Every brand or business desires to increase its leads or sales. But not a lot of them know the various tricks and tips of lead generation. In this blog, we will discuss everything about the Google Display Network ads campaign (GDN).  How is this different from the search engine ads and how you can generate quality leads using this easy yet effective system?

Google Ads

Google ads is an advertising platform designed by Google, where advertisers bid and then their ad is shown to the audience through various channels.

Google Ads is the main body which is further divided into two parts:

  1. Google Search Network– where advertisers’ ads are shown to the users on search engine results.
  1. Google Display Network ads– where the graphic ads are shown on web pages.

Google Display Network

Google display network ads is a very vast network where your ads can be displayed. Not a lot of people are familiar with this terminology and most of them still consider google display ads the same as Google search ads.

Even those who do know a few things about Google display network ads, cannot use this properly and produce the maximum result. Read this blog till the end and all your questions or doubts about the Google display network ads campaign will be cleared. 

For Example

To guide you properly about the Google Display Network ads campaign, we will be using the example of a wedding photography business. We will explain how you can create a Google display ads campaign for promoting your business.

Here we will be targeting leads and sales on wedding photography, but if you have some other business, you can use the same strategy but a different target audience, according to your niche.

How To Create Google Display Network Campaign

You can create your display ad campaign using these simple steps.

Step 1 – login to your Google Ads account

Step 2 – From the campaign level in the page menu click on “+ new campaign”.

Step 3 – Select “leads” from the options for the campaign goal.

Step 4 – From the campaign type options select “display”.

Step 5 – From the campaign subtype options select “standard display campaign”.

Step 6 – Add the URL to your business website.

Step 7 – Type your campaign name (something related to your whole campaign).

Step 8 – Click on continue.

Campaign Settings

After going through the above-mentioned steps, your campaign is now created. But, you still need to select some further options to create an ideal and responsive Google display ads campaign.

Selecting The Desired Ad Location Or Country

Google Ads Location Targeting

With the new Google interface, it’s a lot easier to create a campaign. All you have to do is keep selecting your required options from the available ones and done.

Here in this option, you will be shown three main options:

  1. All countries and territories. If you select this option your ad campaign will be shown to people all over the world.
  2.  You can select the whole country as your target audience and now your ad will be shown to anyone in the country who searches for your keywords.
  3. Select another location— now you can select a specific radius around your area. This is best if you have a physical business and you want only the people in your proximity to be able to view your ad.

You are further given two more location options:

  1. Allows people outside your location who have an interest in your selected location to be shown your ads. For example, a person anywhere in London may search for a wedding photographer in Manchester and your ad might be shown to them.
  1. Allows only people in your selected ad location to be shown your ads.

Select “Presence: people in your exclude locations” and you are now done with the location settings.

Languages

Google Ads Languages

Select the language your business mainly deals in. For example, here we are selecting the language English.

Ad Rotation

Google Ads Ad Rotation

In this options menu, select the first option that is “optimize: prefer best performing ads.”

Now Google will optimize your ads for the time being you don’t have to worry about them a lot. Later after checking their turnover, you can manage ads manually.

Selecting The Ad Schedule

Google Ads Ad Schedule

When and how much you want the ad to run over the Google Ad campaign can be controlled here. You may want the ad to be run only from Monday to Friday or only on weekends depending on your requirements. Since we are using the example of a photography business, we are going to keep it live for the whole week.

Selecting The Target Devices

Google Ads Target Devices

Here you are given a few options as to where you want your ads to be displayed. The best option is to select “show on all devices”. This way your ads can be viewed on any device and this may lead to more sales.

Setting Up The Start And End Dates For The Ad Campaign

Google Ads Start And End Dates

If your business is up and running, you can start right away. And, in the ending dates, select the date when you want your campaign to end. For example, if you are not going to be open on Christmas, you may select the Ending dates at 21 December and then your ad will only run till 21st December. 

If you want the ads to continue running, then leave the ending date empty. By doing this, your ad will continue running till you change your mind and stop it manually.

