What Is Google Display Network And How Do You Create An Optimized Display Campaign?

Google Ads is a robust online advertising platform that offers a variety of options and advertising services to marketers. One of the most popular ad networks is the Google Display Network (GDN).

Next to Google’s Search Network, the Display Network is the next place marketers go when learning how to conduct themselves in the online advertising world. Some Google Ads users even start their online advertising journey with the GDN.

That said, there is a lot to learn about the Google Display Network and pay-per-click marketing in general. The “pay” component worries novice marketers and makes entering the online advertising game a very intimidating prospect. It’s easy to waste your valuable ad budget while just trying to grasp the basics!

This discussion will demystify the GDN for new Google Ads users. Not only will the common questions regarding the Display Network be answered, like what even is the GDN and how does it work, but this article will also explore effective strategies and must-know info to help PPC marketers get the most out of their display ad budget.

There is a lot to unpack here!

What Is The Google Display Network?

When people think about Google Ads, the first thing that comes to mind is search ads. That’s because these are immediately recognized as Google ad messages. Ads published through the Google Display Network, however, are less obviously connected to Google Ads. That’s because these ads appear on over 2 million websites across the Internet.

Your customers visit some of these websites during their daily Internet routines. Sites like Gmail and YouTube are some of the most popular locations on the Internet and significant parts of the Google Display Network.

Compared to the Google Search Network, the GDN also has an entirely new host of targeting options and tools to zero in on that perfect audience. Not to mention, many of the display ad formats produce large, visual messages that are generally more engaging than simple, text-based ads.

How Does It Work?

With an extensive repertoire of targeting and audience segmentation options, the Google Display Network helps you find your ideal customers. Then, it looks through its directory of website partners to find places across the Internet where people that fit your customer profile gather.

For example, if your audience is stay-at-home moms, the GDN will try and connect your ad messages to DIY (Do it yourself) home sites, parenting blogs, homework help websites, etc. These are places that Google has determined are frequented by your audience.

This determination is made based on complex algorithms that look at volumes of data and user cookies. This cookie data signals to the Google Display Network where an Internet user has visited on the web. From this data, Google can derive certain information about what that individual likes and doesn’t like. This allows advertisers to find customers with interests that resonate with their products, services and company.

You can even target cookie data from your own pages to remarket to past clients!

Where does the GDN get their directory of websites? Site owners sign up to be an advertising partner with Google through the AdSense program. This grants Google permission to publish ads on these sites in return for money.

What Are The Different Formats Of Display Ads?

With search ads, marketers don’t have many options when it comes to the type of ad customers see. On the Google Display Network, however, the opposite is true. There are several different options available!

Text Ads: This is the most straightforward ad format. It consists of a few lines of text, a headline and a URL link. If you’ve used search ads in the past, then you’re used to using text ads.

Image Ads: If you want to create ads with more visual appeal, image ads are the option. These ads come in many different shapes and sizes, from simple banners, to squares and even large skyscraper ads! Even you can use HTML5 to make some animation in the ad and upload in the image ad well.

Video Ads: By taking the visual aspect of image ads and raising it to a whole new level, video ads are extremely engaging and can pack a ton of information into a short time frame. With the popularity of YouTube, videos are becoming increasingly effective.

Dynamic Search Ads: Using content straight from your own website, Dynamic Search Ads try to match the perfect ad to each unique ad impression.

Rich Media Ads: By attaching animation to the already successful combo of text and images, rich media ads supply another layer of engagement to an ad type that is already proven successful.

Responsive Display Ads: This is default format for display network. Using sophisticated algorithms, Responsive Display Ads use ad assets you’ve submitted (images, headlines, logos, etc.) to publish the best ad possible based on performance metrics. These ads will even blend into the host site’s structure to create a more natural feel that doesn’t feel like a spam ad message.

