In the previous post we learned about the basic concepts of display advertising. Now it’s time to create our own Google Display Ads Campaigns.
Without further due let’s move straight into it.
1. Selecting Goal
Select the last option:
Create a campaign without a goal’s guidance.
2. Campaign Type
3. Campaign Subtype
On the next screen select Standard Display Campaign.
4. Campaign Name
Name your campaign accordingly. I want to raise awareness so I name it GDN andreimark.com Awareness (digimark33 was the previous domain name).
5. Location and Language
Choose the countries and languages you want to target.
6. Bidding and Daily Budget
Click on ‘Or, select a bid strategy directly (not recommended)‘ and select Manual CPC.
For now, we will untick the ECPC option: ‘Help increase conversions with Enhanced CPC‘.
You can leave it ticked if you want. I recommend playing with both and decide later what works best for you.
7. Additional Campaign Settings
Here I do not change any of the settings except Start and End dates.
8. Content Exclusions
Depending on your business you may choose different content types to avoid your ads being associated with.
Usually, I tick everything under Sensitive content and under Content type.
We’re already done with the campaign level options. Now let’s move to the next level.
Ad Group Level
The ad group can be interpreted as your targeted group. For a better organization, I recommend naming your ad group based on your audience, only after you have selected your targeted audience.
For now, leave the ad group name as it is.
This is where the magic starts. What target audience you choose has a big impact on the overall campaign success. It is pretty self-explanatory but let’s go to the Browse tab and check the 4 available options:
- Who they are lets you choose detailed demographics of your preferred target audience.
- What their interests and habits are is about targeting people based on interests and online habits.
- What they are actively researching or planning includes people who based on their search history, Google assumes they are most likely to buy.
- How they have interacted with your business is for remarketing purposes. Based on the Google Adwords data, your ads are shown to people that have already visited your website or your youtube channel.
For better organization and clarity upon the performance of your campaigns create more Ad Groups using one specific audience for each. By doing this, you can also adjust on the fly your bidding for each audience (ad group) depending on the live data.
On the next step, you choose your target audience based on more general demographics such as age, gender, parental status, or household income.
3. Content Targeting (Not Recommended)
Right after the Demographics targeting, you have the Content Targeting feature.
The reason it is not recommended to use this feature is simple. Targeting based on the content around the ad is more of a hit-and-miss approach. That’s because on a website you find visitors with all kinds of interests.
However, if you still want to try this option let’s check the 3 available options it offers.
Keywords: your ad will be displayed on pages that have the keywords you select.
Topics: your ad will be displayed based on general topics such as news sites.
Placements: you manually choose the websites where your ad to be displayed; not just particular websites, but also particular mobile apps and categories of mobile apps.
4. Targeting Expansion (Not Recommended)
As long as you rely on automated processes to hope for better outcomes you are not on the right track. I like to have control so I keep this option off. But if you want to try it, there is nothing wrong with that. It’s just personal preference.
However, based on this youtube video if you are a big brand and all you want is exposure then maybe it’s a good feature to have. But if you want conversions, just leave this option off.
Previously we bid on the overall campaign level. Now you set the bid for each ad group.
Before we jump to the final stage of this display campaign guide don’t forget to name this Ad Group (Targeting Group).
The name of your ad group may look something like Affinity – Social Media Enthusiasts 18-24 males, or Life Events – Business Creation – 24-35 males.
Before you get to the Ad creation page you have to choose one of three options.
Responsive Display Ads means that you pick one image and google automatically optimizes it for each ad size.
Upload Display Ads option means that you have to upload individual images for each ad size.
Copy Existing Ads is about using ads that you already used in previous campaigns.
The difference between Responsive and Upload Display Ads is this: you upload one image and Google makes it responsive for all ad sizes. For the latter, you will have to upload individual images for all ad sizes.
So far we dealt with the more technical aspects of display campaign creation. At the Ad Level it is about the creative side of your campaign.
The ad requires you to:
- write 1-5 Main Headlines
- write one Long Headline
- write 1-5 Descriptions
- pick 2 or more images.
For the images field, you can either choose for Google to scan your website, upload your own images, or use stock images.
Make use of all available headlines and descriptions. The more you have, the more options for Google to find the best performing ad for your audience.
Be concise, use straightforward phrases and catchy images with contrasting colors.
Take your time when creating the ad but do not overthink it either. You can’t get it right the first time. Do it good enough and know what you’re doing so you know what to change next time.
On the More Options tab, you can change ad colors and add a call-to-action. I recommend adding one call-to-action to help stimulate clicks to your ad.
I hope this quick guide will help you feel less overwhelmed and more courageous to try and experiment.
As with many marketing channels, you adjust your campaign and strategy based on the data. It’s ok to get it wrong. That’s how you learn what works and what doesn’t work.
If you get it right the first time maybe you were lucky. If you get right after 3 tries, it’s because you know what doesn’t work. Únderstanding what doesn’t work is wisdom. Getting it right before failing is just luck or forgettable knowledge at best.