Building a valuable, recognizable brand is the most important thing that can happen to your business, and Google Display Ads advertising gives you a platform to do just that.
Keeping your brand at the top of your prospects’ minds is absolutely crucial if you want them to eventually choose your company over the many others who are competing for their business.
Google Display advertising connects your offer with your target audience through multiple channels and placements to create a positive experience for your prospects.
In this article, I’ll find a complete guide to the world of Display Advertising. You’ll learn everything there is to know about Google Ads (Adwords) Display advertising, to become a PPC Hero.
Google Display Ads Guide Quick Navigation:
- Step 1. Google Ads Conversion Tracking
- Step 2. Campaign Objectives: Choose the most appropriate to your goals
- Step 3. Campaign Name, Location, Language: advertising agency’s secrets to use
- Step 4. Bidding and Budget: Determine a bid strategy based on your goals
- Step 5. Additional settings: act like a PRO and take most of it
- Step 6. Targeting: Test Different Audiences and Placements
- Step 7. Ad Creatives: Responsive or Fixed-sized Ads
- Step 8. Ad Frequency Management: Control The Maximum Amount Users See Your Ad On Google Display Network
- Step 9. Google Display Ads Best Practices And Strategies
- Step 10. Remarketing: What Types Of Remarketing Can Be Used On Google Display Ads?
- Step 11. Automated Rules: Best Practices
1. Google Ads Conversion Tracking: The Basic Setup
Conversion tracking involves generating an HTML code in the Conversion section of the Google Ads account that you insert into your landing page on your website immediately after your lead reaches the conversion event (i.e. “Thank you page”, “Order Confirmation” or “Thanks for Your Email”).
Alright, let’s get started
1.0. Navigate to Tools and Settings tabselect Conversions
＋ create Conversion
1.1. Select the kind of conversion to trackselect the source of conversion you’d like to track
Here’s a more detailed walkthrough of the Website conversions source:
Within Websites conversions you can choose from the following categories:
- Sales categories:
- Add to cart
- Begin checkout
- Leads categories:
- Submit lead form
- Book appointment
- Request quote
- Get directions
- Outbound click
- More categories:
- Page view
1.2. Select the appropriate CategoryEnter the name of your conversion
1.3. Select Use the same value for each conversion (if the same value should be recorded for each sale/lead)Choose a currency and enter the value (amount) of your conversion
1.4. Select the Click-through conversion window
Conversions can happen days after a person interacts with your ad. Select the maximum time after an ad interaction that you want to count conversions
The conversion window is how long a conversion can be recorded after an ad interaction.
1.5. Select the View-through conversion window
Your view-through conversion window is how long a view-through conversion can be recorded after an impression.
View-through conversions are conversions that happen after an impression of, not an interaction with, your ad.
1.6. Include in “Conversions”
This setting lets you decide if these conversions should be included in your “Conversions” and “Conversion value” columns. If you uncheck it, data will still appear in the “All Conv.” column.
1.7. Select the Attribution modeland then press Create and Continue
As a definition according to Google, attribution modeling is: “the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.”
Last-Click Model (Default Model)
When setting up a campaign on Google Ads, if you have never tweaked your attribution settings, you will always be running the last-click attribution model.
This is the default setting for Google Ads and Google Analytics.
Last-click is exactly what you’d think it is: giving credit for conversions/sales/ whatever your goal is to the last-clicked keyword or ad, etc.
1.8. Click Create And Continue
1.9. Tag setupInstall the tag yourself
You’ve created a conversion action. Now, set up the tag to add to your website.
Global site tag
To set up your conversion tracking lead form, you should paste the global site tag and an event snippet in the code your page uses.
Copy the provided tag and paste it in between the <head></head> tags of every page of your website. Or if you’re using WordPress, just paste this code once in the header.php file. You only need to install the global site tag once per account, even if you are tracking multiple actions.
The event snippet works with the global site tag to track actions that should be counted as conversions. Choose whether to track conversions on a page load or click.
Select which event you want to track:
- Page load: Count conversions when someone loads a new page, such as an “Order Confirmation” page or “Thank you page”;
- Click: Count conversions when customers click a button or link (such as a “Buy Now” button).
Copy the provided snippet and paste it in between the <head></head> tags of the page(s) you’d like to track (i.e. “Thank you page, right after the global site tag.
Things to note:
- It might take a few hours to verify that the tag is on your website. To make sure your tag is working, check the tracking status on the “Conversion actions” page.