Engagement Ads: Run engaging image and video ads on YouTube and across the Display Network, which allows advertisers to bid and pay only if a user has engaged with their ads. Google defines “engagement” as a user mouse over the ad for more than two seconds. This delay eliminates accidental interactions which could be charged on this pricing model

Gmail Ads: Google’s Gmail email service is one of the most popular in the world. It is used by both businesses and consumers alike, which makes it a valuable marketing channel for any advertiser. Now, you can publish and show expandable ads on the top tabs of people’s inboxes.

Are Display Campaigns Just For Brand Awareness?

Campaigns on the Display Network are often used for brand awareness because of the visual component. Even if an individual doesn’t click the ad, they’ve still seen it, which means they’ve visually engaged with the content. Thus, it is easier for them to recall the brand later on.

That said, don’t be misled into thinking that display ads are only for brand awareness. The GDN can also help you achieve your conversion goals!

As mentioned, there are many different formats of display ad available to marketers. While some of these formats are better at stimulating brand awareness, other forms, like Gmail Ads and video ads, can directly (and substantially) impact your conversion goals!

How To Setup A Google Display Campaign

Newcomers to Google Ads shouldn’t stress about setting up a campaign on the Google Display Network. Google is known for making any setup process as painless and intuitive as possible.

The campaign builder will help you through each step, as well as give you recommended settings based on the information you’ve supplied. This allows you to choose the options best suited for your goals, budget and other needs.

Just in case you find a particular step unclear or you get stuck, here are all the steps to create your first display campaign explained in greater detail.

Starting A Google Display Campaign

To create your very first Google Display Campaign, log into your Google Ads account. If you need to create a Google Ads account, be sure that you have a business name and other general information on hand.

From the main Google Ads dashboard, press the large, blue “+” icon and press “New Campaign.” This will launch the campaign setup process.

 

Choose A Goal

Once you select to start a new campaign, Google will ask what your advertising goal is. There are different options to choose like:

1. Sales: If your ads are directly connected to sales, this is your ideal goal.
2. Leads: Need to acquire new clients and grow revenue? This is your best option.
3. Website Traffic: You want to drive more people to your website and landing pages with this goal.
4. Product and Brand Consideration: The goal is to educate users on your products and encourage them to explore exactly what you offer.
5. Brand Awareness and Reach: Your goal is to put ad messages in front of lots of audiences and grow your brand awareness.
6. Promote Your App: If you have an app you want to promote, then this is your best choice.
7. Without goal guidance: you can proceed with general settings.

However, Google will recommend certain options in the setup process based on what goal you’ve selected. For example, if you choose a brand awareness goal, Google will recommend targeting options, ad types and so on that maximize impressions and thereby increase your brand’s reach and awareness. Let’s take a scenario where you want to bring traffic for your jeans business. So select “Website Traffic” in this case.

Once you choose your goal, you can select to start a Display Campaign.

 

Choosing A Campaign Subtype

Your campaign subtype is an important decision because it can’t be reversed or changed later. You have three options.

Standard Display Campaign: This is a regular display campaign that gives the advertisers full control and minimal automation options. It is the most recommended option, especially for new accounts that don’t have access to Smart Display Campaigns.

Smart Display Campaigns: If you want more control over you campaign and its performance settings then this option is not for you, with Smart Display Campaigns, many optimization, bidding and targeting options are handled automatically. While this limits your control, it will save time. If you want to attract new customers beyond your manual efforts, a smart campaign is a good, alternative option that is worth exploring. Moreover smart campaign requires historical data to perform best so it is better you first time go with standard campaign , once you have enough conversions and historical data in place then you can move to smart campaign.

Gmail Ads: If the prospect of advertising in people’s Gmail inboxes sounded appealing, this is the obvious choice. Gmail Ads are a non-intrusive way to market to potential customers through their email.

Name Your Campaign

Next, you’ll be asked to name your campaign. It’s a tiny step, but be sure to call your campaign something that tells you about the goal or focus of it.

You want to avoid generic names like “Display 1” because you won’t readily be able to tell what the purpose of that campaign is. Instead, a name like “Jeans Display Campaign” gives you much more insight into the campaign’s objective.

