meet Google’s editorial standards):
      • “Display Network only” campaigns are best if you’d like to show ads on websites and apps when your keywords are related to the sites’ content.
      • Display ads:
      • The Creative Team or an outside vendor would need to supply these ads (out of my bandwidth) per Google’s specifications.
      • Sample


File requirements and policies: