Launching display search ads
– [Instructor] Setting up a display advertisement is very similar to a search ad, but with a few differences. So, we’ll start again here on our dashboard at adwords.google.com. And this time, we can see additional information on the screen from the campaign that we created earlier. Now the process of creating a display ad is similar, but we’re going to, instead, be using the display network. To get started, I’ll choose campaigns from the menu option on the left-hand side, plus icon, and new campaign. Instead of selecting search, as we did earlier, we’ll select display.
And just as we saw before, we’ll select a goal, and then choose continue. We’ll go ahead and give it a name, and you can select your locations, languages, bids, and budget, just as we did in our search campaign. Now you’ll notice that as you scroll through this campaign creation, you actually arrive on the ad group settings within the same window. So what we need to do first, is go ahead and create that ad group name.
And this is where things really start to get different. We’re now in the people section, and this allows us to find users that have interests towards certain things. We can look at a variety of audiences. We can look at customers that have interacted with our business, we can look at in-market audiences, which are people actively searching for things that you have, and we can look at affinity audiences, which lets us target ads to people based on their interests or the sites that they visit.
This makes display advertising incredibly powerful. Let’s start by selecting on what their interests and habits are. Here you’ll notice a list of affinity audiences. I can select banking and finance, or I can select the dropdown menu to the right and select a sub-audience such as avid investors. You’ll notice that the audiences that we select show up on the right-hand side, and along the far right-hand side. At the top, we can see our targeting’s reach. If I hover over the question icon, this is going to explain what this is, should you ever need a reminder in the future.
This is going to show us the breadth of the settings. This is telling us that there’s over 20 billion possible impressions from the audience that we selected. As we continue to narrow our audience, we’d expect this number to lower. I can select the dropdown menu next to what’s defining your reach, which will remind us of what items are impacting the number that we see here at the top. We can also see our weekly estimates based on the typical bid for our targeting, and that’ll translate into how many clicks, impressions, click-through rate, and average CPC.
Now, another thing that you can do with these audiences is search. Let’s say I type in coffee. Once I select, you’ll notice all of the affinity audiences that have anything to do with coffee. So I can see cooking enthusiasts, foodies, home and garden, and maybe green living enthusiasts. If I select the back icon, we’ll notice that we can then move into a different affinity audience. Let’s try in-market. Here again I can search for coffee, and you’ll notice that things change a little.
Here we can see audiences related to coffee shop supplies, coffee and tea shops, or Starbucks coffees. If I hover over, you’ll notice that this audience was created based on the search terms that we see here. So these are going to be people that’ve previously searched for these items. This’ll mean that even though this person is not on google.com, the fact that they did this search on Google now has put them within this audience. Now you can target to this person. Now you’ll select the targeting to whatever makes sense for your audience.
Below this we have the ability to target based on demographics. You can select the gender, age, parental status, and household income. Now household income is only available in certain countries, so if you don’t see this option, don’t worry, you’ll still have access to the other demographic items. Below this is where we begin to identify content targeting. Now we can identify keywords, topics, or even placements. I’ll simply select what we’d like to add, and then we’d enter in the targeted keywords.
Now keep in mind that these keywords aren’t necessarily what somebody has searched for,but are instead going to be used to identify sites that are relevant to your business. I’ll choose done, and we can select content targeting, and now choose topics. When you select a topic, such as beauty and fitness, that’ll make sure that it’s going to target webpages, apps, and videos about that subject. I’ll choose done, and we’ll finish off by looking at placements.
Placements allow you to select an exact website, YouTube channel, or app that you would like to show your ad. To get started, it’s easiest to do a search. Let’s look for coffee. Here I can select websites, and now you’re going to see the specific websites that you can target.In this case, you can go look at these websites, make sure that they meet your needs, and then select them to include them in your targeting. Now you’ll notice that you also have the option for automated targeting.
And what this does, is allows Google to automatically find new customers for you. This means that Google’s going to take all of the customers that you’ve targeted at your current cost per customer, and try to find customers just like those. It may mean that those customers don’t match the exact targeting that you’ve set up, but Google knows that they look very similar to the type of person that you’ve targeted, and therefore it’s very likelythey’re going to engage with your ad. I recommend you leave this set as conservative automation. And just as you would with your previous ad groups, you can set a bid for this ad group at a CPC level.
If you chose to bid not on a CPC, the values that you enter here will change, and they’ll be reflective of the type of bidding you’ve opted to do. And finally, you can create your ads.When you select the plus icon, you can choose whether you’d like to create a responsive ador upload display ads that you’ve created previously. If I choose to create an ad, Google’s going to let us build the ad. We can add images, a headline, our description, we could even view more options to explore all the various formats.
In the upper right-hand corner, you can scroll through the types of formats, and toggle between them to see how this would look. Using responsive ads, Google will take the images you provide, as well as the content, and modify that so it will show up for a variety of ad sizes. This is incredibly powerful, and it’s a great way to get started with display advertising. From there, you’d simply select create the campaign, and you’d be on your way. Now if you’re serious about display advertising, I’d continue to explore the ins and outs by watching some of our other courses right here.
And if you’re just getting started, I’d recommend sticking with text ads, and then as you get more and more experienced, you can slowly work your way into running some of these display advertising tests.