This will keep your account much more organized, especially as you create more and more campaigns in the future.

Select A Location

Where do you want your ads to display? By default, Google will set the reach of your campaigns to the entire United States. However, you may only want to advertise to a specific region. You may even want to broadcast only in your immediate area! If your company operates globally, you can also expand your reach to countries outside the US.

Google gives marketers the chance to refine their location targeting with four options:

You can further improve the physical location with additional targeting options that may help you increase profits.

Although Google recommended this “People in, who show interest in, your targeted location”.  But this will include all those people who are not actually living in your target location. By going with this option you might have a lot traffic but chances they are not worthy enough to be converted in longer run.

For a better optimized campaign, you should go with the second selection “People in, or regularly in your targeted locations” this will sharply target the physically available audience.

Alternatively, you can choose to only advertise to people with interest in the area and not based on their actual location. Tourism companies do well with this selection.

It’s worth spending some time talking about location exclusions. These are areas that you tell Google to avoid when publishing your ad messages. You may exclude an area solely for not being relevant or because it is causing you too much money without resulting in any conversions.

Again, you have the option to exclude based only on location, or by interest and location.

 

Setting Language

Similar to location, you can also target by language. Google determines a user’s language based on their settings, as well as the language of the website they are on. By default, your ads will only appear in front of users with English settings. If your company serves clients of other languages, you’ll want to edit this setting.

 

Select A Bidding Option

Your bidding selections have a significant impact on your campaigns. And, there are several bidding options to choose from that all serve distinct needs, which only makes matters more stressful for marketers.

Google does its best to work you through this section. Google will even recommend a bidding strategy based on your campaign goal. However, given the importance of this choice, it is crucial to look at all of the options available and what each brings to the table. By default Google will recommend “Conversions” but as in our case we are focusing on website traffic, it will be better to go with Maximize Click. To select that you have to click on “ or, select a bid strategy directly (not recommended) ”

 

There are different bid strategies available for Display Campaign but which one to select it depends on the goal you have selected for your campaign. Here you can have idea about all of them.

Manual Cost-Per-Click (CPC) Bidding: In the early days of Google Ads, manual CPC bidding was the only option. For new PPC accounts, you need to acquire some conversions with manual bidding before you’re allowed to use smart bidding strategies.

Enhanced CPC: Under manual bidding is enhanced cost-per-click, which will sometimes adjust your bids slightly if you are just out of reach of placing an ad for an auction that Google thinks will likely result in a conversion.

Target Cost Per Action (CPA): This bidding strategy considers how much you would like to spend on a conversion action and then tries to maximize the number of conversions near that amount.

Target Return On Ad Spend: A smart bidding strategy that focused on maximizing conversion value to achieve a specific return on your ad spend.

Viewable Cost Per Thousand Impressions (CPM): If brand awareness through ad impressions is your goal, this is your ideal bidding strategy.

Maximize Clicks: When you want to generate website traffic, maximizing your clicks is the answer. You’ll get as many clicks as possible within your budget.

Cost-Per-Engagement: Bid when users engage with your ads, like hovering, clicking or otherwise tapping on the content.

To effectively use many of these bidding strategies, especially conversion-based ones, it is crucial that you set up conversion tracking correctly and understand what your conversion value is.

Determine Your Budget

It can be uncomfortable thinking about the prospect of ad spend already. After all, you haven’t even created your ad yet! The good news is that you can always revise your daily or monthly ad budget.

Daily Budget: Your daily budget is a flexible amount. It’s an average that you would like to spend in a day. And as an average, you won’t always hit that number exactly. With a smart bidding strategy, some days you may pay even twice your daily budget, if Google’s algorithm detects that this will result in positive engagement.

Monthly Budget: While Google will play with your daily budget and spend more, or even less, than your average target, your monthly budget is set in stone. So, before you panic at the idea of Google spending twice your budget, know that, at the close of the month, you’ll never exceed that ceiling. When over-delivery happens, your total daily cost could be up to 2 times your average daily budget.

