Google Display Ads Tutorial 2020 Step-By-Step - Create Google Display Network Ads Campaigns

Key Takeaways

what's up everyone welcome to the Surfside PPC YouTube channel today i'll be going over google display ads so i'm gonna go through a lot of the different targeting methods you can use how to build a Google Display ads campaign and then just a bunch of the different options that you have as you are going through and building display advertising campaigns through Google Ads so you're gonna run your campaigns directly through your Google Ads account so you want to start by going to ads that Google com signing into your account or creating a new one if you don't have one already and then you're gonna come to a screen that looks something like this once you setup your account and you're also gonna have to come over here to tools and settings set up your billing if you haven't set it up already now I just recently did my Google Ads tutorial for 2020 you can find it on my channel I'll also put the link in the video description for this video you can see we have our search campaign down here so if you are running Google ads I would highly recommend getting started with search campaigns first I generally don't see the same type of performance from display campaigns you will see good performance from remarketing campaigns and I'll show you how to set up remarketing campaigns using Google Analytics and using your Google Ads account so before we get started the first thing I want to do is show you conversion tracking so if you're running any type of campaign on Google ads you should be using conversion tracking so you can actually track the key actions that are happening on your website so in your Google Ads account if you come up here to tools and settings under measurement you're gonna see conversions right here so what we want to do is we want to come into conversions under measurement so what you can see here is I have a few different conversions uploaded and you can import conversions directly from your Google Analytics account but you do need to link your Google Ads and Google Analytics accounts first so the way to do that is to come to tools and settings and you want to open linked accounts through Google Ads so we'll open linked accounts now so here in linked accounts what we're going to do is click on Google Analytics so you're gonna see there's a lot of different types of accounts that you can link directly to your Google Ads account so you want to make sure anything that's relevant for your business you have it linked to your Google Ads account because it's only gonna give you more and more data as you're setting up your campaigns so we'll click on details here under linked accounts and you'll see right here I have my analytics property farmhouse Kohl's it's a linked there's four goals seven audience lists so these are the remarketing lists that we're gonna be able to use to target people with our display advertisements and then what we can do just to make sure our link is complete is we can come back over here to analytics and you'll see we're in the admin screen here so at the very bottom left you can see where an admin and then under product linking you can see Google Ads linking so we can click here and just to make sure are both of our Google ads and Google Analytics accounts are linked this will allow us to set up conversion tracking and set up our remarketing audiences and publish them directly into Google ads so the other good thing about this is if we come back over here to Google Ads you're gonna see auto tagging is enabled so that's gonna allow us to track all of our campaigns directly into our analytics account just to give us a little bit more data about bounce rate pages per session what's driving good engagement what's driving conversions so you'll get a lot of that data in your Google Ads account but tracking into Google Analytics will just give you more and more data that you can use to improve your campaigns so what we're gonna do next is go over conversion tracking real quick and if we come back over here what we're gonna do is under view you're gonna come down here and you're going to see all website data the link we want to go to is goals so if you create goals in Google Analytics you can track these key actions on your website and then you can actually import them directly into your Google Ads account so if we come back over here to conversion actions you're gonna see that some of my conversion actions something like here with outbound clicks so if you see outbound clicks this is imported directly from Google Analytics Knewton see outbound clicks pass seven-day conversions so with Google Analytics I can track this goal and see every single source of traffic that's driving outbound clicks on my website and then in Google Ads I can actually optimize my campaign for this individual conversion action so that's why you want to set up conversion tracking because it allows you just to see when people do visit key pages on your website or take any of the key actions that are very important for your business so we come back over here to Google Analytics what we want to do is click on new goal and you can see under goal setup there are some templates here so revenue place and orders so anytime someone completes an order on your website someone creates an account submits content but what we're gonna do to make it really simple is you can come down here to custom click on continue' name your goal so let's just say sample goal and then you're gonna see goal slot ID so this is gonna be my eighth goal that I've created and what you can see is if you don't have a destination page so I'm gonna do this as a destination every time someone visits a specific page on my website I want to count it as a conversion what you can do is you can use something like duration or pages in screens per session so you can actually track the engagement that people have on your website after clicking on an advertisement so you can say okay any time someone visits my website for two minutes or more three minutes or more five minutes or more whatever you want to set it as I want to count that as a conversion because that means they've engaged with my website a little bit they're reading my content maybe they're watching one of the videos on my website you can also use pages and screens per session so say any time someone visits three pages