Google Display Ads

With Google Display ads as your advertising ally, you can reach over 90% of global Internet users

across more than three million (30 lac) apps and websites.

Google Display ads helps you :+

deliver relevant advertising as people browse the web.

connects your business with your customers – future and existing.

With a variety of bidding options, popular ad formats and transparency into performance, Google

Display ads drives results every day for thousands of advertisers around the world.

✔ Powerful Intent Signals: Google harnesses best-in-class intent signals to place ads against

the most relevant content, driving your marketing results. Google intent signals and machine
learning enable greater relevance to achieve your desired outcome, at scale.

✔ Google uses advanced machine learning capabilities to bring best-in-class automation,

bidding and targeting to reach users at just the right moment.

✔ Massive Scale: Run your ads and connect with your audience through Gmail, YouTube and

millions of other websites.

✔ MEASURABLE PERFORMANCE: Maximize results with Google Display ads' measurable

performance.

DISPLAY CAMPAIGNS

Standard & Smart

Display campaigns are where you set how, when and where your ads show.

Smart Display Campaigns

● uses full automation

● You provide a few inputs: what your ads will say, images you want to use, daily budget and

cost-per-acquisition (CPA) performance targets. Google will mix and match your ads at scale.
● rely on the existing CPA model to set the bids at the right time.

● also use a new auto-targeting infrastructure to deliver the best of Display targeting across

the entire middle and lower funnel, leverage a new auto-optimised creative technology to

combine raw creative assets (logos and images) and build custom ads for each auction.

● To be eligible to set up a Smart Display campaign, you need to have obtained at least 50

conversions on Display – or at least 100 conversions on Search – in the last 30 days.

A Smart Display campaign is an action-focused Display campaign that uses machine learning

to automatically find new and existing customers, set auction bids, and create ads that adapt

to any screen or ad space across the web and apps. With a simple campaign construction

flow, you only need to provide a budget, bidding strategy, and the messaging and images for

ads.

Key benefits of Smart Display campaigns

1. Simplicity: Create your campaign in minutes by providing just three inputs: budget, bid

and creative assets. Then, rely on multiple Google machine learning technologies to provide

ongoing optimisation and find you as many customers as possible.

2. Insights: You receive all standard Google Ads reporting and then also get new,

supplemental reports based on insights that allow broad, strategic management instead of daily

micromanagement.

3. Scale: Smart Display campaigns run across the three million websites and apps available

on Google Display ads, including AdMob and properties owned and operated by Google, such as

YouTube for example.

Components of Smart Display campaigns

automated bidding, automated targeting and automated creatives

 1. Automated BIDDING: Instead of bidding manually, you specify a Target CPA or Target ROAS

that you'd like to achieve and Google will manage the CPC bids on a per-auction basis,

based on the likelihood that the auction will generate a conversion.

2. Automated TARGETING: Targeting optimises where the campaign runs, which means ads

increasingly show where they'll get you the most business. Smart Display campaigns drive

remarketing and prospecting alike.

3. Automated CREATIVES: Ads are automatically generated from the building blocks you

provide, like headlines, descriptions, logos and images. They responsively fit into almost

all ad slots across Google Display ads. Smart Display campaigns can also use your data

feed to render dynamic ads based on the items in your feed.

Who should run Smart Display campaigns?

 Are new to display advertising and want a fast, high-performing campaign

 Focused on performance and currently only runs on search

 Wants to reach new potential customers

 Delivers both remarketing and re-engagement/prospecting on Display with performance,

simplicity and low time commitment

 Have limited display advertising to remarketing but now want to reach people earlier in

the buying process

 Currently only running remarketing campaigns

 Open to extend into the middle funnel to reach users who haven't been on your site for

pure acquisition

 Want to attract additional customers beyond your manually targeted campaigns or

simplify your existing campaign structure

Standard Display campaign

full control over all aspects of your Display campaign

You can manually select your targeting, bidding and ad formats.

 Bidding

It's important to choose a bid strategy that reflects your marketing objectives.

Standard Display campaigns offer more control, such as manual bid strategies, settings like

device type, manually uploaded ads, and full control over audiences you want to reach.

