Google Display Ads “help you reach customers at all points of the buying cycle, from discovery to purchase” according to Google Ads on Youtube.
By using Display Advertising, you can reach people who may not be actively looking for your business, buy have a strong will to buy.
How to Set Up A Successful Google Ads Display Campaign
Step 1: Ensure You are Using a Google Ads Site-Wide Global Tag
By ensuring you use Google Ad’s site-wide global tag, you can track conversions as well as enabling re-marketing.
Google Ad’s site wide global tag can be shown by –> <!- Global site tag (gtag.js) ->
Step 2: Use reCAPTCHA to Protect Against Spam
If your client is focused on lead generation, use reCAPTCHA to protect your site from Spam to ensure you are getting quality conversions.
Step 3: Allocate Enough Funds to the Display Strategy
If you choose to go with a display campaign, make sure that you allocate enough funds to make the display ad spectacular. If you don’t allocate enough funds, this can lead to performance issues as well as you won’t be able to enter auctions that could potentially lead to conversions.
Google’s new Smart Display Campaign is the most effortless way to win customers over using Display. Smart Display Campaigns automatically adjusts your bid, creatives and target audiences in real time. What Google needs from you in order to do this is your bid strategy, campaign budget and creative assets.
The first step to creating a Smart Display Campaign is figuring out which bidding strategy you will use. Will it be maximize conversions? Target CPA? or Target ROAS?
If you choose maximize conversions, it will automatically set the bids to help you get the most conversions out of your budget.
Target CPA helps you by setting bids to help you get as many possible conversions at a target “cost-per-action” that you set when you setup the campaign. The nice thing that Target CPA does is allows you to choose between paying for conversions or clicks.
Target ROAS lets you bid based on a target return on ad spend. Only use this strategy if you would like to either track conversion values or would like to optimize for value rather than the amount of conversions.
Each circumstance and/or case is different, so make sure to choose the one that aligns the best with the goals of your client.