How to set up Display Ad Campaigns
Setting up display ad campaigns is easy. Here’s a step by step tutorial on how to get it done on both the new AdWords experience and the original AdWords interface.
New AdWords Experience
From your “Campaigns” dashboard, click the blue + button.
Select the “Display” campaign type.
Next, select your campaign goal.
365 Lessons Protip: If you choose to create a campaign without a goal, you have access to all of the features of a display campaign, which allows you the most customization and flexibility.
After you select your campaign goal, you will be able to enter a name for your campaign. Although AdWords enters a default campaign name for you, choose a name that clearly describes the theme of the campaign.
Next, select your campaign subtype. You will have three options to choose from:
- Standard Display Campaigns(recommended) gives you manual control over your settings and targeting, with a few automation options on top
- Smart Display Campaignslets Google handle bidding, optimization, and targeting with automation
- Gmail Adsshow ads in people’s emails
Next, specify the locations where you’d like to target. If you would like to add multiple locations or target a radius around a specific location, you can select “Advanced Features” and add in your targeting.
For more information, read our complete guide to geotargeting.
Now it’s time to set up your bidding. Choose your campaign’s main optimization focus:
- Conversion:the action that is being measured by interacting with your ad. For example, a signup or a purchase.
- Conversion value:the financial worth of each conversion
- Clicks:someone clicks on your page
- Viewable Impressions:pay when at least 50% of your ad is showing for at least one second
Now select your bidding strategy. You will have the option to either choose an automated bidding strategy, or a manual bidding strategy.
The manual bidding strategy allows you to have the most control over your ad campaigns.
Next, set up your budget and delivery method. Google will spend up to double your daily budget on days your campaign is seeing high-engagement. However, Google will never spend more than your monthly budget
When selecting the delivery type, you have two options: Standard & Accelerated.
- Standard delivery (recommended) spends your budget evenly over the day
- Accelerated delivery spends your budget as quickly as possible, which could result in your budget running out early in the day.
Once you have set up your budget and delivery methods, click the “Additional Settings” drop-down.
Here you will find 3 important setup options:
- Frequency Capping
- Location Options
- Context Exclusions
Frequency capping limits to how many times your ads appear to the same user on the Display Network. By limiting the number of times someone sees your ad, you can help avoid ad fatigue, and unnecessary spend. Frequency capping can be set on a per day, week or month basis, as well as on the ad, ad group or campaign level.
For a full rundown, read our guide to frequency capping.
Location options allow you to change how you target your specified geographic region.
Target people “in your targeted location” as opposed to the defaulted “in, or who show interest in, your targeted locations.” This ensures that you are only showing ads in your desired locations as opposed to people who are “interested” in the location.
Context exclusions allow you to opt out of showing your ads on content that doesn’t fit your brand. Be sure to opt out of mature and sensitive content, as well as different content types like games, apps, and videos.
Original AdWords Interface
- From your “Campaigns” dashboard
- Click the +CAMPAIGN button
- Click “Display Network Only”
- After naming your campaign, Click “All Features” for type for the most flexibility in terms of customization
- Locations > Enter where in the world you want your Ad the show
- Languages > Enter what language demographic you wish to target
- Bid Strategy > Enter budget
- Ad extensions > There are two extensions available for Display Ads. For a deep dive, check out the respective tutorial videos:
- Call Extensions
- Creating your first Ad Group:
- Ad group name: Use a descriptive title applicable to your target audience. This will be crucial to keeping your reports organized and legible
- Enhanced CPC: This bid per click will override your orginial settings. This is an opportunity to funnel more, or less money towards the specified Ad Group
- How to target your ads
- Display keywords: target websites that have THESE keywords in them
- Interests & remarketing: targeting people with the specified interest found in the drop-down menu
- Affinity Audience: people who have shown interested
- In-Market Audience: an audience Google has determined as ready to buy or in the market for certain items.
- Use a different targeting method
- Topics: the topic of the website (ie. Sports Websites)
- Placements: pick specific websites
- **You can overlay different targeting options. For example, you can target people who are interested in a certain topic (ie. Basketball) who are surfing on certain placements (naukri.com, 365lessons.in). These overlaid targeting options narrow the scope of your target – think Venn Diagram.
- When it comes to retargeting your display ads, make sure you have frequency capping setup so you don’t start annoying people with your ads.
- Creating your Ad
- Text & Image Ads: This part is largely up to you as the marketer
- SAVE your Ad. You will be able to re-use this ad
- You can revisit your target audience after the Ad is created by navigating to the Display Network tab, and using our guide above on How to Target your Ads
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