- You can also use the Google Tag Assistant plugin for Chrome to make sure your tag is working.
- You can edit conversion actions at any time on the conversions page.
2. Create Campaign And Choose Objectives: Choose the most appropriate to your goals
Create New Campaign
2.0. Navigate to Campaigns section ＋ create NEW CAMPAIGN
2.1. Select the goal that would make this campaign successful to you
In order to run Google Display Ads choose one of the following campaign goals:
- Website traffic
- Brand awareness and reach
- Website traffic
2.2. Select a campaign type Display
2.3. Select a campaign subtype Standard display campaign
2.4. Enter your website and press CONTINUE
3. Campaign name, Location, Language, Bidding, Budget: make sure to check this option
3.0. Enter your campaign name Choose the target location
❗ Make sure to check the option: People in or regularly in your targeted locations. Otherwise, your ad will be shown to all people from the globe who showed interest in your targeted location.
4. Bidding and Budget: Determine a Bid Strategy Based on Your Goals
4.0. In the bidding section select bid strategy directly Select Manual CPC
If you’re launching a brand new Display campaign I’d recommend starting with the Manual CPC bidding to have more control over your bids and spend.
After optimizations and sometimes of running you might switch your campaign bidding to Automated bid strategies as follows:
- Target CPA
- Target ROAS
- Maximize clicks
- Maximize conversions (be cautious with this type of bidding, cause it most likely overspends your budget)
- Viewable CPM
PRO TIP: A lower cost per click (CPC) isn’t always better.
Because Google Ads works in an auction system, the price fluctuates depending on how much advertisers are willing to bid.
When bids are higher it’s likely (not guaranteed) they can afford to bid higher because the ad is more likely to convert and turn into a sale – and therefore produce a good ROI.
4.1. Set your daily budget
4.2. Budget requirements for Target CPA bidding type
For campaigns using Target CPA bidding, it’s recommended to set a budget that’s at least 15 times your target CPA. Use the chart below to understand how long it takes to optimize your campaign depending on the current budget.
|Budget setting||Optimization time|
|More than 15 times your target CPA||7 to 8 days|
|10 to 15 times your target CPA||2 weeks|
|5 to 10 times your target CPA||3 weeks|
5. Additional settings: act like a PRO and take most of it
5.0. Ad rotations Select Do not optimize
I would recommend selecting the “Do not optimize” option from the beginning, especially if you’d like to test a whole bunch of creatives. It’s important to pay attention to this setting because most likely Google algorithms wouldn’t give a chance to each of your ad creatives to perform.
5.1. Devices Select specific targeting for devices
I would recommend testing each device type in a separate ad group for more accurate results and an easier optimization process.
5.2. Campaign URL options (You can skip this step if you’ve set conversion tracking template in Step #1: Conversion Tracking)
A tracking template lets you put additional information in the URL to identify the source of an individual ad click.
For example, you can add URL parameters that will tell you which campaign and ad group contained the ad that the user clicked on, what type of device the user was on, and which keyword triggered the ad.
If you want to track — for each individual click — which campaign, ad group, and keyword triggered the ad that the user clicks on, you can set the tracking template to:
Campaign URL Builder allows you to easily add campaign parameters to URLs so you can track Custom Campaigns in Google Analytics.
You’ll just need to fill out the required fields (like on the screen below), and once complete the full campaign URL will be generated for you.
5.3. Dynamic ads
If your business type matches the list of available ones, you could use Dynamic ads for personalized ads. Dynamic ads let you show personalized content based on what people have viewed on your landing page or the entire website. To show content from your website in these ads, you would need to set up a data feed.
5.4. Select which conversions are included in the “Conversions” column for this campaignUse the account-level “Include in ‘Conversions'” settings
5.5. Content exclusionsOpt out of showing your ads on content that doesn’t fit your brand
In my case, I would deselect the following content types:
- DL‑G: General audiences
- Content suitable for families
- DL‑PG: Most audiences with parental guidance
- Tragedy and conflict
- Live streaming YouTube video
- Embedded YouTube videos
- Parked domains
6. Display Network Targeting Options: Test Different Audiences and Placements
6.0. Create your ad groupAd group name
6.1. Define your Audiences, Demographics (People: who you want to reach)
Within Google Display Network Ads you can choose from the following targeting types:
- Keyword targeting
- People and audiences targeting
- Demographic targeting:
- Parental status
- Household income
- Detailed demographics:
- Parental Status
- Marital Status
- Homeownership Status
- What their interests and habits are (Affinity interests)
- What they are actively researching or planning (In-market interests and life events)
- How they have interacted with your business (Remarketing and similar audiences)
- Custom Audiences:
- People with any of these interests or purchase intentions
- People who searched for any of these terms on Google
- People who browse types of websites
- People who use types of apps
- People who visited certain places
- Demographic targeting:
Audiences are groups of people with specific interests, intents, and demographics, as estimated by Google. They’re people you can show your ads to.