Conversions

Google Ads Conversions

After setting up the start and end dates for the Ad campaign, you also need to set up your conversion action before you start any campaigns. Without a personalized conversion setup, you cannot know what is working for your ads and what is not?

Setting Up The Content Exclusion Settings

Google Ads Content Exclusions

If you want the basic easy setup of your Google display ads, you may leave this option as it is. But, if you do not want to show your ad on certain sensitive topics, such as sexual or religious topics, you can select and opt out of them. In this way, your ad will only be shown on topics that are somewhat relevant to your brand, and this can thus narrow down your target audience. 

Setting Up The Google Ads Budget

Google Ads Budget

Now you have an ad campaign ready to go up and running, you just need to properly set up its budget. For testing our Google display network ads campaign for the photography business, we are going to put 1 pound as a budget for this campaign.

Not to mention, there are two major options which you can choose to set up a Google Ads budget. One is to put a budget for each campaign, and the other is to set a shared budget. When you choose a shared budget option, you basically allow Google to manage which one gets how much budget.

This does not mean that if you have put a shared budget of 100 Pounds in a day, and you have five campaigns running— each campaign is going to take 20 pounds from that budget. Instead, what will happen is the one getting more clicks will eat more of the budget and is going to be preferred. This might even deprive others of the opportunity to flourish.

Pros And Cons Of A Shared Budget

There are several pros and cons when setting up a shared budget. If your budget is very tight, then it’s better to have a shared budget for your ad campaigns. It will allow you to work on other factors while Google manages your money.

But in case you have a nice and big budget, you can set an individual budget for each campaign and then analyse each one separately. This will give you more control over your Google display network campaigns.

For our test ad campaign, we will be using an individual budget. But, you may select shared, depending on your preference.

Selecting The Best Bid Strategy

Google Ads Bid Strategy

The best option is to select “maximize conversions”. In the old days, we used to select manual CPC. But, in recent times, Google and AI have advanced so much that we no longer need to worry about these little things. Google will do all that needs to be done in order to produce maximum conversions.

Selecting The Target Audience

Google Ads Target Audience

Now we need to set a specific target audience to whom we wish to show our ads. So, there are certain ways we can target our ads. We can have several options for this, such as segmenting the audiences, demographics, keywords, topics or placements. Google has pre-built audiences and we can select various target audiences or keywords, depending on our choice.

For example, as we are promoting a wedding photographer business, we are given a few options such as 

  • Bridal wear
  • Wedding rings
  • Engagement rings
  • Wedding planning
  • Pre-wedding photography
  • Local photographers

All of these options are ideal and all or any one of these can be selected. But, the best practice is to select only the most relevant, and then try other options in other campaigns so we know which is working the best. 

Putting all the keywords in the same campaign is not beneficial. Why? It is due to the fact that your ad will be shown to the more irrelevant general public who might not be interested in your business. 

For our Google display network test campaign, we have only selected the most relevant keyword that is wedding planning. So, you need to remember that in lead generation, specific is better and quality leads are superior to quantity.

Using Optimized Targeting

Optimized targeting can serve as a filter. It will analyse and then optimize which things work and which don’t. If you don’t know a lot about optimized targeting, it is better to give it a shot. Now see if it works, then continue using this technique.

Creating Responsive Display Ads

Google Ads Responsive Display Ads

Now, the majority of the technical details are done and it’s time to create the actual ad which will be displayed on the web pages. Now, you need to start writing the heading. At this stage, we are given the option to write up to five headings. So, we will write short and precise headings. For example, for the wedding photographer business, we can write headings such as wedding photographers, Lisa lander photography, get more information and hire a photographer.

Pro Tip: You should write some details about your business in the long heading. Google ads will present some pre-written automated descriptions and you can read that to check if it’s alright or add some more details to make it perfect.

For heading, you’ve got 90 characters, so use them all to make a nice and sweet description for your ad. What’s next? You now need to add a business name. After this, you can see two green ticks in the Ad strength at the top right corner of your screen. 

