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Google Ads Tutorials: Building successful Display campaigns

Google Ads Tutorials: Building successful Display campaigns


[light music] Google Display ads help you reach
customers at all points of their buying cycle, from discovery to purchase. Through expanding your
digital strategy to Display, you can grow your customer base by reaching people who may not be
actively searching for your business, but have a strong intent to buy. To find growth and performance
from Google Display, it’s important to set yourself up for success. First, ensure you’re using the Google
Ads sitewide global tag to track conversions and enable remarketing. Second, if you’re focused on lead-generation, use reCAPTCHA to protect your site from spam and ensure that you’re
getting quality conversions. And lastly, allocate enough budget to expand
your digital strategy to Display. A limited budget can hinder performance, since your ads won’t be able to enter auctions
that could lead to valuable conversions. A Smart Display campaign is the most effortless
way to win more customers with Google Display. This campaign type automatically adjusts your bids, creatives and target audiences in real time. All you provide is a bid strategy, campaign budget, and creative assets. To be eligible for Smart Display, you must use conversion tracking and meet the conversion-based
eligibility requirements. If Smart Display is an option in your
account, start your Display strategy there. Launch Smart Display with either the Maximize
conversions or Target CPA bidding strategy. If new to Display, choose Maximize conversions, since it will spend your budget as
efficiently as possible to gain conversions. If choosing Target CPA, make sure your budget
is at least two times your Target CPA, but ideally, ten to twenty times. If Smart Display isn’t available in your
account, reach new and existing customers with tailored messages by building
Standard Display campaigns. This is an effective strategy for new or small
accounts with either no conversion history or small conversion volume. Standard Display campaign should be built
with automation by using Smart Bidding, responsive display ads,
and performance audiences. Start building your Display campaign
by choosing a Smart Bidding strategy that aligns to your goals: Maximize conversions, Target CPA, or Target ROAS. Maximize conversions
automatically sets bids to help you get the most conversions
within your campaign budget. This is an easy start if you’re just
getting started on Google Ads and do not have conversion history, or do
not have a specific cost-per-action goal. Target CPA sets bids to help you get
as many conversions as possible at the target cost-per-action you set. Like Maximize conversions, Target CPA does not require your
account to have any conversion history. If you set a Target CPA, you can
either pay for conversions or clicks. With pay for conversions, you only pay when a
customer converts on your website or app. Be sure to set a reasonable CPA. This should be around the average
CPA of your Google Ads account. If your campaign has enough
historical conversion data, Google Ads might recommend a
Target CPA during campaign creation. And remember, that Target CPA is best for
campaigns that are not budget constrained. Lastly, Target ROAS lets you bid
based on a target return on ad spend. Use this bidding strategy if you
track conversion values, and would like to optimize for value
rather than volume of conversions. Next, focus on delivering the right message
to customers with responsive display ads. You provide the creative assets, and machine learning does the creative
testing across millions of combinations, to deliver ads that fit into almost
all ad spaces on Google Display. Unlike standard banner ads, responsive display ads give easy access to all of
display inventory and innovative ad variations. Make sure to follow the creative best
practices when creating your assets. And lastly, apply performance
audiences to your campaign in order to reach customers
along each step of their journey. There are many audience types
you can reach through Google Ads, ranging from people you don’t
know yet, to existing customers. Selecting an audience is dependent on who
you’re trying to reach and your business goals. In this video, we’ll focus on
performance audiences. Begin thinking about performance
audiences at the bottom of the funnel by reaching people you already know. Customer Match lets you use
your online and offline data to re-engage with your existing customers. Remarketing lets you reach people who’ve
expressed interest in your business by visiting your website or app. These audiences are important, since these people already know your
business and have high intent to purchase. When you’re ready to increase
the volume of your campaign, you can then expand your reach to new
people who have yet to visit your website through Similar audiences, In-market,
Custom intent, and Life events. Similar audiences let you reach new
people with similar characteristics to people on your Remarketing
or Customer Match lists. In-market and Custom intent audiences let you reach people who are about to make a
purchase decision after a period of research. In-market audiences are pre-built segments,
such as ‘Baby and children’s apparel’. Whereas Custom intent lets you define
your ideal audience by entering keywords, URLs, or apps related to your business. Life events let you reach people
during transition points in their life when they’re making purchasing decisions. For example, when people are purchasing a
home, graduating college, or getting married. Be sure to create a new campaign
for each audience type, so that you can differentiate bids or budgets
for the specific audiences you want to reach. If you select an audience that’s
meeting your performance goals, the Targeting expansion function makes it
easy to expand your reach to similar people. Use the slider to find more people that perform
similar to your existing campaign performance. Including Display in your
holistic digital strategy helps you reach customers at all
points along this online journey. Building your Display campaigns with
automation sets you up for success. For more step-by-step videos on Google
Ads implementation and optimization, check out Google Ads Tutorials. If you have any questions, or for more
information please visit Google Ads Help. [music continues]

5 thoughts on “Google Ads Tutorials: Building successful Display campaigns

  1. Google ads is run by a bunch of scammers. a customer service representative at Google ads, Ronald, told me that I would not be paying a penny until my hundred dollar credit had been used, but when I look at my bank statement I was charged over $57.
    when I called to complain I was given a excuse of I needed to spend $50 first which Robert did not say to me whatsoever but instead told me that I would not be paying anything until after the $100 credit was used.
    Google ads customer service Representatives then tried to get me to take a additional $100 of Google credit strangely thinking that I would want to continue to do business with them after they blatantly stole $57 from me.
    delusional thieves is my perspective of the Google ads Representatives that you will be dealing with if you do business with Google ads. they hide the management so that you cannot go over their head with the problems that you are having. And they do not want to let management know because it will look bad on them. so they sacrifice Google customers to protect themselves.
    that is my experience with Google ads.

  2. Pls remove the annoying repetetive ads on youtube pls they are so annoying they wont go away even if i already stop them and clicked repetetive it still show its so annoying pls remove them.. ive seen the same ads so many times already like its so annoying..

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