For example, – Let’s say you set your budget at $10 a day and average monthly days are 30.4 days. Over the course of the month, you notice that your charges vary. Some days you’re charged $10, on others may be charged $20. But at the end of the month, your charges won’t exceed $304 so even though your campaign costs tipped above and fell below your $10 budget from day to day, at the end of the month, you’re still charged no more than what you budgeted.

Total Budget: You can also set a complete budget for your ad campaign. This is great for short-term, offer-specific campaigns. Currently, you can only set a total budget for video campaigns that have a set start and end time.

After you’ve set your budget, be sure to press the “Additional Settings” drop-down to see the extra options detailed below.

 

Rotating Your Ads

Your ad rotation controls how often different ad messages appear relative to the rest. Most Google Ads users choose “Optimize: Prefer best performing ads.” This option uses Google’s sophisticated algorithm to analyze past performance and find clues as to which ad message will perform best based on each ad impression. You can also optimize strictly based on which ad Google thinks will be most likely to convert.

 

Scheduling Your Ads

The ad schedule determines when throughout the day your ads will run. By default, your ads will always run (so long as you have a remaining budget). However, you may want your ads to only appear during your business hours. Or, when customers are most active on the Internet.

Often, marketers neglect to think about their ad schedule, which can spell disaster on your budget and optimization. You may be burning through your ad budget during off-hours, which doesn’t leave room for advertising at other points throughout the day.

Instead, you want to schedule your ads for times that provide the best returns. After your campaigns are running for a while, you may want to revise your ad schedule and choose the times that offer the maximum results.

Set A Start And End Date

When do you want your Google Display Campaign to start? And, is there a specific date you want it to end? By default, your campaigns run indefinitely with no end date. For general ad campaigns, this is ideal. However, if you’re advertising a limited-time offer, then you don’t want the ads to continue running once the promotion ends.

 

Choosing Device Types

With Display Campaigns, you can specify targeting by device type. For example, you can select to only show ads on mobile devices, instead of desktop, or vice versa.

Why not select all devices? Some ads on the GDN will load differently, depending on device type because of the varying screen sizes. You’ve probably experienced this in your own Internet travels, where a website, image or other asset looks beautiful on a computer, but doesn’t function properly on your smartphone or tablet.

To avoid this, some marketers create mobile- and desktop-specific campaigns to ensure that their message is always delivered and presented correctly.

You can further refine device targeting by the operating system, model and network type. These are essential settings for software companies that need people with specific devices or operating systems to work.

 

Network type can also be used to distinguish people on-the-go (using a cellular network) and people at home (using WiFi).

Do you know you can exclude mobile app categories from display campaign? And it is important you should exclude some because there are certain categories which really don’t require your advertisement to be shown as they might not be relevant to your ads and will kill your budget. So once you created the campaign you can follow the following steps to exclude the categories.

Steps to Exclude all Mobile Apps Categories from Display Campaign

1. Select your Display Campaign.
2. Click Placements from menu.
3. Click Exclusions from Tab.
4. Click on blue button.
5. Click on Exclude placements menu option.
6. “Add placement exclusion option is selected.
7. Select campaign is shown. You can change level (Account, Campaign and Ad Group). You can change your campaign in case of campaign level.
8. Expand “App categories (141) almost 141 categories listed.
9. iPhone Android and Window Phone categories are available to expand each option.
10. Checkmark each checkbox.
11. Click on the “Save button” to save this setting.

We do this for one campaign only. If we have to do the same for multiple selected campaigns then it could be time taking in this case we can use “Google Ads Editor”.

Steps to Exclude all Mobile Apps Categories using Google Ads Editor

1. Log in to “Google Ads Editor”
2. Select your campaign from your account.
3. Select “Mobile app categories, Negative from the “Manage” menu.
4. Click on “+ Add negative mobile app category” and click on “Campaign-level negative mobile app category”.
5. Select “All Apps” from the window and click on “Ok”.
6. Now click on the “Post” button to move this change into your select campaign.

