Google Ads Display

With Google Display ads as your advertising ally, you can reach over 90% of global internet users across more than three million apps and websites. This kind of reach allows you to learn about consumer behavior, identify valuable audiences, and engage with those audiences quickly and often.

What's the value of Google Display ads?

• Powerful intent signals: Google harnesses best-in-class intent signals to place ads against the most relevant content, driving your marketing results.
• Massive scale: Run your ads and connect with your audience through Gmail, YouTube, and millions of other websites.
• Measurable performance: Maximize results with Google Display ads' measurable performance.
• Easy campaign set-up: Once you indicate your marketing objective, Google Display ads will bring you the features and options that are relevant to what you want to accomplish.

There are two campaign types for you to choose from

• Smart Display campaign
• Standard Display campaign

What's a Smart Display campaign?

Smart Display campaigns are a campaign type that uses full automation. It bundles together all the pillars of successful Display campaigns and accesses the best of Google’s machine learning capabilities to optimize and automate nearly all aspects of your Display campaigns. You provide a few inputs: what your ads will say, images you want to use, daily budget, and cost-per-acquisition (CPA) performance targets. Google will mix and match your ads at scale.

Who should run Smart Display campaigns?

• Are new to display advertising and want a fast and highly performing campaign
• Have limited display advertising to remarketing but now want to reach people earlier in the buying process
• Want to attract additional customers beyond your manually targeted campaigns or simplify your existing campaign structure 

What's a Standard Display campaign?

If you’re looking for full control over all aspects of your Display campaign, then a Standard Display campaign is right for you. You can manually select your targeting, bidding, and ad formats.

1. Targeting

When building your first Display campaign, there are three marketing objectives you'll be able to choose from:

• Build awareness: Increase how well people know your brand.
• Influence consideration: Encourage people to explore your products or services.
• Drive action: Get sales or leads by motivating people to take action.

2. Bidding

It’s important to choose a bid strategy that reflects your marketing objectives. There are four main bid strategies you'll be able to choose from when you use Smart Bidding:

• Enhanced CPC: Automatically adjusts your manual bid up or down based on each click’s likelihood to result in a conversion
• Maximize Conversions: Drive as much conversion volume as possible within your budget
• Target CPA: Automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal
• Target ROAS: Automatically sets bids to help get as much conversion value as possible at the target return on ad spend you set

3. Ad Formats

Display ads can help you promote your business when people are browsing online, watching YouTube videos, checking Gmail, or using mobile devices and apps.

With Google Display ads, you can take an approach that enables greater efficiency or greater creative control. 

a)  Responsive Display Ads: Responsive Display Ads give you the ability to upload your own assets and create ads that serve in all ad slot sizes, into both native and non-native inventory. Simply upload your assets (images, videos, headlines, logos, and descriptions), and Google will automatically create ads. They're built for performance, reach, and scale.

Key benefits:

• Automation: When you create a Responsive Display Ad by uploading different assets into Google Ads, 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.
• Reach: Multiple assets can be uploaded per asset type, such as headlines, logos, images, and videos. The ads that Google assembles automatically adjust their size, appearance, and format to fit just about any native or non-native ad slot. 
• Simplicity: By using Responsive Display Ads, you can reduce your overhead for managing ad portfolios within ad groups and campaigns and dedicate more time to performance improvement.

b) Uploaded ads: Uploaded ads offer greater control over the way your ads look and feel. You build your own ads outside of Google Ads and simply upload them to your Display campaign.

Uploaded ads Types:

- Image ads: Created outside of Google Ads (in Google Web Designer, for example), image ads are uploadable as a .zip file into Google Ads. Image ads only run in banner-eligible slots, which has limited scale relative to Responsive Display Ads.

Key Benefit

• Complete creative control: You can develop these ads yourself using templates to decide how best to combine your different images, text, and logos.

- AMPHTML ads: AMPHTML ads enable marketers, publishers, and technology providers to deliver faster, and more secure ad experiences across all platforms by applying the principles of AMP to building and serving ads.

Key Benefits

• Faster ads drive better performance: AMPHTML ads are 6x faster than regular ads on AMP pages, making them more viewable, more effective, and more likely to perform well.
• Lighter ads can lead to better ad experiences: AMPHTML ads are 3x lighter in load and rendering than regular ads which may result in users having a more positive experience with your brand. 
• Safer ads build trust in your brand: AMPHTML ads need validation before they’re served, reducing the risk of malware and building trust in the brands users are engaging with.

Reach Users on Google Display Ads

You can use targeting to direct your campaign’s ads to the people you want to reach most. Simply choose the targeting option that aligns to your campaign goal and Google Display ads will work to get your ad in front of the right people, in the right place, at the right time.

Three main marketing objectives through her Google Display ads campaigns:

1. Build awareness: When you want to reach a broad audience and maximize your brand exposure, we recommend selecting build awareness as your Display campaign marketing objective. 