or more I want to count it as a conversion because that means they click through my advertisement they've shopped around my website a little bit they viewed some of my articles whatever it is that your website's about people are engaging a little bit at least so you can count that as a conversion so then you know if someone's visiting and quickly bouncing you don't count out as a conversion if someone is engaging with your content you can count it as a conversion if you don't have a key action like a destination so with destination what we can do is click on continue here and we can say destination equals two and let's just say anytime someone orders something off my website they visit a page order confirmation so this is the page they're gonna go to so for this example I'm gonna be showing this from my website farmhouse goals com so let's say someone purchases something for my website the URL they're sent to is order confirmation I can say the destination equals to this page so anytime someone visits that page that means they've completed an order on my website I can set a value now depending on the type of website you have if you have a Shopify website for example you can actually just take the value in dynamically every time someone does purchase something from you so make sure you do a quick Google search if you're using Shopify or big commerce or Volusion and you're using one of these different platforms just look up Google Analytics Google Ads conversion tracking and generally most of these different companies have guides that they've published themselves so you can easily set up conversion tracking so I can say Destin equals two order confirmation click on save so this is gonna create a new goal in my account you can see right here I have sample goal it's a destination goal type so now anytime someone does visit that order confirmation page it will count as a goal in Google Analytics so then all we have to do is come back over here to our Google Ads account so we're in the conversion screens click on the plus sign and then you're gonna see start tracking conversions there's website app phone calls and then we can just import so we'll click on import here import from Google Analytics click on continue and now you'll see we have our sample goal right here so I can click here import and continue and now it's gonna add that goal directly to my Google Ads account so now I have my sample goal here and I can start tracking those conversions and start optimizing my campaigns for them so that's where you want to get started when you're running any Google ads campaign if you've already done this process you should just skip through this portion of the video but I highly recommend doing this as you're setting up your campaigns so you can actually track and optimize for the key performance indicators for your business so this is where we want to get started now the next thing if we're running Google Display ads I would highly recommend testing remarketing if you're getting traffic to your website if you're not getting a lot of traffic yet you should probably work on getting traffic first from organic search social media email marketing getting some direct traffic maybe some referral traffic from different web sites that you're working with so all of those sources of traffic are gonna help you drive more and more revenue for your business so I wouldn't recommend just putting all of your eggs in the PPC advertising basket I think it's just an important strategy for websites that are already getting traffic already getting some conversions and then what you want to do is use PPC advertising to increase those conversions that you're getting so what we want to do here is come over to tools and settings and under shared library what we're gonna do is come here to audience manager so if you haven't set up remarketing already what you can do is come to your Google Analytics account so we're gonna come back over here and what you can do is click on tracking info here and then data collection so under data collection you want to make sure this is on so data collection for Google signals means that Google Analytics will collect visitation information and I can actually import this data directly to my Google Ads account so once we have data collection turned on click on save this will enable remarketing for our website and you'll see down here under the Google Ads linking so if we click on Google ads and we click on our link group name you're gonna see some of the things they say is import goals and e-commerce transactions into Google Ads so that's what I just went over previously you can click on the learn more here if you're still having trouble doing that and then you can see here create a remarketing audience in analytics so you can click on learn more here but the way to create remarketing audiences is we're gonna come back to our admin screen and we're gonna scroll down here to audience definitions so under audience definitions and audiences this is where we can create our remarketing audiences and publish them to our Google Ads account so you can see right here type analytics Google Ads we can actually set up our audiences directly in Google Analytics and then just publish these audiences to our Google Ads account so if we come over here to our Google Ads account you'll see we already have some of these different lists here that we can start targeting people with our advertisements so we'll come back to analytics click on new audience so we'll have audience source here it's gonna be all website data so anybody who visits our website it's gonna track that person and track the pages they visit click on next step you're gonna see audience definition there's smart list all users new users returning users users who visited a specific section on my website users who completed a goal conversion and then users who completed a transaction so you can create all sorts of different audiences based on if people have visited your website before or the specific pages they visited or you could just come up here to all users and just say I want to target anybody who's visited my website and you can go up to 540 days so if I've over almost 4,500 users over the last 7 days then that means if I do a 540 day audience then I'm gonna create a large audience that I can continue to target with my advertisements and hopefully my audience will be about a hundred