Advanced Marketing LabThe online tools for a performance e-marketing strategy

Serena Pasqualetto

serena.pasqualetto@unipd.it

LESSON #6: SETTING UP A DISPLAY CAMPAIGN WITH ADWORDS

Setting up a display campaignwith AdWords

LESSON #6

What is a display campaign?

A display campaign is a campaign based on visual banners and /or text ads, and it is managed through the Google AdWords platform.

These banners and ads are published on more than 2 million websites, videos, and apps, which make up the Google Display Network.

The ads appear on the basis on certain targeting criteria.

A display campaign mainly serves a brand awareness goal, as it targets users that are not familiar with the brand being advertised.

What is a display campaign?

https://www.youtube.com/watch?v=omXFdKYLRW0

Examples of display banners

Why display?

We’re all spending more time online and 95% of that time is spent reading and engaging with content on websites.

The Google Display Network can help us reach all these potential customers.

The Google Display Network helps yus ou generate awareness by getting our ads in front of consumers, so they can learn about our business as they consider their options.

[source: https://www.google.it/ads/displaynetwork/why-display.html]

Display targeting settings

Source: https://adwords.google.com/home/display-ads/

Display targeting settings

1 - CONTEXTUAL (KEYWORDS)Your ads will appear on website containing a list of keywords you selected.

2 – DEMOGRAPHICYou can select your audience by age group, gender and parental status.

3 – TOPICSYour ads will appear on websites talking about specific topics you selected. More on topics here

Display targeting settings

4- AUDIENCE INTERESTSYour ads will appear to users with specific interests that you selected.There are two types of interests: affinity audiences and in-market audiences. The latter include users who are researching products and are actively considering buying a service or product like those you offer.More on audience interests here

5- PLACEMENTSYour ads will appear on specific websites which are part of the Google Display Network and which you selected.

Display targeting settings

You can use one or more targeting settings. The more options you select for an ad group, the more specific and restricted your audience will be.

Examples of display targeting settings

• Age + Audience Interests

• Gender + Audience Interests

• Topics + Contextual Keywords

• Placements + Contextual Keywords

Step #1

Log into your Google AdWords account.Create a new campaign by selecting «Display network only»

Step #2

AdWords will now let you select your marketing objective. Select «Visitwebsite» if you want your ad to drive people’s clicks in order to visit yourwebsite.

Step #3

Select your target location, language and daily budget (1€ will be ourplaceholder budget as long as the campaign is inactive).

Step #4

Now it’s time to create your first ad group.

Each group you create will have its specific targeting settings. I recommendwriting your targeting settings as the name of your ad group.

Example of ad group name:

Women 18-64 interested in travelling

Step #5

Set your max CPC Bid: our placeholder bidwill be €0,15.

Set your landing page, i.e. your website URL where you want your users to land

Step #6

Choose your ad group’s targeting settings.

• For contextual (keywords) targeting

Step #6

• For audience interests

Then navigate through In-market audiencesand affinity audiences.

Step #6

• For topics

Then select your topics from the list

Step #6

• For demographics

Then select your demographic options

Step #6

• For placements (websites)

Then add your own placements

Step #7

Create your responsive ad

Responsive ads automatically adjust their size, appearance and format to fit just about any available ad space, which is why they are strongly recommended. More on responsive ads here

In order to create your responsive ad, add an image and text.

Task.

Given the buyer persona(s) you outlined for the Augmented Traveler, decide, together with your group, which targeting options work best for your Display campaign.

If you feel like you want to test multiple targeting options, you can create multiple ad groups.

Then, try to create for each group a responsive ad using the materials provided to you by the Professor.

References

https://www.google.it/ads/displaynetwork/

https://support.google.com/adwords/answer/2404190?hl=en