Automated bidding and automated ad format options are also available, and you have more

choice in deciding when to use those options.

Settings available in both Smart and standard Display campaigns

• Locations and languages: A campaign’s ads are eligible to show in targeted geographic
locations, or to customers who selected a targeted language as their browser’s language
setting. Choose the language in which you serve customers.
• Bidding and budget: A bid strategy controls how you'll pay for users to interact with ads. A bid
limit is the most you'll ever pay per click for ads in an ad group. The budget is the average
amount you're comfortable spending each day on a campaign. Budget chosen is up to you,
and can be adjusted any time. 
• Content exclusions: Opt out of showing ads on content that doesn't align with your brand. For
example, if you're a family entertainment business, you can make sure ads will only show on
content that's suitable for families.
• Start and end date of campaign: Control the length of your campaign.

Settings only available in a standard Display campaign

Since standard campaigns allow for more control, they have additional settings to choose
from:

• Device type: Choose the device where ads will appear, such as desktop, mobile and tablet. 
• Ad rotation: This setting decides how Google will pick which ad from your ad group to show.
The default, recommended setting is Optimize. With multiple ads set up in an ad group, this
setting lets Google optimize and show the ads that get the most clicks/conversions 
• Frequency capping: Limit the number of times the same person sees your Display ad over a
given time. 

SMART BIDDING
Smart Bidding uses machine learning to set the appropriate bid for each auction, in order to hit

your performance goals and show your ads to an audience that matters.

There are four conversion-focused bidding options/ strategies from which you'll be able to

choose when you use Smart Bidding:

Maximize Conversions • If your goal is volume, Maximize

Conversions bidding automatically sets
Drive as much conversion volume as possible bids to help you get the most conversions
within your budget for your campaign, while spending within
your budget.
• A great option if you don't have a specific
cost-per-acquisition goal, or if your
campaign has zero to little conversion
volume.
• It doesn’t require historical conversion
data, making it ideal for anyone new to
Google Ads.
Target CPA • If your goal is efficiency, target CPA
bidding sets bids to help you get as many
Automatically sets bids to help you increase conversions as possible at your target
conversions while reaching your average cost- cost per acquisition.
per-acquisition goal • Your target cost per acquisition is the
average amount you’d like to pay for a
conversion.
• Like maximize conversions, it doesn’t
require any conversion history on your
account.
Target ROAS • If your goal is revenue, target ROAS lets
you bid based on a target return on ad
Automatically sets bids to help get as much spend.
conversion value as possible at the target • Your target return on ad spend is the
return on ad spend you set average conversion value you’d like to get
 for each dollar you spend on ads.
Ecpc • For standard Display campaigns, use
eCPC if you want to manually control your
Automatically adjusts your manual bid up or bids, are using third-party bidding, or aren’t
down based on each click's likelihood of using conversion tracking.
resulting in a conversion
• Google algorithms use your CPC bid and
either increase or decrease your manual
bid by up to 100% based on the likelihood
a click will lead to a conversion, or based
on the relevancy of traffic if conversions
aren’t set up.

Ad Formats

There are two main types of ad formats you can leverage for your Display campaign:

• Responsive Display ads:

• Greater efficiency and scale :
• automatically adjust to the available ad space.
• They can run in native and non-native inventory.
• 50% more conversions at a similar cost-per-acquisition (CPA) when advertisers add
Responsive Display Ads to their image ad campaigns.

Create potentially hundreds of ads with one responsive display ad, giving you more opportunities
to connect with potential customers. 
They're a form of asset-based ads, for which you provide an ad’s assets: headlines,
descriptions, images, business name, videos, and logos. Google automatically combines the
assets into countless ad permutations to fit almost any ad space and device, continuously
optimizing for performance.
• Uploaded ads (Image & AMPHTML): 
• Greater control :  If you have exact requirements for how and where her ads will show, it may
be best to create and upload her own ads.
• This option will likely limit her reach, as uploaded ads don't have access to the same inventory
as Responsive Display Ads.
AMPHTML ads enable marketers, publishers and technology providers to deliver faster and
more secure ad experiences across all platforms by applying the principles of AMP to building
and serving ads

With the uploaded ad format, you upload fixed-size images of custom-designed ads, maintaining
creative control of how ads look in the size you choose. This may limit the people you reach, as
ads can only be shown in ad spaces that match the dimensions of your ad.  

