What are Google Display  campaigns?

;Google Display campaigns are a form of visual advertising that serves ads on websites and apps across the Google Display Network (GDN). The GDN encompasses over 2 million websites and reaches over 90% of internet users worldwide. These ads can be static images, animated GIFs, or even interactive videos – with a number of sizs enabling a wide variety of placements. Google Display also offers a variety of effective targeting options to make sure your campaigns are driving highly qualified users to your site.

Google Display has always been a great, affordable way to raise or maintain brand awareness among your target audiences, leveraging Google’s expansive audience data. This was valuable, but it was rarely a part of media plans focused on driving on-site conversions of some kind. Lately though, we have seen a display campaigns drive conversions at a rate that sometimes even rivals paid search campaigns. When this tactic is drving affordable impressions AND real value on the site, it beomes a critical piece of any campaign.

Benefits of Google Display Campaigns

One of the main benefits of Google Display campaigns is their targeting options. You can target your ads to people based on their interests, demographics, and online behavior.

Here are some of the different targeting options available for Google Display campaigns:

• First-party data: This is data that you have collected about your own customers, such as their email addresses & webiste activity. Google Display allows you to stay in front of those users with key messages.
• Demographic info: This includes information such as age, gender, location, and interests. You can use demographic info to target your ads to specific groups of people.
• In-market audiences: These are people who Google has identified as being interested in a particular product or service. You can target your ads to in-market audiences to reach people who are already considering buying what you have to offer.
• Keyword & Contextual Targeting: Serve display ads alongside content that is related to your product or service, and surround users who have been recently searching your keywords with relevant messaging.

By using the right targeting options, you can ensure that your ads are seen by the people who are most likely to be interested in what you have to offer.

Creative Specs for Google Display Ads

We prefer using GIF or image ads or for our display campaigns. We’ve got the basic specs below, but you can find more detail from Google here.

• File size: The maximum file size for .gif and image ads is 150KB.
• Image format: Supported image formats include .gif, .jpg, and .png.
• Image dimensions: The following image dimensions are supported:
  • 300×250
  • 300×600
  • 728×90
  • 160×600
  • 180×150
  • 320×50
  • 336×280
  • 970×90
  • 468×60

It is also important to create ads that are visually appealing and relevant to your target audience. Use high-quality images and videos, and make sure your ad copy is clear, concise, and persuasive.

Here are some additional tips for creating effective .gif and image ads:

• Use strong visuals: Your ads should be visually appealing and eye-catching. Use high-quality images and videos that are relevant to your target audience.
• Keep your text short and to the point: You have limited space for your ad copy, so make sure it is clear, concise, and persuasive. Focus on your key selling points and what you want people to do next.
• Use a call to action: Tell people what you want them to do, whether it’s visiting your website, downloading a piece of content, or making a purchase.
• Test different variations: Once you have created some ads, test different variations to see what performs best. Try different images, videos, and ad copy to see what resonates with your target audience.

Budget for Google Display Campaign

You don’t need a massive budget to test a Google Display campaign. We have seen meaningful results from budgets as low as $500 per month – and we’ve seen those results scale to justify significantly higher budgets. We often start out with display representing a relatively small portion of the overall budget, but end up justifying significant increases in the investment. As always, the key is continuing to test and optimize towards the tactics that are driving real results for your business.