Display campaigns in Google Adwords are one of the favorite options of many advertisers. With a graphic format and costs per click that are generally lower than the , they give the option of displaying our company’s banners on other web pages. If search campaigns are generally focused on attracting users who are in the purchase phase, display campaigns are usually more used to publicize our brand (branding), reinforce it with remarketing or participate in the consideration phase.
To create a display campaign, we recommend following these steps:
1 – Choose the product to advertise:
What do you want to publicize with your Display campaign? Do you want to publicize a brand in general with all its products or services? Is it a campaign to publicize a specific product or service? Is there a specific promotion? It is very important that you have an answer to all these questions and so that in the next phase the banners can be designed correctly and you can also make an informed choice as to where to segment them.
2 – Request banners from the client:
To advertise on the Google display network, the most important thing is to have banners. It seems like common sense, but if we leave the banners ready for the last phase, we may find ourselves with delays in the launch of the campaign. To design Google banners,
Among the available sizes you have the following:
Essential banners that we have:
300×250
336×280
728×90
300×600
320×100
320×50
250×250
200×200
Recommended banners:
468×60
120×600
160×600
970×250
Somewhat less important banners:
125×125
180×150
970×90
300×1050
120×240
234×60
3- Go to Google Adwords, give create campaign.
4 – Choose the type of campaign “Display Network”.
5 – Choose campaign without objectives (This leaves more creation options) and then “standard display campaign”:
You have the option that it is done with a different process although it is also considered a Display campaign.
6 – Name your campaign and select the geographic location where you want to target the campaign.
When naming your campaign, we recommend using a – Display in the nomenclature to end the name.
7- Select language the language in which the banners and the destination website are:
It is always recommended, since the language we select is the language of the web that the user is seeing when they see your banners. For example, if your banners are in Spanish, we recommend putting them on websites where the content is in Spanish.
8 – Select Manual CPC and uncheck enhanced CPC:
We recommend leaving Enhanced CPC for campaigns that have been running for a while and are consistently converting. We always recommend manual CPC for new campaigns, as it allows you to control the maximum cost per click you want to pay.
9 – Set the daily budget:
Remember that Google can spend up to twice what you set, but after 30 days it will make adjustments so you don’t go over that daily budget.
10 – Set end and start dates for campaigns if applicable.
11 – Select standard publication form:
The publication alternative is “accelerated” we recommend using this when
12 – Choose ad rotation Toggle indefinitely to give all the ads you have a chance.
13 – Choose the ad schedule that interests you and the end date without needing it.
14 – You also have the option to choose if you want to show it on all devices.
15 – You can choose frequency limitation:
The latter is interesting, especially for remarketing campaigns we recommend limiting the maximum daily impressions per user.
16 -Add site category exclusions.
You can choose not to have ads appear on sites with sensitive content or, for example, games. Also later in the segmentations, you can add adsenseformobileapps.com as an excluded location in case you are not interested in appearing in mobile applications.
17 – We also recommend you in the location options, always leave “People who are in my targeting location”.
18 – Set ad scheduling in case we want the ads to only be shown at certain times of the day or days of the week.
19 – Create ad groups by selecting the type of segmentation (themes, keywords, themes or placements…)
- Topics is what the web is about or in what category Google has classified it. For example, you want your ad to appear on sports-themed pages.
- Keywords are words from the content of the URL that the user is visiting. For example, you want your ad to appear on pages where the word soccer appears.
- Placements are chosen domains where we want our ad to appear. For example, you choose to appear on as.com.
- Audiences is used to reach people based on their interests or their actions online. For example, intended for people looking for sports products.
20 – Create the ads by uploading all the banners ideally:
Also if at this point you don’t have banners, you can create Google responsive ads. With these ads and uploading your logo and an image you can design an adaptable banner yourself. We always recommend having your own banners, but it can be an interesting option if you don’t have them.
21 – Create another minimal ad group with a different segmentation (topics, keywords, interests…):
The idea is that your two ad groups compete with each other to see which is the cheapest CPC, the best CTR or which of them generates more conversions.
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