Setting Up A Google Display Campaign To Get Impressions & Sales

Google Display campaigns are image-based campaigns. If you have ever gone on a website, say, for example, a florist website, as you were looking to buy your partner some flowers and then for the next couple of weeks, every time you went online, you would see that company's ad… well that is a display ad.

Many people see a Display campaign as just a remarketing tool whereby you retarget and show your ads to people who have been on your website, and while this is a very successful strategy, display campaigns are also a great way to reach new audiences with your product.

This is especially true because the CPC for a display campaign is much cheaper than search or shopping campaigns, with CPC for display campaigns sometimes only 15 - 20% of the cost for search. 

Follow the link in my YouTube video description below to down your free copy of my Display campaign set-up guide. 

You will find more info on Google Display Ads below if you are a beginner.

What are Google display ads?

Google Display Ads are online advertisements that appear on the Google Display Network (GDN). This network consists of over 2 million websites, videos, and mobile apps on which your ad can appear. Ads are targeted to audiences based on various factors such as demographics, interests, topics, keywords and more. With display ads, you can create banner or text ads as well as video or image ads to reach your target audience effectively.

How are display ads different from search ads?

Display ads are distinct from other Google ad types in that they specifically focus on engaging potential customers and customising content for them. Display ads can target audiences based on various factors, including physical location, topics, interests, hobbies, and more. This allows companies to deliver tailored ads with visuals and videos that are more appealing than text-based search ads.

For a search ad to show, a customer has to actively search for the product/service first. A display ad, on the other hand, can appear while they are browsing relevant websites and - thanks to the attractive ad image - can lure them away from what they are doing to look at what you have to sell instead.

How to set up a Google display ad campaign?

Setting up a Google Display Ad campaign involves the following steps.

First, you need to create an AdWords account if you don't already have one. Once your account is ready, log in and go to the "display network" tab on the left panel.

From there, select "campaigns" and then click on the "+Campaign" button to start creating a new one. You'll need to choose between a managed or automated campaign and can also adjust settings such as budget, ad delivery method, networks, demographic targeting, bidding strategy and more.

Finally, click “Save” when you are finished setting up your ad campaign, and it will be live shortly afterwards.

Determine your campaign goals and target audience

Setting a goal helps you determine which metrics to track and measure the performance of your campaign. Without a clearly defined goal, it's difficult to analyse whether the campaign was effective or not.

By choosing the right audience, you can make sure that your ads are seen by those who are most likely to respond to them. You can better understand your target market's behaviours, interests, demographics, and motivations by conducting research on them and developing detailed buyer personas. This will enable you to make ads that will have an impact on them.

Here are some tips to help you identify your target audience and determine your campaign goals:

• Research the demographics, interests and buying habits of those who are likely to be interested in your product or service.
• In order to narrow down your audience, consider factors such as age, gender, location, income level and interests.
• Create buyer personas that can provide details about each type of customer you’re targeting.
• Think about what outcome you want to achieve with your display campaign – is it increased engagement, more conversions or something else?
• Make sure you have a measurable goal so that you can track and measure the performance of your campaign.

Create your ad content

Creating compelling ad content that resonates with your target audience is the first step in order to make sure they take notice of your ads and convert.

Before you create the content, it's important to research your target audience - just as we covered in the previous point - so that you can tailor the content to their interests and needs. This will help ensure the content resonates with them and grabs their attention.

When crafting the ad content, you should use language that speaks to the customer's emotions instead of simply listing features or benefits. Focus on creating a persuasive message by highlighting how your product or service solves a problem or adds value to their life. Finally, add visuals that are eye-catching and in line with your brand identity for maximum impact!

Here are some additional tips for creating effective ad content:

• Make use of visuals such as images, GIFs, or videos that will grab attention.
• Create powerful headlines with keywords that will help draw attention from your target audience.
• Keep sentences concise and focus on the most important points you want to get across.
• Test different ad variations to find out which one resonates most with the audience and brings you better results.

Choose your targeting options

Google Display Ads offer a variety of targeting options to help you reach the right audience with your messages.

Demographic targeting enables you to target specific age and gender groups, while interest targeting helps you narrow down your audience based on their interests and activities.

Remarketing allows you to target previous website visitors who have already expressed interest in your product or service.

You can also use contextual targeting to choose specific websites where your ads will appear or keyword targeting, which uses keywords associated with the topic of your ad to target the right people.

Set your budget and bid

Establishing a budget allows you to control how much you are willing to spend on each impression or click while setting a bid determines how much you are willing to pay per impression or click if your ad gets chosen by Google's automated system.

Launch your campaign and track its performance

The last steps in launching a successful campaign include making sure conversion tracking is configured, optimising your bid and budget as necessary, and keeping an eye on your campaign's performance to make sure it is achieving its goals.

Conversion tracking allows you to carefully track the performance of your ads so you can see which ones are generating clicks or conversions.

Optimising your bid and budget helps ensure that you are getting maximum ROI for each impression or click on your ads.

Lastly, ongoing monitoring is essential to make sure that you constantly improve your overall campaign performance by killing unsuccessful ads and doubling down on what works.