To begin using Google Display Ads, it’s fundamentally important to define your goals. Take a moment to figure out if you’re looking to build awareness, grow consideration within your buyer’s journey, or get your customer to act by using a driving action.
Sign-Up for our monthly Trends & Blogs NOW
The primary object of all campaigns is to “Get your ads in front of the right people, in the right place, at the right time.” You can do this by creating a campaign based on your business goals, and overall objectives. Here are examples of the types of campaigns you could choose from:
- Search Ads
- Display Ads
- Video
- Shopping Ads
- App Ads
Read more industry articles located on our Trends & Blogs page.
This blog post will focus on Display ads. You’ll find similarities between each type of campaign, yet each is designed to help you in diverse ways. Let’s look at the features used within Google Display ads now.
By having the right audience, ad format, bidding strategy, and measurement solutions in place, you’ll have the key instruments in place to have a successful campaign. We are attempting to influence the customers, as they move through the buyer’s journey, to make a purchase. To act!
We create awareness by reaching out to potential customers, with our display ads, and keeping our brand or service at the top of their minds for them. In the consideration phase, we want to show them content that will influence them while they’re at this critical moment in their journey. The following consideration phase is when you’ll use a driving-action strategy such as having a direct, strong call-to-action (CTA). As just noted, the most important aspects of a Display campaign are:
- To build awareness
- Influence consideration
- To Drive-action
- Grow Loyalty
Developing a Google Display Ads campaign is where you can set up the how, when, and where aspects of where your ads will show up. Google Ads can help you reach your goals, by using a wide range of campaigns and services to get in front of more customers to fuel your company’s growth. Note: There are two types of Display campaigns you can use:
- Standard Display campaign
- Smart Display campaign
Let’s take a close look at each of these campaign types.
Standard Display campaign
With standard display, you have the benefit of full control of your campaign settings, which include manually selecting your targeting, bidding, and ad format. With these traditional display campaigns, the advertiser must provide the search engine with assets in each ad format, and size that they want to be eligible for at auction time.
By using Display campaigns, you can reach a relevant audience with visually engaging ads as they browse millions of websites, apps, and Google-owned properties (i.e., YouTube), to achieve your marketing objectives.
With a standard display campaign, you’re able to manually select who you’re targeting, what bidding strategy you’d like to use, as well as the ad format. With display ads, it’s important to maintain a consistent message. This helps to build trust with your audience member (or customer) who clicks on your display ad and then ends up on one of your landing pages. You want this message to be the same. I’ll touch on these more in the next sections.
Smart Display campaign
Smart Display campaigns are a campaign type that uses full automation. It bundles together all the pillars of successful Display campaigns and accesses the best of Google’s machine-learning capabilities to optimize and automate all aspects of your Display campaign. You simply provide the following, and Google will mix and match your ads at scale.
- What your ad will say
- Images you want to display
- Your daily budget
- Cost-per-acquisition
Targeting:
Targeting is for when you build your first display campaign, there are three marketing objectives that you’ll be able to choose from. They are as follows:
- Building Awareness
- Increase how well people know your brand.
- Influence consideration
- Encourage people to explore your products or services.
- Drive action
- Get sales or leads by motivating people to act.
Bidding:
It’s important to choose a bid strategy that reflects your marketing objectives. There are four main bid strategies that you’ll be able to choose from when you use Smart bidding:
- Enhanced CPC
- Automatically adjusts your manual bid up or down based on each click’s likelihood to result in a conversion.
- Maximize Conversion:
- Drive as much conversion volume as possible within your budget.
- Target CPA
- Automatically sets bids to help increase your conversions while also reaching your average cost-per-acquisition (CPA.
- Target ROAS
- Automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set.
Ad Format
There are two main types of ad formats you can leverage for your Display campaigns.
- Responsive Display ads
- These have greater efficiency and scale
- Uploaded ads
- You have greater control over what you want to display (e.g., images & AMP HTML)
Smart Displays Ads
Smart Display campaigns are campaigns that use full automation, by bundling all the pillars of other successful display campaigns which then access all the best that Google’s machine learning algorithm must optimize your display campaign. The only things you need to supply are the creatives regarding what your ads will say, the images that you want to display, what your daily budget is, and/or the cost-per-acquisition (CPA).
Smart Display campaigns rely on the existing CPA model to set the bids at the right time. They also use a new auto-targeting infrastructure to deliver the best Display targeting across the entire campaign.
Keep an eye out for AMP HTML, or (Accelerated Mobile Page Hypertext Markup Language) which is an open-source project currently being developed by Google. It’s a programming language primarily developed for mobile platforms to be able to communicate efficiently with search engines, by letting them know what they are and what they need to create and post mobile display ads, like the way that Metadata communicates with search engines. It’s designed for speed, security, and accuracy within the online community, and its primary objective is to make the web better for all of us. Stay tuned!
Read more industry articles located on our Trends & Blogs page.
Signal Permutations
What do device type, location, time of day, personal interests, and day of the week have in common? They’re some of the signal types to take into consideration when deciding how much to bid on a campaign. Smart Bidding, on the other hand, does the heavy lifting for you, analyzing millions of signal permutations and setting the right bid for every auction.
Wikipedia definition of (signal permutations) for display ads:
In mathematics, when X is a finite set with at least two elements, the permutations of X (i.e. the bijective functions from X to X) fall into two classes of equal size: the even permutations and the odd permutations. If any total ordering of X is fixed, the parity (oddness or evenness) of a permutation �