thousand people over the course of 540 days because that's how many unique people have visited my website and then you can see here eligibility google ads display Google ads remarketing lists for search ads Google Analytics and then external partners Salesforce marketing cloud so you can start to you these audiences in different ways to target people so they can actually see your advertisements so this is a pretty simple example to use all users 540 days you can see I just created this audience so now if I have this audience going and I can get repeat customers if for example for farmhouse decor if someone's visited my website if someone's purchased for me before I can continue to target them with advertisements especially if I'm running a limited time offer like I'm showing here so I have March sale use code March 2020 and save 20% on your order so some of the best people to target are people who have visited my website already so we're gonna come back over here to analytics we'll click on new audience and we'll come down here you could say users who visited a specific section of my website and you can see here it's gonna say page contains so what we can do is just page contains and I can say I want to target anybody who visited this farmhouse barstools page so I can choose that one and then anybody who has visited this page over the last 30 days 60 days whatever it is I can target them with my advertisements especially I'm if I have a specific promotion on barstools or something related to that so you can target all sorts of audiences with remarketing I'll go into remarketing in more detail in a follow-up video but this is how you're gonna set it up you link your Google Ads account to your Google Analytics account and then you can easily create audiences directly in Google Analytics and just publish them to your Google Ads account and then in Google Ads you can use these audiences as you set up your campaigns and I'll show you how to do that now the other thing I'll go over a little bit in this video are custom audiences so if you come to audience manager one of these tabs is remarketing and one of them is custom audiences so if we click on the plus sign here for custom audiences you can create custom affinity or custom intent audiences so intent is really probably what you want to use because it's people actively researching specific products and services affinity is gonna be people who have interests aligned with your brand so intent for example if I'm targeting people with messaging about golf clubs so I have some Golf Club sale it's gonna target people who are actively researching golf clubs for sale if I do it to a custom affinity audience it's going to be people who have an interest in Golf so they're not actively looking for golf clubs they just have an interest in golf maybe they watch golf maybe they play golf a couple of times a year but they're not looking to replace their set of clubs or they might be but it's gonna be a smaller percentage of people that are actually looking for your products and services so with custom intent you can target people who are actively researching the products and services that you have to offer so we'll click here on custom intent and you're going to see under audience name you can include people based on in market keywords so it's gonna be keywords and urls related to products and services this audience is actively researching so I could target keywords like golf clubs for sale maybe I target specific golf club websites that are selling golf clubs so people that are searching those keywords visiting those websites are probably in the market for a new set of golf clubs we could also come down here to Google search terms so with this you want to add at least 50 key words start with the keywords from your search campaigns so just export the keywords from your search campaigns enter them here so I just recently set up my Google Ads search campaign for farmhouse Kohl's calm so what I want to do is just add all those search terms in here because if people are using those search terms then I want to target them on the Display Network as well so we'll click on cancel for right now you're gonna see I have a custom intent audience if we click on it you're gonna see the different keywords that I have targeted here farmhouse accent chairs country to core accent tables bookshelf chairs coffee tables all related to farmhouse goals so this is a an audience that I can start to target with my display advertisements and it's not going to be some massive audience it's gonna be an audience where you can see here 0 to 100 km pression x' weekly so it's really not a huge audience and I can always add more keywords here to expand this audience I don't use custom affinity audiences too often I don't really use affinity audiences that often for targeting because I generally don't find the best results with them I prefer custom intent and in-market audiences which I'll go through in a little bit so if you want to create custom audiences here I would highly recommend doing that just a test just to see if you can find a custom intent audience that does help drive more leads more sales and more key actions on your website from your display advertising campaigns so now if we come back over here we're gonna get started with creating our display advertising campaign in Google Ads so we'll click on the plus sign here click on new campaign since we uploaded our conversions we have them all imported and tracking we're gonna be optimizing for leads here so I would highly recommend optimizing for sales or leads if you're using search display campaigns really almost any type of campaign you want to drive conversions that's your ultimate goal now you can see there's website traffic here you can use this there's product and brand consideration so campaign types display and video and then brand awareness and reach these might be useful if you have a large budget you're trying to get more and more impressions you're trying to reach a lot of different people with your messaging you might want to use these types of goals instead but personally for me I like to use leads and sales because even if I'm using leads it doesn't mean that every click is gonna turn into a lead I'm still gonna be reaching people and I want to reach the best possible audiences for people who are gonna be interested in what I have to sell so selecting a