Examining The Display Campaign Creation Process

Examining the Display Campaign Creation Process

In this article, I want to look at some of the facts that you need to know about the Display campaign creation process. I will also be looking at some of the steps to follow when you need to setup Ad campaigns in Google Ads. Follow me as we look at this together in this article.

To create a display campaign:

Log in to your AdWords account and navigate to Campaigns on the left of the screen.
Click the + button and than select New campaign and for ‘Campaign type’, select Display Network.
Select your campaign goal
To begin with, we will just choose standard display campaign. You will be prompted to create an ad group, and it is within your ad group you will create your ads and apply your targeting later.
Click Save and continue.

display campaign creation

During your initial campaign creation, you will need to apply basic settings at the campaign level, which is the first layer of targeting you will apply to the whole campaign.

This also means you might have to create multiple campaigns if you would like to vary any of these settings as part of your activity.

Geographic Targeting: Which area, city, country do you want your ad to be shown in?
Language Targeting: What language are your customers speaking?
Device targeting: Desktop, mobile and tablet.

Also during campaign set up, you will need to decide your delivery settings, putting in place circumstances your advertising will run in, including when, how, and how often.

Like with a search campaign, you can apply a setting that determines how quickly you want Google to use your budget each day: either spread throughout the day (standard) or more quickly (accelerated).

Standard delivery: The recommended and default option and will try to show your ad throughout the entire day to make sure that you don’t spend your whole budget in the morning and cause your ads to stop showing for the rest of the day. This makes sure that your ad is potentially always available, as long as your budget has room to receive clicks and has the greater potential to be shown to people who are more likely to click on your ad.
Accelerated delivery: Tries to show your ads more quickly until your budget is spent, at which point your ad will stop showing. This option is mostly used by advertisers who have a larger day budget or with a very short running campaign, such as stores who are advertising a sale or close to an event.
Ad schedule: Choose the dates your campaign starts/finishes, and schedule to run 24 hours a day 7 days a week, or choose today part depending on your campaign goals.
Frequency capping: Limit the number of times your ad will appear to the same user in a period of time or over the course of the campaign.
Ad rotation: Optimize for best-performing ads or rotate ads evenly.

Note: It’s best to apply standard delivery for most campaigns. Accelerated delivery can lead to budget overspends if applied incorrectly on the Google Display Network.

We will start creating a responsive ad, which is the format that gives us the most options in terms of potential inventory.

Create a new ad in Google AdWords at the ad group level, within an ad group. You can than copy the same ad into more ad groups at a later time.

Navigate to the Ads tab on the left of the screen, click + Ad.
Select Responsive ad. The steps on-screen will prompt you to upload your creative assets.
You can crop 1 image to landscape and square format, or use 2 different images. You can upload your images, scan them from your website, or select from the Google free library of stock images. You have the option to upload a logo if you choose. Avoid using images with alot of text. Text may cover no more than 20% of the image.

Complete your ad information – short headline, long headline and description:

Write a short headline (Max. 25 characters): The short headline is the first line of your ad, and appears in tight ad spaces where the long headline doesn’t fit. Short headlines may appear with or without your description.
Write a long headline (max. 90 characters): The long headline is the first line of your ad, and appears instead of your short headline in larger ads. Long headlines may appear with or without your description.
Write a description: The description adds to the headline and can be your call to action. It can be up to 90 characters, and may appear after the (short or long) headline.
Enter your business name: This is the name of your business or brand.
Enter a final URL: where people will go when they click on your ad.
Preview your potential ads on the right-hand side. Because responsive ads are built to reach across almost any ad space on the Display Network, they can be shown in thousands of layouts and the preview that you see will only show you a small array of the possibilities.
Save your ad

With thousands of potential ways your ad can appear when it is served online, there are a few considerations to make when creating your ad.