Select one of the audience types to define who should see your ads:
The image below may help you choose the best audience type for your campaign goal.
❗ I would suggest picking one audience type per ad group for accuracy and an easier optimization process. You may also skip the audience targeting and proceed to the next steps if you wish to target just specific placements (i.e. websites/apps/app categories/youtube channels/youtube videos)
Data from your audience sources may be used to improve the bidding and targeting of your audience campaigns.
Related to Audiences Targeting: Installed App Category Targeting
TIP: Adding too many targeting options or restrictions may limit your campaign’s reach.
6.2. Demographics (Reach people based on age, gender, parental status, or household income)
With demographic targeting, you can reach people who are likely to be in the demographic groups that you choose, including age, gender, parental status, or household income.
6.3. Content: where you want your ads to show
Narrow your reach with:
- Keywords (Keyword targeting lets you choose words or phrases related to your products or services. The keywords you choose help show your ads on relevant websites, apps, and videos);
- Topics (Topics are based on broad industries or interests, such as agriculture or music.);
- or Placements.
Pro Tip: For Google Display Network Ads, keep your keyword list small, around 5-20 very related keywords and phrases that are highly relevant to your ad content.
In the placement section, you can choose specific websites, videos, or apps where you’d like to show your ads.
Let’s say you have a list of websites where you’d like your ads to be shown. Then you should navigate to the Websites tabEnter the list of desired websites Add placements
Learn more about Google Ads Targeting Options And Best Practices
If you don’t like to show your ads in Apps, you can exclude the them in campaign Exclusions setting.
I would strongly recommend excluding apps from the beginning if you’d like your budget spending to go smoothly because there’re many apps that are developed for the purpose of earning money from just clicking on ads.
After you’ll set your campaign, navigate to Placements Exclusions and exclude all the app categories from your targeting, cause they may spend all your budget without any significant results.
In the opened window choose your campaign from which you’d like to exclude placementsClick App categories (141)Check all categories in the list in order to exclude them from your campaign (it’s 141 app categories to exclude, I know it’s awful, but it’s the only way to get rid of useless spending).
Make sure to open all the lists and check every single category.
6.4. Targeting expansion
Increase your reach based on the positive targeting and the settings selected above
Reach more users by letting Google look for high-performing audiences similar to your target. Expanding reach can increase impressions, clicks, and conversions.
7. Google Display Ad Creatives: Responsive or Fixed-size Ads. Create your ads
Standart Google Display campaign allows creating 2 types of ads:
- Responsive display ads
- Fixed-size display ads, which you should upload manually
7.1. Responsive display ads
Responsive display ads can increase your reach and save time spent creating different versions of your ads.
When you create a responsive display ad by uploading different assets into Google Ads, Google uses a machine learning model to determine the optimal combination of assets for each ad slot based on predictions built from your performance history.
Responsive Mobile Ad Sizes
Responsive Desktop Ad Sizes
Responsive Video Ads
Google responsive video ads are part of display network ads, where advertisers can add up to 5 videos. These video ads will trigger in a display ad unit.
Responsive ads automatically adjust their appearance, size, and format to serve on available ad inventory on the Google display network.
How to use Google Responsive Video Ads?
Enter a YouTube URL to define video in your ad unit asset. You can search for videos within the screen as below and can add up to 5 videos. Google will auto-rotate these videos and show high-performing video ad sets often.
Learn more about Google Video Ads Complete Guide 2021 & Best Practices
7.2. Fixed-size Display Ads
If you don’t want to use Responsive ads but want just fixed-size ads, navigate to your campaign Ads & Extensions menu section click ＋ Create Ad Upload display ads
Enter your landing page URL Choose your display ads which you want to uploadclick DONE
Best Performing Google Ads Display Sizes
We’ve listed the top five best-performing banner ad sizes according to Google. The picture next to each size shows you the location and relative size on the page.