Adding Images And Videos To The Ad

Now the description part is done and we are left with the addition of images and videos. 

Click on the blue “+ image and logos” button.

Since we had already linked the wedding photography business, we can select images and videos from there and optimize their size according to our preference.

We have two sizes given; rectangle and square and we can frame our image using the grid lines. It’s better to add at least 5 or 6 images and one video for best results.

Finally, here comes the time for the videos. For this, you can add portrait or landscape video, and it’s best to use an image for around 30 seconds.

Responsive Display Ads

Now, Google will manage everything in the ad such as the headline images and the description, depending on the size of the ad. So, you don’t need to be an expert designer, as google will manage and mix the headlines, photos and video to see which one works the best in terms of conversions. 

This amazing feature makes the whole process a lot easier for the user. You just have to sit back and look at the results without having to get involved in it too much.

Finally, you can see how the ad will look on a mobile device or a computer once it is published. This is a really cool feature as it allows you to see and then make the required changes.

Call To Action (CTA)

Now you need to set up the call-to-action button. You have various options to select from, and you may choose the one which fits your requirements perfectly. 

Best examples: contact us, book now, orders now, get a quote and sign up etc. 

For our Google display network ads campaign for a wedding photography business, we have selected the contact us button for now.

Custom Colours

It is the option that allows you to select custom colours that resonate with your brand. Once you are done with all of this, you can see your ad strength. If your ad strength is max, this means that you have given all the required information that google requires.

Campaign Review

Once you are done with everything explained above, you should have a quick look to see everything is complete in the way you want it to be. Now, just press the publish button and boom!

Your campaign will now be checked and then will start running.

How To Duplicate Ad Group

To notice which things are working for your business and which are not—you need to duplicate Ad group. To do this, you will need to go to the ad group level, then select and rename the campaign with the audience that you had earlier selected. For example, the audience, in our case, was the wedding planner and you will rename it accordingly, then save it.

Step 1- Now the first step is to create a copy of the Google display network ad campaign

Step 2- Select the add group click on “edit” to create a copy.

Step 3- Click on the same menu and then paste it. Now, you will get two ad campaigns.

Step 4- Edit the second campaign’s name and also edit the audience. You should select a different audience. For example, we have selected the target audience: wedding ring or engagement.

Step 5- Now just repeat this step and keep adding different target audiences in each ad campaign. Name them the same as their target audience. In this way, you can easily manage multiple ad campaigns.

Note:

You can create multiple copies but it’s better to get the first one approved and then create copies with different keywords and the same basic information. This will save your time and energy. 

You can also set specific target demographics. For example, for a wedding photography campaign, our ideal audience is females from the age 25-40. Here, we may exclude men and also people under the age of 24 from the target audience.

Success is a long and tiring road that not many can travel.

Placements

Placements are the locations where your ad may show at. For example, if you want, you can tell Google to place your ad on certain websites. In this way, you will bid for a place at that website’s ad seat. What’s best? If you click on an ad, you can check the advertisers behind it.

Not to mention, websites and blogs over Google use ads to generate revenue. The bigger the website, the more money they charge for an ad to be placed there. If you think you can generate more revenue by having your ad displayed on a particular site, you can bid more for that website. By doing this, you may win the bid. It is all based on your business calculations. 

Conclusion

Setting a unique and personalized campaign is important for generating quality leads and thus producing sales. It may look like a tough task— but— it is worth it. So, your invested time will generate sweet revenue in return.

With that said, our complete guide on how to create a Google display network campaign comes to an end. We have presented all the major questions you may be asked in Google’s display network ad campaign. 

We also have discussed why Google display ads are different from Google search ads and how they are important. We hope you enjoyed this article and let us know if you have any queries about your Google display network ad campaign. 

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About Uzair Kharawala
Uzair Kharawala is the Co-Founder at SF Digital. He is a Certified Google Partner, is a Cricket fanatic and loves Photography.
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