Use clear, concise messaging – something that can be easily interpreted on it’s own
Consider how the headlines, body copy and images work across all formats – don’t design with just one ideal scenario in mind
Use a call-to-action (CTA) so engaged users know how they find out more or interact with your ad
Check how your responsive ads look in different ad placements via the preview window on the right of your screen so you know how your brand will be represented online.

Create an image ad (non-responsive) by following the below steps in Google AdWords:
1. On the expandable navigation panel on the far left, make sure you’re at the “All campaigns” or “Display campaigns” level.
2. Go to the “Ads and extensions” page and click the plus button.
3. Select “Upload display ads”.

Select an ad group to upload your image to.
4. Create your ad with the template or upload it.
5. Click Save.

Be aware of the guidelines when manually creating ads for different size formats:

Upload the correct size dimension – you will not be guaranteed to be shown on the placement you prefer if the website owners do not allow for that size and style.
It is advised to always include one text ad for the GDN in your Ad group as many display partners do not allow image ads on there websites but do allow text ads. This way you make yourself more eligible to be shown on the GDN.
Do not exclude websites that only allow text ads.

To begin advertising on YouTube, link your YouTube channel to AdWords. This will allow you to serve your videos as ads to customers watching videos on YouTube and the Google Display Network.

Follow these instructions to link your YouTube channel to an AdWords account using YouTube:

2. Click your channel icon or name in the upper corner of the page to select the channel you want to link.

3. Navigate to the left side panel of Creator Studio.

4. Under “Channel,” click Advanced.

5. Under Ad Words account linking, click “Link an AdWords account“.

6. Follow the instructions, and than click Finish.

7. Once the owner of the AdWords account approves your request, your YouTube channel will be linked to that AdWords account.

You can also link your through your AdWords account to your YouTube channel:

Sign in to your AdWords account.
Click the gear icon next to your AdWords account name at the top of the page.
Click Linked accounts.
Click YouTube in the navigation panel on the left.
On the “YouTube channels” page, click +CHANNEL to choose the channel that you want to link to an AdWords account.
In the “Link a YouTube channel” dialog, search for a channel or enter it’s URL.
Follow the instructions to complete the process.
Once the owner of the YouTube channel approves your request, that channel will be linked to your AdWords account.

The reason this is so beneficial is because by linking a YouTube channel to an AdWords account, you can access additional video view statistics and additional features that you will find yourself relying upon as you start advertising:

Ad views count towards overall view count: You can view ad completion rates of videos from linked channels
Add call to action overlays on videos: You can create CTA overlays on videos from linked channels. You can use these to share more information about the content of your video or to raise interest in your channel, other videos, or additional websites – especially useful if you’re hoping to drive a specific action.
Remarket to users who have viewed your videos: You can create remarketing lists within AdWords based on viewer’s past interactions on your linked YouTube channels.
Report on earned views and subscriptions to your channel: You can view engagement statistics such as earned actions metrics (e.g. earned views, earned subscribers, etc.) from videos and video ads from linked channels within AdWords and learn the value of your advertising for your wider YouTube strategy.

Be aware that linking accounts does not give the YouTube channel owner control over the AdWords account and does not let the advertiser add, delete or modify videos from the linked channel – it’s purely linking the two platforms to boost your advertising capabilities.

Create a video advertising campaign in Google AdWords by following the below steps:

1. Log in to Google AdWords and click ‘+Campaign’
3. Choose ‘Video campaign’ from the dropdown
4. Select campaign subtype – Standard

Click Continue

Apply basic settings as with any Google AdWords campaign to your video advertising campaign:
1. Max CPV
2. Daily Budget
3. Campaign Start and End Date (optional)
4. Location targeting
5. Language targeting

You can also apply ad serving settings to your video advertising campaign:
1. Ad Scheduling – when you want your ad to run.
2. Frequency capping – the number of times your ad appears to the same user.

