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Display Campaigns

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Introduction to Display Campaigns

Display campaigns in Google Ads allow advertisers to place visual ads on a vast network of websites, apps, and videos. These ads can be in the form of images, videos, or rich media and are designed to reach a broader audience beyond search results.

Key Concepts

  1. Google Display Network (GDN):

    • A collection of over 2 million websites, apps, and videos where your ads can appear.
    • Reaches over 90% of internet users worldwide.

  2. Types of Display Ads:

    • Responsive Display Ads: Automatically adjust their size, appearance, and format to fit available ad spaces.
    • Uploaded Image Ads: Custom ads created outside of Google Ads and uploaded to the platform.
    • Engagement Ads: Interactive ads that encourage user engagement.
    • Gmail Ads: Ads that appear in the promotions tab of Gmail.

  3. Targeting Options:

    • Demographic Targeting: Age, gender, parental status, household income.
    • Affinity Audiences: People with a strong interest in a specific topic.
    • In-Market Audiences: Users actively researching or comparing products/services.
    • Custom Intent Audiences: Tailored audiences based on specific keywords and URLs.
    • Remarketing: Targeting users who have previously interacted with your website or app.

Setting Up a Display Campaign

Step-by-Step Guide

  1. Create a New Campaign:

    • Navigate to the Google Ads dashboard.
    • Click on the "+" button to create a new campaign.
    • Select "Display" as the campaign type.

  2. Choose Your Campaign Goal:

    • Options include Sales, Leads, Website Traffic, Product and Brand Consideration, Brand Awareness and Reach, or Create a Campaign without a Goal's Guidance.

  3. Select Campaign Settings:

    • Campaign Name: Choose a descriptive name for easy identification.
    • Locations: Specify geographic locations where you want your ads to appear.
    • Languages: Select the languages your target audience speaks.
    • Bidding Strategy: Choose a bidding strategy based on your campaign goals (e.g., Target CPA, Maximize Conversions).

  4. Set Your Budget:

    • Define a daily budget or a total campaign budget.

  5. Create Ad Groups:

    • Organize your ads into ad groups based on themes or targeting criteria.
    • Ad Group Name: Choose a descriptive name.
    • Targeting: Select your targeting options (e.g., demographics, audiences, keywords).

  6. Create Ads:

    • Responsive Display Ads: Upload images, logos, and provide headlines and descriptions. Google will automatically generate ads.
    • Uploaded Image Ads: Upload pre-designed ads in various sizes.

  7. Review and Launch:

    • Review all settings and ads.
    • Click "Publish" to launch your campaign.

Practical Example

# Example: Setting up a Display Campaign using Google Ads API (Python)

from google.ads.google_ads.client import GoogleAdsClient
from google.ads.google_ads.errors import GoogleAdsException

def create_display_campaign(client, customer_id):
    campaign_service = client.get_service("CampaignService")
    campaign_operation = client.get_type("CampaignOperation")
    campaign = campaign_operation.create

    # Set campaign settings
    campaign.name = "Display Campaign Example"
    campaign.advertising_channel_type = client.enums.AdvertisingChannelTypeEnum.DISPLAY
    campaign.status = client.enums.CampaignStatusEnum.PAUSED
    campaign.manual_cpc.enhanced_cpc_enabled = True
    campaign.network_settings.target_google_search = False
    campaign.network_settings.target_search_network = False
    campaign.network_settings.target_content_network = True

    # Set bidding strategy
    campaign.bidding_strategy_type = client.enums.BiddingStrategyTypeEnum.TARGET_CPA
    campaign.target_cpa.target_cpa_micros = 5000000  # 5 USD

    # Set budget
    campaign_budget_service = client.get_service("CampaignBudgetService")
    campaign_budget_operation = client.get_type("CampaignBudgetOperation")
    campaign_budget = campaign_budget_operation.create
    campaign_budget.name = "Display Campaign Budget"
    campaign_budget.amount_micros = 10000000  # 10 USD
    campaign_budget.delivery_method = client.enums.BudgetDeliveryMethodEnum.STANDARD

    try:
        # Create campaign budget
        campaign_budget_response = campaign_budget_service.mutate_campaign_budgets(
            customer_id=customer_id, operations=[campaign_budget_operation]
        )
        campaign_budget_id = campaign_budget_response.results[0].resource_name

        # Link budget to campaign
        campaign.campaign_budget = campaign_budget_id

        # Create campaign
        campaign_response = campaign_service.mutate_campaigns(
            customer_id=customer_id, operations=[campaign_operation]
        )
        print(f"Created Display Campaign with resource name: {campaign_response.results[0].resource_name}")

    except GoogleAdsException as ex:
        print(f"Request failed with status {ex.error.code().name} and includes the following errors:")
        for error in ex.failure.errors:
            print(f"\tError with message: {error.message}")

# Initialize client and create campaign
client = GoogleAdsClient.load_from_storage()
create_display_campaign(client, "INSERT_CUSTOMER_ID_HERE")

Practical Exercise

Exercise: Create a Display Campaign

  1. Objective:

    • Create a display campaign targeting users interested in fitness.

  2. Steps:

    • Navigate to the Google Ads dashboard.
    • Create a new Display campaign.
    • Set the campaign goal to "Brand Awareness and Reach."
    • Name the campaign "Fitness Enthusiasts Display Campaign."
    • Set the locations to "United States."
    • Choose English as the language.
    • Set a daily budget of $20.
    • Create an ad group named "Fitness Enthusiasts."
    • Target the "Affinity Audience" for "Health & Fitness Buffs."
    • Create a responsive display ad with images of fitness activities, a logo, and relevant headlines and descriptions.
    • Review and publish the campaign.

Solution:

  1. Campaign Creation:

    • Follow the steps outlined in the "Setting Up a Display Campaign" section.
    • Ensure all settings match the exercise requirements.

  2. Ad Group and Ad Creation:

    • Create an ad group targeting "Health & Fitness Buffs."
    • Use high-quality images related to fitness.
    • Write compelling headlines and descriptions that resonate with fitness enthusiasts.

Common Mistakes and Tips

  • Mistake: Not setting a clear campaign goal.

    • Tip: Always align your campaign settings and ads with your specific goals.

  • Mistake: Using low-quality images or irrelevant content.

    • Tip: Use high-resolution images and ensure the content is relevant to your target audience.

  • Mistake: Overlooking targeting options.

    • Tip: Utilize Google's advanced targeting options to reach a more relevant audience.

Conclusion

Display campaigns are a powerful tool in Google Ads, allowing advertisers to reach a wide audience with visually engaging ads. By understanding the various types of display ads, targeting options, and best practices for campaign setup, you can create effective display campaigns that drive brand awareness and engagement. In the next section, we will explore video campaigns and how to leverage them for your advertising strategy.

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