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Google Ads Tutorials: Intro to Display

Google Ads Tutorials: Intro to Display


[light music] Now that you understand the power of Search,
it’s time to think about Google Display ads. People show a high purchase intent
when they search for your product or service, which is why it’s important
that your ad shows up. But, 96% of time spent online,
happens outside of Search: Across websites, on YouTube,
in Gmail, or in mobile apps. So how do you reach these potential
customers across Google properties? Google Display ads can help you
reach 90% of global internet users at all points in the buying cycle,
from discovery to purchase. This is done with powerful machine learning
technology that utilizes user signals to ensure you reach the
right potential customers. When thinking about reaching
the right audiences, there are two complementary
strategies you should consider. The first is re-engage. This strategy allows you to serve
relevant, powerful messages to people who have already
engaged with your business. For example, offering a deal to people
who have visited your website, or, reminding people about a product
or service they were interested in. The second strategy you
should consider is expand. Expanding allows you to
reach new qualified customers that you’ve never connected with before. For example, if you’re selling kids shoes,
you might want to show ads to parents, or more specifically, to people who are
actively looking to buy children’s apparel. Google Ads offers a variety of audience types, but in this video, we’ll focus
on two types of audiences. Remarketing, which falls
under the re-engage strategy. And custom intent, which
falls under the expand strategy. Let’s first discuss remarketing. In order to show your ads to people who
interacted with your website or mobile app, you need to first implement the Google
Ads tag and build remarketing lists. The remarketing global site tag and
event snippets, are blocks of code that add your website visitors
to remarketing lists. This allows you to show
your ads to previous visitors. Let’s get started. Go to tools and under the shared
library click ‘Audience manager’. Go to Audience sources
and choose ‘Google Ads tag’. Click on ‘Tag setup’. Now choose if you want to
implement the tag yourself, email the tag to someone else,
like your website admin, or, implement it through Google Tag Manager. All three options have clear
instructions on how to implement the tag. After you implement your tag successfully, you will see some lists that
are automatically created. You’ll see an ‘All visitors’ list of everyone
who has visited your website, an ‘All converters’ list, or, a ‘Google Ads optimized list’ that combines audiences from multiple
sources into a single remarketing list. You can also create your own lists. For example, you can create a list of people
who have visited a specific product page, or a list of people who abandoned
their shopping cart. Let’s say you’re selling kids clothes and you want to show a special offer to
everyone who has visited your onesies page. This can be set up easily if your onesies page
has a unique URL that contains a word like ‘onesies’ or any other unique expression. In the Audience manager, choose
Audience lists and click the plus button. For this example, let’s create
a Website visitors list. Give your audience a clear name. There are several types of rules
that you can define a list with. For this example, we’re creating
a list with visitors of a page. Define the URL rule for your specific list. In this case, we want to use a URL
that contains the word ‘onesies’. You can also define a rule for a URL
that starts or ends with a word, or a URL that doesn’t contain a certain word. You can then define a membership
duration for your list. The default is 30 days, but it can be
changed to anytime between 1 day to 540 days. You should choose a membership duration
based on how long it takes people to convert, from the moment they first visit your
website to the time they make a purchase. For example, people who are browsing for shampoo
might purchase shortly after researching, in comparison to people who are
interested in buying auto-insurance. Now click ‘Create audience’. You’ll see your list on the Audience lists tab. Now let’s implement the list in your campaign. In your account, click Display campaigns and then click Audiences. Click the pencil icon, then select ‘Edit ad group targeting’. Select an ad group. Make sure to select a new ad group that
doesn’t have existing audiences assigned to it, since it’s not recommended to layer audiences. Under Targeting, select ‘Narrow targeting’. Select ‘Audiences’, and then click the pencil icon
next to Targeted audiences. Click ‘Browse’ and select ‘Remarketing and similar audiences’. You’ll be able to find your
list under ‘Website visitors’. Select it and scroll down to settings. At this stage, you can decide if
you want to increase your reach to users with similar profiles,
and by how much. Base your decision on the weekly
estimates, while moving the toggle. Click ‘Save’. Let’s now discuss custom intent,
as part of your expand strategy. Think about this: Seven Google properties reach
over 1 billion people monthly. Signals from all of these
properties help qualify an audience who is actively shopping
with intent to purchase. Custom intent is a unique
audience list you can create, based on keywords and landing
pages that you define, in order to reach a highly qualified audience. Sometimes new advertisers don’t have enough
website visitors to run remarketing campaigns. If that’s the case, you can start with
custom intent by expanding to new customers and then later re-engage
with potential customers who have already visited your website. Let’s create a custom intent audience. Go to your Display campaigns
and follow the same steps as remarketing, but after you get to the
Targeted audience option, choose ‘In-market and custom intent’. Click the blue plus icon next to
‘New custom intent audience’. Create a name for your custom intent audience, and add any related keywords or URLs that this audience might
be actively researching. It’s recommended to add about fifteen
keywords or URLs to help the system better understand your audience. Keywords are considered broad match so there’s
no need to include plurals or misspellings. After you enter your keywords and URLs,
you can view suggested auto-created segments, on the right, under Ideas. Add whatever is relevant. Under Audience size, you can preview the
estimated reach and demographic information of your custom intent audience. Click ‘Create’. And now scroll down to settings. You’ll be able to control how far you
want to expand your defined audience. Now click ‘Save’. These two types of audience
strategies are complementary. You can grow your audience
and reach new people, while helping existing audiences
finalize their conversion. Now that you understand the reach of Display, let’s wrap up your learnings with
a Google Ads success checklist. [music continues]

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