 

 

Steps to Exclude Individual Mobile App

1. Sign in to your Google Ads Account.
2. From the menu on the left, select Placements.
3. In the menu bar above, click the Exclusions tab.
4. Click on the blue pencil icon.
5. Select Add placement exclusion.
6. Under “Exclude from,” select Campaign.
7. Click Select a campaign and select the campaign you’d like to exclude apps from.
8. Click Enter multiple placements.

To Exclude iPhone Apps:

Find the iTunes ID for the app you want to exclude. The iTunes ID appears at the end of the app’s iTunes URL. For instance, the ID in red is the “MechaHamster” app’s iTunes ID:https://itunes.apple.com/us/app/mechahamster/id1286046770.

Enter “mobileapp::1-” followed by the iTunes ID. For example, if you want to add the “MechaHamster” app as a placement exclusion, enter mobileapp::1-1286046770

To Exclude Android Apps:

In the Google Play Store, find the app you want to exclude, and then copy the app’s package name (the last part of the URL after “id=”). For example, for the app “MechaHamster,” copy the section of the URL that appears in red below:https://play.google.com/store/apps/details?id=com.google.fpl.mechahamster.

In the field for entering placements in Google Ads, enter “mobileapp::2-” and paste the URL you just copied. Using the example from the previous step, the exclusion for the app “MechaHamster” would look like this:
mobileapp::2-com.google.fpl.mechahamster

 

What Is Frequency Capping?

Despite all your best efforts— amazing ad copy, precise audience targeting, etc. —some potential customers just aren’t going to be interested in converting. Frequency capping limits how many times a single person can see your ad.

Not only can this help reduce spend, especially for Display Campaigns using impression-based bidding, but it can also minimize ad fatigue. Ad fatigue occurs when the same user sees an ad message over and over again. When this happens, your ads stop feeling like simple advertisements and start to become spam.

The default option is to “Let Google Ads optimize how often your ads show.” If you select this option Google will even detect when a user keeps interacting but isn’t converting.

You can select “Set a limit” when you set the frequency cap,

you set a limit for the number of impressions you will allow an individual user to have on the ad, ad group or campaign per day, week, month, or any combination. It is observed that frequency capping set as 2-5 per day is more appropriate but it also depends on campaign goal if it is brand awareness it can be increased. Once you set then see the progress of the campaign and check metrics like CTR, CPA or CPC then increase or decrease it accordingly.

Campaign URL Tracking Options To Choose From

Google does a great job of tracking your ad efforts across all networks. But, what if you want to analyze your Google Ads traffic with a third-party analytics program? Then, you need your site to properly track traffic and where all these clicks are coming from! Thus, you need to edit your URLs to include tracking information.

There are three URL options offered:

Tracking Template: This is where you add your tracking information. So, when your ad is clicked, the information will be logged. The guest will still be brought to your target URL and landing page, but your tracking template will load in the background. Tracking templates can be applied at the ad group, campaign or account level and will be used accordingly.

Final URL Suffix: This tag will appear at the end of your landing page URL to track information.

Custom Parameter: URL parameters are a sophisticated tracking method that adds to the URL of your tracking template or final URL.

What Are Dynamic Ads?

Dynamic ads are helpful if you are advertising a variety of different products. You need to enter a data feed, which is essentially an organized table of your products and their various attributes. A data feed allows Google to digest all of your product data at once.

By uploading your data feed of products to Google, Dynamic Ads will provide the best possible selection of products to each unique user.

Including And Excluding Conversion Actions

Some conversion actions are more valuable than others. You may not want to include every activity in your account-level conversions report. Instead, you may want to tell Google Ads what actions should be included and excluded.

The default setting is to include all actions, which is fine for most marketers and campaigns.

 

Setting Content Exclusions

While a website may target the same audience and is an attractive advertising opportunity, the content on the site may not mesh with your brand image. In other words, you may not want your brand name to appear next to certain websites because of their content. Content exclusions allow you to opt-out of showing your ads on these sites.