Let’s take a look at the Google Display ads targeting options available that will help her build awareness:

• Demographic targeting: Demographic targeting enables you to show ads to users based on a combination of declared and inferred data. You can target based on age, gender, and parental status. 
• Affinity audiences: With Affinity audiences, you can reach TV-like audiences based on a holistic picture of their lifestyles, interests, and passions. Choose from over 100 segments based on online behavior. Google’s best-in-class algorithm distinguishes these users that are truly passionate about a topic rather than those that are merely interested.
• Custom Affinity audiences: If one of the 100+ off-the-shelf Affinity audiences doesn’t meet your needs, create your own with Custom Affinity audiences. This feature allows you to define and target custom-made audiences, giving you substantive reach against niche groups of users.

2. Influence consideration: When you want to engage with users that are actively researching products or services, we recommend selecting influence consideration as your Display campaign marketing objective.

Let’s take a look at the Google Display ads targeting options available that will help her influence consideration:

• In-Market audiences: Reach potential customers while they're actively browsing, researching, or comparing the types of products you sell and are close to a conversion. Connect with those most interested in what you have to offer, using precise segments that classify users based on their demonstrated in-market behavior and purchase intent.
• Custom Intent audiences: If you want to create a tailored audience that isn't covered in one of our In-Market audience segments, Custom Intent is for you! Define and reach people that have the intent to purchase, updated in real-time. Simply enter keywords or URLs that best represent your audience or choose from one of our auto-created audiences.
• Similar Audiences: Similar Audiences finds users that are similar to an original remarketing list or other uploaded compatible list. It finds users that are similar in profile based on their recent browsing and interests around different topics.

3. Drive action: When you want to re-engage with users that have already shown interest in your brand, we recommend selecting drive action as your Display campaign marketing objective.

Let’s take a look at the Google Display ads targeting options available that will help her drive action:

• Remarketing: Remarketing lets you show ads to the people who demonstrated their interest in what you offer with their visit to your website or app. It’s how you reconnect with great prospects as they browse the millions of websites and apps available on the network.
• Standard remarketing: Show ads to your past visitors as they browse network websites and use network apps. Communicate with people who've previously visited key pages on your website across screens, giving you a powerful new way to match the right user with the right message.
• Dynamic remarketing: Work to boost your results with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website. Create dynamically generated display ads with product data pulled from a pre-uploaded feed. You can achieve great performance showing to users products they have seen on your website, with low effort in campaign, ads, and remarketing lists creation.

What's automated bidding?

Bidding is a key success factor for online marketing, and the bid strategy you choose directly influences how your campaigns perform and how visible your ads are in the unique moments that are important to your business. Google Ads offers several bid strategies that are tailored to your marketing goals and different types of campaigns. Depending on your focus, you can determine which strategy is best for you.

Benefits of Google Ads automated bidding

• Machine learning
• Time saved
• Auction-time bidding
• Depth of signals used and cross analysis

Automated Bidding strategy

It’s important to choose a bidding strategy that reflects your marketing goals. Google Ads offers several bid strategies to choose from. Which strategy you choose depends on which networks your campaign is targeting and whether you want to focus on improving clicks, visibility, conversion, and so on.

1. Awareness-based bidding strategies: You should choose this bid strategy if you want to make sure that your ad is visible for certain queries and even at certain locations on the page.

2. Consideration-focused bidding strategies: You should choose this bid strategy if you want to drive as many clicks as possible within a set level of spend.

3. Conversion-focused bidding strategies: Choose one of these bid strategies if you're tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversions. 

4. Revenue-focused bidding strategies: Choose this bid strategy if you’re tracking the revenue or value associated with your conversions and want to maximize it at a specific return on ad spend target. 

They’re a good fit if you’re tracking conversion value and have campaigns that have at least 50 conversions in the past 30 days for Search and at least 15 conversions in the past 30 days for Display.

Performance Planner

Performance Planner is a new forecasting tool that uses machine learning to reveal the possibilities for your Google Ads campaigns. With this tool, you can explore forecasts for your upcoming monthly, quarterly, and annual budgets for current campaigns, while also helping to improve your return on investment.

How does Performance Planner forecast campaign performance?

Performance Planner uses a combination of account history and machine learning to power forecasts. In Google Ads tools, forecasts must meet a certain level of accuracy. As a result, the confidence interval of these forecasts is likely greater than that of other available forecast tools.

1. Forecasting: Google Search ad auctions — made up of billions of searches per week — powers our forecast engine.

2. Simulation: Our forecast engine simulates relevant ad auctions with query level variables, including seasonality, clickthrough rate, competitors, landing page, and time of day.

3. Machine learning: We use machine learning to fine tune forecasts and achieve a higher level of accuracy.

4. Validation: We perform forward and backward measurements of accuracy for thousands of campaign samples — across one, seven, 30, and 90 day periods — to ensure we’re making valid recommendations.

What changes will Performance Planner recommend?

1. Search Manual cost-per-click (CPC) or Enhanced CPC campaigns: Recommended average daily budget and campaign bid scaling (1.5 scaling means + 50% bid scaling)

2. Search Maximize Clicks or Maximize Conversions campaigns: Recommended average daily budget

3. Search Target CPA or Target return on ad spend (ROAS) campaigns: Recommended average daily budget, Campaign-level Target CPA, or Campaign-level Target ROAS