When planning a campaign, the first thing an advertiser thinks about should be:
- the advertiser’s goals
- the tools available to optimize the campaign
- the tools available to build a display ad
- the advertiser’s daily budget
Identify your goals: Is your goal to drive direct response traffic and generate clicks? Or is your goal to promote your brand and measure user engagement? Identifying your goals upfront will help you to better plan and implement your display campaigns. The ultimate goal for your campaign will influence your targeting choices, pricing model, creative messaging, and even the metrics you choose to track.
Read more here: https://support.google.com/partners/answer/172627?hl=en