Running display ads is a pivotal way of generating millions of impressions for your business. The campaigns focus on creating interactive ads on varying kinds of webpages. Google ad platform allows you to set specific campaign goals and are easier with the implementation of AI to help create the ads for you. In this passage we will focus on walking you through the process of creating a Google display campaign.
Campaign Goals
Setting your campaign goal is the first step into success. For most display campaigns, we want to prioritize awareness as our primary target metric. You can also choose your campaign objective which Google lays out very easily for someone getting started using the platform. On this same screen you will plug in your business URL to help Google personalize this process for you.
Target Audience
This is where display can differ from most campaigns, they have specific placements for different media platforms. You can choose some of the leading YouTubers in your product space or micro influencers and run ads on those specific channels selected to help target your audience even better. At the end of the day, we want to focus on personal interest of our audience, so this is a great way to place your ads where you are most likely to generate impressions.
Selecting the Bidding Method for You
Like other campaigns, selecting your bidding method will be the driving force behind integrating your selected goal with all of the other components. This is where we can use smart bidding strategies to use the advanced learning of AI to optimize our bidding methods. If we have further experience in this process, we can skip this process and select a bidding method like focus on clicks to focus on impressions.
What are Responsive Display Ads?
This is where we will focus on our ad groups. What you will want to do is fill the assets with as many logos, images, videos, and headlines as possible and Google will generate different combinations of ads based on the inputs. Google will understand and learn what are the best combinations of ads that work the best and continue to improve on ad success. You can also include things like URL, long headlines, business name, and a call-to-action text which will grab the user’s attention.
Ad Placement
Ad placement is the location in which your ad will be shown. If you understand where the search intent is and understand industry leaders in the micro influencer space, you can manually select where your ads will display. If you first start out Google has automated ad placements which will choose where to place your ads based on the inputs of your campaign and targeting method. You can also choose specific apps for your ad to be placed. For example, if you are selling an anti-virus, you most likely want to place your ads on computer applications. Placement is extremely important because an ad on Facebook or Instagram will generate different results. Getting acquainted with Google Analytics is essential if you are not operating under an automated campaign type. You can also exclude ads from being placed on platforms that will generate little to no conversions or brands that can be done with specific exclusions or create lists to be spread across different campaigns.
Hitting the Finish Line
The process of creating this type of campaign can be very straightforward, but it takes skills to reach maximum efficiency on the platform. Thanks to Google’s AI Max campaign, this type of campaign can help people by using smart bidding methods and broad keywords to automate the process through trial and error and Google Analytics. Strategy is the most important thing when implementing paid search also understand the intended audience for your business. We want to focus on our consumer base and search intent to create a fully-optimized campaign.
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