 

Structuring And Naming Your Ad Groups

Next, Google will introduce ad groups to you. If you’re unfamiliar, ad groups are designed to allow marketers to separate their campaigns into smaller parts or themes. Ad groups help you create more ad messages for each campaign and keep the content of those messages relevant and on-theme.

Similar to your campaign names, you want to name every ad group with a specific name that shows insight into what the purpose or theme of that group is because it keeps your campaign structure organized.

You can always revisit and edit your ad group structure later. So, don’t worry about spending too much time on this section.

Time To Setup Targeting!

Targeting is an integral part of successful online advertising. Not only does targeting help you find the right audience, but also at the right time and place, which makes your ad messages even more successful.

Google will suggest you automate targeting because this will deliver the right audience to your messages with minimal effort or fuss.

You can also refine further through multiple options by manual targeting.

Audience Search: This option allows you to select categories and traits that describe your ideal audience.

Audience Idea: Next, you want to tell Google what sort of interests these individuals have. For example, an active wear company intends to target people that are interested in health and fitness.

Browse Audience: Aside from audience interests, you can target based on what people are searching for and how they are interacting with your business.

Finally, Google will ask for the specific demographics of your audience (gender, age, parental status, household income)

 

Content Keyword Targeting

As an alternative strategy, Display Campaigns allow you to target based on the content on websites. Instead of thinking about who will see your ads, this tactic focuses on where your ads will appear and how these places will mesh with your brand, ad messaging and customers.

With content targeting, you enter keywords that help summarize your business and its products. Then, Google looks for websites that use those same keywords in their content. For example, a fashion company would add content keywords regarding different fashion styles, jeans, summer wear, jewelry and so on.

These keywords are different from those that you target on the search network. You’re not worried about search volume or broad versus exact match. Instead, you just want words that are relevant to your company, its products and your ad messages.

Custom Intent Audiences

Google is putting a stronger emphasis on custom intent audiences. This feature raises keyword targeting to another level by measuring audience signals that demonstrate their intent. The concept of intent is vital for advertising because it dictates how likely someone is to convert or not. Audiences with specific intent are much more valuable and are in-market for your product or service.

Topic Targeting

To add another layer to your audience targeting with the Display Network, you can explore topic targeting. Topic targeting can complement your keywords to find a more specific audience. For example, if you sell jeans, your keywords can be focused on jeans, but your topic targeting may be centered on men’s lifestyle.

Thus, your products will appear next to content about jeans, on sites where the topic of men’s lifestyle is common.

Topic targeting is helpful if you have a flexible budget and you want to try and maximize your brand awareness in relevant audience segments.

 

Placement Targeting

Placement targeting allows you to place ads on specific websites in the Google Display Network. All you need to do is enter your business type and Google will return a list of websites relevant to that category within their network.

Your ads won’t appear on placements that you haven’t explicitly targeted.

Choose the actual sites you want to appear on. This is great if you’re concerned about what content your brand appears beside, but it might not help you expand to new audiences if your selections are very narrow.

The Placement URL report will show you exactly what pages on any site your ads were shown on (with may be a 1-2 day delay) and how they performed. You want to manage these placements and ensure that they are performing adequately and regularly appearing above the fold.

Managing your placement targeting also means choosing which sites, channels and apps to exclude. This may be due to poor performance or that these placements don’t connect with your brand. For exclusion list you must have already created list for this.

 

Once your ad is running after that you can tweak your placements by analyzing it from here

By using Google Analytics -> Acquisition -> All Traffic -> Referrals (Source column) gives you information from which placements you are getting traffic on your web site.

You can get list from this source and filter the include and exclude placement list.

Set Targeting Expansion

The last consideration when selecting targeting options is the targeting expansion slider. You can skip this feature now, but it will be valuable later, once your campaigns start rolling and you have acquired some conversions and data.

Increasing or decreasing the slider will drive more reach and conversions within the same cost per action range. A lot of marketers use this tool to maximize their budget usage towards the end of a billing cycle.