Create a video ad by entering the URL of the YouTube Video to be used and select your video from the list provided:

1.Select the Ads & extensions tab

2.Click the + button

3.Select Video Ad

4.Select the video you want to promote and click the video ad format from the list provided (In-stream ad)

5.Enter the Display YouTube URL of the video

6.Enter the Final URL of the video

Note, for In-Stream ads, the Final URL can be on YouTube or an external website.

The steps are much the same for Video Discovery ads, until the point you choose your ad format.

For Video Discovery ads:

You must choose a thumbnail for your ad – think about how this will serve as the ‘teaser’ for your ad on the networks that you select.
You will write ad copy to accompany your thumbnails – this text follows the same guidelines for Google AdWords text ads.
When a user clicks on your Discovery ad, you can choose to bring them to either the video’s watch page on YouTube, or your YouTube Channel page – you cannot direct users to an external website.

It’s very important to remember your companion banner when creating your video ads. A companion banner is a clickable thumbnail image that accompanies a TrueView in-stream ad. On a YouTube watch page, it appears next to the ad, in the top right corner (on a desktop computer).

You can choose from an auto-generated companion banner or upload your own.

The technical specifications for companion banners that must be adhered to are:
Dimensions: 300×60 pixels.
Maximum file size: 150KB.

Our third video ad format is the Bumper ad, a short, non-skippable format that is no longer than 6 seconds. You will have to have a video already edited to the required length. You will also have to bid on a CPM basis for these ads as they are not view or click-based.

Like you did before, sign into AdWords and follow the below steps:

Click the campaigns tab and create a standard video campaign for your bumper ads.
Create your first ad-group and select your video you uploaded for this ad and select the Bumper Ads format.
Next, set your budget. “Bidding” will be set to Maximum CPM because of the bumper format.
Choose your basic initial settings – networks, locations you want to target, the language of your customers, and any advanced settings.
Click Save and continue.

3 brands; X-box, La Mer and SurveyMonkey used bumper ads for different forms of storytelling, from remarketing to simple storytelling. Great examples of using short-form content to achieve your goals effectively.

X-box: Launch day of the X-box game Halo Wars 2, they invested heavily in remarketing with bumper ads

La Mer: Used bumper ads to efficiently drive awareness of the brand’s new makeup suite, with a bumper ad for each product of the suite

SurveyMonkey: Used bumper ads to highlight the value and ease of it’s tool by messaging the main components of there platform: “creating surveys, collecting answers, and analyzing results”.

Advanced advertisers may choose to run a universal app campaign to promote there app across the web – but the solution is not as advanced as you may think once you already have an app live within the Play store.

Create a universal app ad in your video campaign:

2. In the “Campaigns” tab, click +Campaign and select Universal App campaign.

3. Enter a campaign name. You might use a name that tells you this is an app installs campaign. The on-screen instructions will prompt you through the setup. The benefits of a Universal App Campaign is the wide variety and reach of this campaign which utilises a wide variety of creative assets.

4. Start by selecting the app you will be advertising from the drop-down menu, or “Add a new app” to enter a new one.

5. In the “Ads” section you can enter up to 4 individual lines of text, these will be rotated within your ads depending on the format being displayed

6.Upload your image assets, and be sure to remember:

You can include up to 20 image files with max size of 150KB.
Landscape images are most relevant for native ad units while portrait orientation is most valuable for interstitial content, particularly on mobile.

7. You can also include up to 20 YouTube videos for use as ad creative – in addition to automatically generated videos
created by AdWords with assess from your app store listing

8. Choose any target locations or languages. Just note that AdWords won’t translate your ads so your text and creative will have to align with these settings

9. In “Campaign Optimization” choose to optimize for Installs (gathering new users) or In-app Actions (new users likely to undertake an action, such as a purchase or profile creation).

10. Set target bids and budget – projected install volume is available for Android apps when your Play and AdWords accounts are linked

Click “Save and Continue” to launch your campaigns.

Note: Android app installs will automatically be tracked in AdWords.

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