1. Medium Rectangle (300×250)
2. Large Rectangle (336×280)
3. Leaderboard (728×90)
4. Half Page (300×600)
5. Large Mobile Banner (320×100)
Pro Tip: Create Ads in every possible format and find out which one works best for your product or service
8. Ad Frequency Management: Control The Maximum Amount Of Time Users See Your Ad On Google Display Network
In Google Ads, you can set a preference for how often your ads are shown to the same user per day, week, or month. As these numbers change, monitor how your CTR, conversions, conversion rates, or other KPIs (again depending on the campaign’s goals) change as your unique user and frequency numbers change.
Frequency capping helps control the maximum number of times an individual user sees your ad on the Display Network.
You can then use this data to update your frequency capping settings in your Display Network campaigns.
In your Google Display Network campaign settings, navigate to the Settings option. There, you will see the Frequency management section:
In my experience, it’s best to set a daily cap to 5 impressions per day per single user.
9. Google Display Ads Best Practices And Strategies
Here are the best tips and tricks to maximize ROI and improve quality scores through Google Display Ads.
You could use Google Search Network and Display Ads to keep them as distinct as possible by analyzing users’ intent to them towards your goals. Frame your visuals and ad copy accordingly to hit the right spot in the consumer psyche.
Remember that Search Ads work best when pushing a product, whereas Display Ads are a medium for creating general awareness for your brand and boosting product recollection.
10. Remarketing: What Types Of Remarketing Can Be Used On Google Display Ads
On the Google Display Network, you can target in two ways. First, you can target leads on the internet who may have no previous knowledge of your website, brand, products, or services. Second, you can remarket to users who have engaged with your website in some form.
Remarketing is a way to connect with people who previously interacted with your website or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase. And by the way, retargeting with display ads have a high ROI.
Remarketing campaigns can lead to a 147% greater increase in revenue.
There are 2 ways to remarket with Google Display Ads:
- Standard remarketing: Show ads to your past visitors as they browse sites and apps on the Display Network.
- Dynamic remarketing: Boost your results with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website or app.
The main difference between these 2 types of remarketing campaigns is the following: while traditional remarketing targets your past visitors with static ads, dynamic remarketing goes a step further.
Dynamic remarketing campaigns show your previous website visitors tailored and more personalized ads based on products or services they viewed on your website. These campaigns provide you with extra settings and reports specifically for reaching previous visitors.
How to create a dynamic remarketing campaign for Display
- First of all, you need to Upload the feed
- Click on TOOLS AND SETTINGS ➜ SETUP ➜ Business data
- In Data feeds window click the plus icon ＋, Choose Dynamic ad feed ➜ Choose your business schema and upload the file
- Then create your Display ads campaign
- In Additional settings click on the down arrow for “Dynamic ads”
- Check the box beside “Use dynamic ads feed for personalized ads”
- Click Save
Some of the most common standard remarketing audiences include:
- General website visitors
- Users who have submitted a form
- Users who have downloaded content
- Users who have viewed specific product pages
- Users who have signed up for an account or trial offer
- Users who have completed a transaction or purchased a product
- Users who have begun any of the above actions but abandoned the page before completing it
Learn more about Remarketing Lists and Best Remarketing Practices
11. Automated Rules: Best Practices
Automated rules let you make changes in your account automatically, based on the settings and conditions you choose. You can change your ad status, budget, bids, and more.
Rules Action List
There are the following actions available for automated rules in Google Ads:
- Enable campaign/ad group/ads/keyword
- Pause campaign/ad group/ads/keyword
- Change campaign budget
- Change ad group/keyword bids
- Change keyword bidding
- Change labels
- Send Email
How To Set Automated Rules
- Go to the Campaigns, Ad Groups, or Keywords pages.
- Click the 3-dot icon above the statistics table.
- Select Create an automated rule.
- Select Change budgets from the “Type of rule” drop-down.
- Choose which campaigns to change budgets for (All enabled campaigns, All enabled and paused campaigns, or Select campaigns).
- Under the “Action” drop-down select Increase budget. You can choose to increase your budget by a percentage or specific amount. If you’d like to ensure your budget cost doesn’t exceed a certain amount for the billing period, you can set an optional upper budget limit.
- To add a condition, click ＋ ADD, under “Condition”.
- Define the frequency of your rule.
- Choose the type of email updates you’d like to receive on issues affecting your rule.
- Name your rule.
- Click Preview to ensure you’ve set up your rule to run the way you want. Previewing is just for verification and doesn’t make any permanent changes to your account.
- When you’re done, click Save rule.
P.S. I hope this article was helpful to you. If you have any questions, suggestions, or you’d like to share something related to the topic, please drop a line in the comment section below.