campaign type it's gonna be display here and then there's a couple different options you can use smart display campaigns so with this you really don't have any control over targeting so Google is going to use all the data they have about people that visit your website about people that are interested in your products and services and they're gonna try to reach them with your display ads you have standard display campaigns so in this option you can target remarketing audiences you can target in-market audiences you can target custom intent affinity pretty much anything you want to you can target topics you can choose different placements so you have a lot more options in a standard display campaign and then you have a gmail campaign and with that you're targeting people as they browse their emails if you have a gmail account you've probably seen these advertisements in your account so we're gonna get started here with a smart display campaign I'll show you this and I'll show you a standard display campaign so if you really want to keep things simple you might just want to start with a smart display campaign because then even have to worry as much about all the different targeting methods that you need to use so we'll come here enter my business website farmhouse goals calm and we'll click on continue okay so now we're gonna create our campaign you can see it's gonna say type smart and our goal is leads campaign names smart display campaign Nexus locations so I'm just gonna be targeting the United States for this you can enter any location you want to if you want to target a small market if you want to target a small radius a city a state so really whatever you want to target if you want to target multiple countries United States and Canada any types of areas that you want to target you could pretty much do it on Google display ads so this part is probably the easiest to set up in terms of your targeting what you can do here is enter another location and then set if you will just want to target a specific city or a specific area that's what you would want to target so next when we come down here there's target and exclude I choose this people in or regularly in my targeted locations and then exclude I do people in my excluded locations I don't want to target people who are showing interest in my targeted locations because it's gonna expand to people that are outside of my target market so I'm just gonna use this one right here and then exclude people in my excluded locations next is a language targeting select the languages that your customers speak so for this I'm just gonna choose English you can select your language here just by clicking here and choosing the language from the drop-down list so we'll keep coming down next is gonna be bidding so bidding is an important aspect for any type of Google Ads campaign because you're bidding for clicks to your website now when you see what do you want to focus on conversions what I can say is I want to focus on conversions set a target CPA of five dollars per conversion so ultimately they would try to get my display campaign to drive me conversions for five dollars or less now you're gonna see pay for clicks so you generally want to pay for clicks you can pay for viewable impressions I just prefer to pay for clicks that means I'm only charged when someone actually clicks on my advertisement and goes to my website now the other option is to come down here select a bid strategy directly and you're gonna see selecting my bid strategy target CPA target return on adspend maximize conversions I can also come down here and use a portfolio strategy and use one of my existing portfolio strategies here now I don't have any portfolio strategies in my library it's saying so for this what I'm gonna do is I'm just gonna use target CPA so we'll come back here back to standard strategy target CPA will set it at five I'm paying for clicks so that's gonna be the bidding that I'm using so for example if a conversion on your website let's just say is worth $100 in value to your business then you want your target CPA to be less than $100 so maybe you started at $75 and try to get it down slowly over time your target CPA should always be less than the actual value that is driven on your website so you don't want a target CPA of $125 here because that means every time you drive a conversion you're actually losing $25 so for this I'm just gonna do $5 and my goal over time it's gonna be to get this lower and lower so this will be my bidding strategy next is can we budget let's just say I want to budget $20 per day now the best way to look at your budget is for the month you won't pay more than your daily budget times the average number of days in a month you just want to multiply this by about 30 and then that means that I'm not gonna spend more than $600 for the entire month so take your monthly budget divide it by 30 and use that as your daily budget dynamic ads I'm not gonna go through that in this video but that is something I do want to go through this year so hopefully I can create a video about that in the future next is additional settings so you can set start and end dates conversions so I can actually choose specific conversions otherwise the account level include in conversion settings so that means it would optimize for every single conversion that I have imported that I have to include in conversions or I could just choose a specific conversion action here so if I click on select conversion actions you can also do one conversion here or click here to conversion action sets so this is the main conversion I want for my website giveaway thank you and outbound clicks so now we're gonna do is click on save now you can see I have my conversion action set set up these would be the conversion actions that this campaign optimizes for so show ads on all content I can actually exclude different types of content so if I don't want my ads showing for tragedy and conflict sensitive social issues so some some of these sensitive content options you might not want your ads to show below the fold embedded videos live streaming YouTube video Park domains in video so I can choose all these different content exclusion I will keep it on embedded videos in video and below the fold live-streaming YouTube video so I'll keep all these actually active I'll just get rid of the sensitive content here I could get rid of the mature