How to Setup a Google Display Campaign?

In this blog, you will discover How to setup a Google Display Campaign, how to build engaging and eye-catching ad creative, target the correct demographic and tie everything together in a funnel that produces results. We at Adsthrive, Top Google Ads company in Bangalore follow the best practices when it comes to advertising your business. Before we go any further, let’s explain what display advertising is and how they help your business.

What is a display campaign?

A means of attracting the audience of a website, social media platform, or another digital medium to execute a certain action is display advertising or a campaign. These are typically composed of text-based, image-based or video advertisements that persuade users to visit a landing page and take action (e.g. make a purchase)

The majority of display and online advertising campaigns are priced per click (CPC). That is, you will be charged a certain amount based on your overall bidding strategy every time a user on a search engine clicks on your ad.

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They can be used in retargeting campaigns as well. Ads are shown to people who have already visited a specific website. The goal is to “retarget” them and pursue them to return to the website and repeat the action (or an action at a different stage of the funnel).

Display ads are categorised into three types:

• Site placement advertising- In this sort of display advertising, the advertiser or marketer selects the website on which their display ads will appear.
• Contextual advertising- In this sort of display advertising, networks position adverts on websites that are related to the advertiser, such as a dog food ad on a pet adoption website.
• Remarketing- Remarketing display advertising show in front of users who have previously visited your website.

Why you should include display ads in your marketing campaigns

Display advertising gives you the option of showcasing your products in a range of ad styles. Furthermore, when you use advertising networks like the google display network to develop display ads, your ads have the ability to reach users on millions of websites all over the world.

Targeting the appropriate visitor at the right time on the right website is the key to success with display ads.

Display advertisements work wonders for customer acquisition and brand awareness in remarketing campaigns since they remind people who have left your website what they are losing out on by not taking advantage of a particular deal.

Other forms of display ads:

• Banner ads
One of the oldest and most conventional forms of advertising, banner ads appear in a “banner” format at the top of web pages. Here’s an Amazon Prime example:

• Interstitial ads
Users are forwarded to the original website they requested after viewing these adverts, which appear as web pages. You can see how this looks before accessing a web page or app on a mobile device in the example below:

• Video ads
Marketers have a new path to explore, thanks to the YouTube advertising platform as well as social media platforms like Instagram and Facebook. Video commercials allow you to interact with your audience on a personal level and are well worth the investment.

• Rich media
Interactive elements such as video, music, and clickable elements are included in this advertising. The following is an example of a DemandGen ad that incorporates an opt-in form right within the ad.

Pros and cons to display ads:

Pros-

• Diversity
Display ads come in a variety of formats and sizes. They can also be displayed in a variety of forms, as you can see above. This means you can pick an advertising style and format that will assist you to achieve your objectives.

• Reach
You may access millions of sites directly from your google ads account, thanks to the Google display network (GDN)

• Targeting
You can target the proper audience by placing your adverts on the right website, thanks to GDN’s vast reach. This includes demographic and geo-targeting as well as your target audience’s special interests.

• Measurable
Google ads can track clicks, impressions and conversions as well as google analytics for more precise performance and engagement tracking.

Cons-

• Banner blindness
Because display adverts are so prevalent, many users have learned to disregard them completely. As a result, the click-through rate will be reduced. Remarketing and rich media adverts, on the other hand, can be used to get around this.

• Ad blockers
Adblocker technology has also been increasingly popular in recent years. Many brands and media sources on the other hand have sought to get around this by giving consumers the option of enabling adverts or paying for a subscription. Despite these minor drawbacks, display advertising is nevertheless effective, especially when done well.

• Determine your objectives: do you want to increase direct response traffic and clicks? Is it important for you to promote your brand and track user engagement? Identifying your objectives ahead of time will aid in the planning and implementation of your display campaigns. Your targeting decisions, pricing model, creative messaging and even the metrics you choose to track will all be influenced by your campaign’s ultimate purpose.

• Identify your target market: it can be difficult to find new clients when there are thousands of publisher websites to choose from. Google’s targeting tools assist you in determining which websites are most relevant for your campaigns, helping you to engage with your customers when and where it counts the most. Both consumers and advertisers value commercials that are relevant to them. You can locate your intended audience by:

• Targeting depending on the content of a webpage:
Contextual targeting matches your ad to the content of a webpage using keywords.
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• Hand-picking sites:
Placement targeting can be used to select ad placements ranging from entire websites to single web pages.

• On handpicked websites, defining relevant concepts:
Use a combination of placement and contextual targeting to find niche consumers.

• Identifying users with certain interests:
Users are targeted with interest-based advertising based on the websites they frequent.

• Optimization based on demographics, geography and time:
Demo bidding, geolocation and day-parting controls let you to target your spending in the most efficient way possible.

• Excluding sites and material that are not relevant:
You have complete control over where your adverts show, thanks to advanced targeting capabilities.

• Managing frequency of ad impressions:
Frequency capping allows you to target your ads on the consumers who are most interested.

• Create your own personalised display ad: customize a new ad or upload your existing using google’s ad gallery, formerly known as the display ad builder. Make your messaging unique to your product and target demographic in order to elicit the appropriate user response.

• Set your bids and budget: you just pay what an ad is worth to you with google. Every ad is an auction under our unique pricing model; you bid the highest amount you are willing to pay for a click or an impression. Advertisers who are wanting to drive visitors to their website or online store should use cost-per-click (CPC) pricing.

• Understand performance management tools and features: google ads provide a number of tools and features to aid in the evaluation and management of your display campaign’s performance. It’s crucial to learn about these tools ahead of time so you will feel confident using them when it’s time to improve your campaign. If you want to do direct response marketing, for example, if you want to track conversions after you have set your bids and budget, you should set up conversion tracking.