As you move the slider, Google will estimate your weekly impressions based on the position.

Creating Your First Ad On The Google Display Network

With all of your campaign options chosen, settings optimized and audience targeting selected, it is (finally) time to create your first Display Network ad.

 

You can learn about different google ads format here.

Display Ad Components

There are a few must-have ad components that form the basis of any online advertising message. If you’ve already created ad messages for the Google Search Network, then you are already familiar with some of these ad parts.

Images: For display ads, you can attach at least two images that share details about your company or the products/services you are advertising.

Videos: Some display ad formats allow marketers to also ad video content to their ads. You also can upload an image with each video that acts as the thumbnail.

Headline: Headlines are like titles for your ad. With 30 characters max, you don’t have a lot of room, so use this space wisely! You can enter up to 5 headlines.

Long Headline: A longer headline that can be up to 90 characters and adds more detail about the company, product or service being advertised. Max 1 long headline.

Description: The description adds to the headline and invites people to take action. It can be up to 90 characters, and may appear after the (short or long) headline.

Business name. This is the name of your business or brand.

Advanced URL Options: As mentioned earlier, this is where you enter or edit your tracking template information.

More Options: This dropdown menu includes options to use different colors in your headings and call to actions and other small ways to make your ads stand out and look more appealing.

Once you’ve submitted each piece of your ad, you can choose a primary ad format type.

 

Image Ads

Visual ads are great at engaging the eyes of customers. They are far more compelling and noticeable than most text-based formats. Thus, if you want to build brand awareness or your company has really stellar visuals, then image ads are the ultimate option.

Image ads are also incredibly versatile because they come in so many shapes and sizes. They can fit almost any space on a website! Here are just some of the many ad sizes available to marketers.

• Vertical rectangle: 240 x 400 (pixels)
• Large rectangle: 336 x 280
• Inline rectangle: 300 x 250
• Square: 250 x 250
• Small square: 200 x 200
• Banner: 468 x 60
• Leaderboard 728 x 90
• Large leaderboard: 970 x 90
• Skyscrape: 120 x 600
• Wide skyscraper: 160 x 600
• Half-page 300 x 600
• Billboard: 970 x 250
• Mobile leaderboard: 320 x 50
• Large mobile banner: 320 x 100

 

 

Text Ads

While not as visually appealing as image or video ads, text ads are incredibly easy to create and can still get the job done. Text ads are also less disruptive. Viewers won’t feel that their Internet browsing is interrupted by your ad message. This can help preserve your brand reputation with customers and prospects.

 

Native Ads

Ads can be helpful marketing messages that prod prospects towards purchasing or otherwise converting. However, they can also come across as disruptive spam if they are too large or in the way of the person’s normal browsing activities. This can kill a relationship with a person before it’s even started.

Native ads aim to remedy the sometimes disruptive nature of ads by adapting them to look and feel like the website that they are being placed on. This allows each ad message to blend in with the content on the page. Thus, the ads come across as a more natural offer, instead of a cold advertisement.

So far your ad is ready and can be published. But there are two more features available which you must have idea:

Reaching More People:

You can create different versions of your ad. 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.

Ad Strength:

The Ad strength which will act as a barometer will score the selected image and copy choices from poor to excellent which will be based on headlines, descriptions, and other visual assets which are foundations of effective ad combinations. You can also see the ideas suggested under this section.

Wrapping Up: Confirming Your Campaign

Once you’re happy with your selected ad message, it’s time to review your campaign details before pressing the final ‘OK.’

Congratulations, you just finished creating your first campaign on the Google Display Network!

Don’t be afraid to pat yourself on the back, but don’t spend too much time at it because you’re about to enter the second phase of online advertising!

Now that your campaign is set up and your display ads will soon be popping up on the screens of your target audience, you’ll begin to build volumes of valuable data and metrics. Now is the time to monitor these figures and find creative ways to boost performance and unlock even greater returns!

Good luck!