Tip: To qualify for as many ad auctions as possible, the recommendation is to create

responsive display ads, in addition to your uploaded ads, within your ad group.

Build AWARENESS : Affinity and Custom Affinity

Affinity Audiences
With Affinity audiences, you can reach TV-like audiences based on a holistic picture of their
lifestyles, interests and passions. Choose from over 100 segments based on online behaviour.
Google's best-in-class algorithm distinguishes these users that are truly passionate about a topic
rather than those that are merely interested.

Custom Affinity Audience

If one of the 100+ off-the-shelf Affinity audiences doesn't meet your needs, create your own with

Custom Affinity audiences. This feature allows you to define and target custom-made audiences,

giving you substantive reach against niche groups of users

Influence Consideration

When you want to engage with users that are actively researching products or services, we

recommend selecting influence consideration as your Display campaign marketing objective.

 In-Market audiences

Reach potential customers while they're actively browsing, researching or comparing the types of
products you sell and are close to a conversion. Connect with those most interested in what you
have to offer, using precise segments that classify users based on their demonstrated in-market
behaviour and purchase intent.

Custom Intent audiences

If you want to create a tailored audience that isn't covered in one of our In-Market audience
segments, Custom Intent is for you! It allows you to define and reach people that intend to make a
purchase, with real-time updates. Simply enter keywords or URLs that best represent your
audience or choose from one of our auto-created audiences.

Similar Audiences
Similar Audiences finds users that are similar to an original remarketing list or other uploaded
compatible list. It finds users that are similar in profile based on their recent browsing and
interests around different topics.

Drive Action

When you want to re-engage with users that have already shown interest in your brand, we
recommend selecting drive action as your Display campaign marketing objective.

Remarketing

If someone's visited your website or app, they’ve shown an interest in your business. That

creates a perfect opportunity for you to reengage them with a Display ad.

Remarketing lets you show ads to the people who demonstrated their interest in what you offer
thanks to their visit to your website or app. It's how you reconnect with great prospects as they
browse the millions of websites and apps available on the network.
How many remarketing lists can I use within an ad group?
Recommendation: Use a single remarketing list within an ad group. 
Standard remarketing

Show ads to your past visitors as they browse network websites and use network apps.
Communicate with people who've previously visited key pages on your website across screens,
giving you a powerful new way to match the right user with the right message.

Dynamic remarketing
Work to boost your results with dynamic remarketing, which takes remarketing to the next level
with ads that include products or services that people viewed on your website. Create
dynamically generated display ads with product data pulled from a pre-uploaded feed. You can
achieve great performance by showing users products that they have seen on your website; this
requires very little effort in campaign, ads and remarketing list creation.

AUTOMATED BIDDING

1. Machine Learning: Automated bidding uses machine learning to algorithmically help you
set the appropriate bid for each and every auction. This takes much of the heavy lifting and
guesswork out of setting bids, so you can meet your performance goals more efficiently and
accurately.
2. Time saved
3. Core benefit of Google Ads automated bidding – Auction-time bidding

Awareness-based bidding strategies

You should choose this bid strategy if you want to make sure that your ad is visible for certain
queries and even at certain locations on the page.

Target impression share: This helps make sure your ads are meeting a specific impression
share threshold for a specific location on the search results page: anywhere, top of page or
absolute top of page.

Consideration-focused bidding strategies

You should choose this bid strategy if you want to drive as many clicks as possible within a
set level of spend.
• Maximise clicks: Set bids to try to get you as many clicks as possible within a target
spend amount that you choose.
 • Budget-constrained campaigns focused on driving clicks
•Drive more click volume
•Maximise traffic when extra budget is received
•Upper-funnel keywords that have high assist value in conversion

Conversion-focused bidding strategies

Choose one of these bid strategies if you're tracking post-click actions, valuing conversions
equally and looking to maximise the number of conversions.

Maximise Conversions: Drive as much conversion volume as possible within your budget.
You don't need to provide a specific cost per click (CPC), cost per acquisition (CPA) or return
on ad spend (ROAS) target.

