In This Lesson You Will Learn
What are Google Display Campaigns
The purpose of reviewing Google Ads What are Google Display Campaigns is to understand the basics of Google Display Network, as well as latest developments from Google in this specific area.
Google Display Campaigns can help you reach your target audience while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile devices and apps.
In simple words, Display Campaigns offer a geo-targeted and cost friendly approach to promote your brand / product / offer across various channels on the Google Display Network.
Understanding Display Campaigns
About Google Display Campaigns
‘Move people with images’ is what Google has to say about the display ads. Display Campaigns are cost effective and usually implemented for the purpose of brand awareness and reach.
They help you in finding new customers or engaging your existing customers. The reach you get for the cost you pay is amazing. Now with the introduction of custom intent audiences and automation algorithms for the display campaigns from Google, the targeting of audiences can be even more specific.
The machine learning algorithms from Google learn about your target audience and bring those customers in who have a higher tendency of fulfilling the desired goal.
Ad Types
‘Pictures speak louder than words’. Display ads are your chance to engage the customers with attractive ad formats. There are various ad formats available to choose from, depending on your requirements and message you want to deliver to your audience e.g.
- Responsive Display ads
- Standard Display ads
- Engagement ads
- Gmail ads
Further, we will talk about the most commonly used display ad formats i.e. Responsive Display and Standard Display ads.
Responsive Display Ads
The responsive display ads are a combination of multiple assets i.e. headlines, descriptions, logos, images and video. 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.
The ads that Google assembles automatically adjust their size, appearance, and format to fit just about any available ad space. For example, a responsive display ad might show as a native banner ad on one site and a dynamic text ad on another.
The attached screenshot demonstrates different sizes of responsive display ads + elements within an ad.
Standard Display Ads
The standard display ads are very cost effective and serve their purpose well for brand awareness and reach. Animated ad format is the most popular format to be used.
However, creating these ads does require some time and effort as you will have to create the appropriate formats for your ads to be displayed properly across different properties, unlike the responsive display ads where machine learning algorithms from Google take care of such things for you.
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Yes, you can specify the exact location you want to target for your Display Campaigns. Multiple locations can be added at a time. You can further drill down by selecting people who are regularly in your location or who have shown interest in your location.
Display ads appear on the Google Display Network. The Display Network is a collection of websites - including specific Google websites like Google Finance, Gmail, Blogger, and Youtube - that show ads. This network also includes mobile sites and apps.
Google recently released ‘Custom Intent Audiences’. Custom intent audiences allow you to reach the ideal audience for your business in your Display and Video campaigns by segmenting ad groups according to the specific keywords and landing pages you would like to target.
You can use custom intent audiences with auto-created audience segments or you can define your own audiences by entering keywords, and apps related to your product or service.