How to Create a Display Campaign with Google Ads

If you are thinking of investing in a SEM campaign, here are the basics to learn how to create one that goes straight to your potential customers.

Being present online in the right way and knowing how to reach the public really interested in your product or service requires building a strong and targeted digital marketing strategy and... patience, lots of patience!

To speed up this process by attracting many users, our recommendation, as an agency with great Google Ads experience, is to create a display campaign.

First things first: what is Google Ads?

Google Ads, until a few months ago known as AdWords, is Google's PPC (Pay-Per-Click) platform that allows you to place advertisements in the search results of your browser or on its affiliate sites such as YouTube or Gmail. In this article we will focus on creating a first display campaign in the aforementioned areas.

Why advertise right here? Because it is the largest Adv display network in the world, since it includes all Google-affiliated sites such as YouTube, Gmail and blogs supported by Blogger.

The Google network is able to reach 90% of the total internet users in the world and gets 180 million advertising impressions on a monthly basis.

Why should a Google Ads display campaign interest you?

Creating a display campaign on Google Ads should interest you if :

• You want to reach the audience that has shown interest in your product or your company;
• You want to show your advertising in different spaces, including blogs and youtube videos;
• You are interested in publishing interactive advertisements that are particularly "catchy".

Google Display allows you to:

• Increase the visibility of your brand;
• Generate direct traffic to your site;
• Speed up the purchasing process ;
• Increase the sales of your product and your service.

The common denominator of all this is an effective advertising campaign that can help you optimize your investment, but we will talk about this shortly.

What kind of advertisements are there?

You can publish different types of advertising on your display network, according to the needs of your brand. The main formats that can adapt to different sizes are:

• Text
• Photo
• Video
• Rich media, i.e. A mix of images, texts and videos.

When are the ads displayed?

You can show your users your ads on the Google Display network, before they even start looking for your product, with something that helps to catch their attention at the beginning of the so-called buyer journey.

Another possibility is that you keep in mind what users searched for on your site using remarketing. This technique allows you to get back in touch with those users who already know you to lead them back to the product of their interest.

Points to keep in mind when talking about display advertising on Google Ads:

• The keywords determine the position of your ads alongside related content. It is also interesting to make a list of the "negative" keywords and add them to your campaign to be sure that your advertisements do not appear where they should not;
• Advertisements appear on websites related to those chosen at the time of the campaign setting and only on the sites belonging to that network;
• Once you have set your interests, advertisements will appear to users deemed "relevant" based
• Advertisements appear to tagged users who have visited the pages of a website (public lists are created on the basis of remarketing codes);
• Advertisements can be segmented by the age and gender of users.

Step-by-step guide to create your first display campaign

Once you've decided to create a campaign, the first thing you need to do is create a Google Ads corporate account.

Planning : why do you want to create an ads campaign? What budget do you have? Determine if you are interested in clicks, sales, time spent, lead acquisition, newsletter subscription or other.

Identify and create your target : where are your customers? Where do they connect from? What does he like? What sites do they frequent? How often. Define all these aspects to reach your audience.

Design : which format best suits your campaign? What message do you want to communicate? What landing page do you want to direct to? It is essential to consider that more and more users surf from their mobile devices, therefore it is mandatory to think of a responsive design. Google Ads allows you to segment by different device.

Frequency cap : It is important that you set limits on the frequency with which your remarketing campaign appears to users: this is because you do not have to "stress" users and you must be consistent with your message.

Schedule the publication of your campaign : when to publish the campaign? Choose the period in which your advertising will be active.

Measure the impact : What is the ROI like? What kind? Post-click and post-impression click? To have an effective measurement you need to install a "conversion tracker" using a code on the "Thanks for your purchase" page so that Google Ads can keep track of it.

Campaign Optimization : What Can You Improve? But above all, you must pay attention to how your advertisements perform in specific locations to exclude them or choose them based on their performance.

Display campaigns are primarily designed to improve your branding. Including them in your Digital Marketing strategy will allow you to get the best.

Digital communication consultant. I deal with Strategy and Digital Communication. Web & Digital Manager, SEO, eCommerce, Content, Social Media. Songwriter, Guitar Player, and then anyway I look at everything.