Target cost-per-acquisition (tCPA): This strategy automatically sets bids to help you increase
conversions while reaching your average cost-per-acquisition goal.

Enhanced cost-per-click (eCPC): This strategy automatically adjusts your manual bid up or

down based on each click's likelihood of resulting in a conversion.

Revenue-focused bidding strategies

Choose this bid strategy if you're tracking the revenue or value associated with your
conversions and want to maximise it at a specific return on ad spend target.

They're a good fit if you're tracking conversion value and have campaigns that have had at
least 50 conversions in the past 30 days for Search and at least 15 conversions in the past 30
days for Display.

Enhanced CPC, Target CPA, Maximise Conversions and Target ROAS fall specifically under

the umbrella of Google Ads Smart Bidding. They're conversion-based bid strategies that

leverage an exclusive set of signals to bid at auction time.

 Autobidding strategy Campaign goal

Target Impression Share Visibility

Maximise clicks Traffic

Target CPA Conversions

Target ROAS Revenue

PERFORMANCE PLANNER

 Performance Planner is a new forecasting tool that uses machine learning to reveal the

possibilities for your Google Ads campaigns.

 With this tool, you can explore forecasts for your upcoming monthly, quarterly and

annual budgets for current campaigns, while also helping to improve your return on

investment.

 determines the optimal bids and average daily budget allocations across all of your

campaigns to help to increase the number of conversions that you can achieve for any future

spend scenario.

 Performance Planner will generate a forecast of what your campaigns will achieve for

a future period if you make no changes to your current campaigns.

 Performance Planner will improve your ROI by reallocating spend between campaigns

through adjusting bids and average daily budgets

 Performance Planner uses a combination of account history and machine learning to

power forecasts.

 Forecasting, Simulation, Machine Learning, Validation

 Performance Planner is your go-to tool for deciding the budget required to help to

reach your marketing goals. It highlights growth opportunities for your Google Ads always-on

campaigns.

Steps to use the PP

1. Create a new budget plan to learn the best bids and budgets for your campaigns to

drive incremental conversions.

2. Explore further optimisations and forecast how you can grow your business with Google

Ads.

3. Review and Implement changes prescribed by your PP plan.

4. Use on monthly basis

Optimal budgets and bids are crucial to getting the most out of your marketing budget

OPTIMIZATION tips
Once your campaign is created, review the asset report every two to four weeks to see how

your assets are reporting alongside similar assets.

✔ It's best to use single images, not collages. You can use both square and landscape

images for your responsive display ads.

✔ It’s best not to change or replace all assets more than once a week, as Google’s

machine learning still needs time to use them and see how they perform.

AUDIENCE in Display – a kind of re-engagement strategy

● Remarketing: A list of people who previously interacted with your website or App

using your own data

● Customer Match: List of people who’ve shared their data with you such as email,

phone number etc.

● Similar Audiences: Similar Audiences helps you expand your reach to new customers

who may have made similar purchases, browsed similar websites, or have similar

interests as your existing customers.

Your Similar Audiences lists are automatically created based on your remarketing and

Customer Match lists. The Similar Audiences lists automatically exclude customers

from your original lists, so you're only reaching new leads.

To influence Consideration

● In-Market Audiences: In-Market audiences are pre-built segments, such as baby and

children’s apparel. When used, you’ll reach people with high purchase intent within the

chosen segment.

● Custome Intent audiences: If you can't find the segment you're looking for in the pre-

built In-Market audiences, you can use Custom Intent. By using Custom Intent

audiences you'll be able to define your ideal audience by entering keywords, URLs, or

apps related to your business. You can then set up your campaign to reach that

audience. 

● Life Events: Use Life Events to engage customers when they’re in the midst of

important life milestones, such as college graduation, marriage, and moving, and so

most likely to change their purchase behavior.

To drive Awareness
If you’re focused on increasing sales, make sure you first have strategies in place to reengage

with current customers and reach high-intent customers, prior to any awareness initiatives.

● Affinity:

● Use Demographics to reach potential customers who are likely to be within a particular

age range, gender, parental status, or household income. Use Detailed

Demographics to reach people based on marital status, home ownership, parenting

stages, and education.