audiences but I'm not worried about that right now so those will be my content exclusions and now we have our ad group so for a smart display campaign I generally just set up one ad group and just focus on creating the best possible advertisements that I can so we'll just name our ad group here and we'll just do smart display ad group targeting is gonna be automated targeting using website visitor landing page insights and my search campaigns best performing keywords to automatically target customers across the web so obviously the more data google has about your website about your search campaigns your top keywords google is gonna be able to use that information to create better targeting audiences for the people that do see or display advertisements so the more data they have about your website the better your targeting will be for a smart display campaign if you have a brand new website they're really not going to know much about what actually performs well when people visit your website so the more data they have really the better your targeting will be so now creating our advertisements what you want to do is create a responsive display ad so responsive display ads allow you to upload multiple images you can upload a video up to five videos you can do up to five headlines up to five description lines you have a long headline here you have a business name here you can set your advanced URL options I'm not going to be doing that for this video you can test a different final URL for mobile I'm not going to be doing that and then if we click on more options here you have a call to action text and you also have custom colors here so we'll set those for this specific advertisement so for my what I'm gonna be doing is sending people to my website I have this March sale use code March 2020 save 20% on your order so people visit this page they're gonna see this March sale they can scroll down and start shopping shop farmhouse goals another message for March sale keep coming down bedding decor so a bunch of different options that people can choose if they visit my website and click on my advertisements they know use this code March 2020 save 20% for the entire month of March so I want to convey that in my display advertisement so when you're creating your responsive display ad the key here is your images and logos it's gonna start by scanning your website and you can see here it pulled some of these different images from my website I'm not gonna be using any of these images these sizes really aren't the best here so the best possible sizes is to use something like a 1200 by 620 so if you just click here on this question mark you're gonna see image landscape 1200 by 628 the minimum required is 600 by 314 max file size 5000 120 kilobytes so for square they recommend 1200 by 1200 but the minimum required is 300 by 300 and then you're gonna also upload your logo here so with your logo you're gonna create a 4 by 1 so with that is 1200 by 300 and then a square 1200 by 1200 and then they have some minimum required here as well so if you're looking for some of the different image sizes now stock images I never use the stock images over here all usually usually just upload images that I own or images that I can use for advertising if I come here to stock images and let's just say a search farmhouse click on enter you're gonna see some of the different images they have here and you're gonna see the sizes so 1000 by 6 71 667 so that's a good size to use for square and for horizontal advertisements or landscape advertisements what I'm gonna be doing though is coming here to upload and I'm gonna upload 5 different images so the way a responsive display ads work is you're gonna see here choose 15 images and 5 logos to use in your ad so you can create all sorts of variations with your responsive display ads and Google is going to take the headlines that you create the videos that you upload the images that you upload and some of the different description lines and they're gonna mix and match these advertisements until they find the best possible combinations so you don't just want to create one image one headline one description line because you're limiting your testing for your advertisement the best benefit of responsive display ads is they pretty much run everywhere so any type of image size they're gonna responsively change to that image size and you don't have to worry about uploading 500 total advertisements to create all these different variations so we're gonna come here and upload our files okay so I've in five different images here and then I have my two different logos so we're gonna start with logo here when we click on use as you want to choose a logo from the drop-down list and we're gonna use this as our square logo now I can upload different variations I can do one with a black background and keep it white text so you can update your logo in different ways you can use up to five logos in your advertisement I'm just gonna be using this standard logo here click on continue and then I have my four by one logo over here so we'll use this as four by one click on continue so these will be used as my logo and then these other ones I can use for the image and I can use landscape and Foursquare so well you can move these around a little bit if you want to change them a little bit so we can do that click on continue so I'm gonna do this for the other images now okay so we have all these images that we're using both for landscape and Foursquare advertisements then we have our two logos so now we can just click on save if you have recently used images you can come over here to recently used and use some of these different images over here as well you can see I uploaded some different advertisements as an example in one of my previous tutorials but we'll just come over here to upload we have everything set click on save and now we have our images all ready to go and you'll see it's gonna start creating our advertisements even before we add any of our headlines or a long headline you'll see the way your advertisements look and you can just click through here and kind of scroll through and see the way your ads look different formats and different ways that it's gonna show up across the web so you can add a video here if we click to add a video it's just gonna say search YouTube so this could be useful for Surfside PPC if I have a video for farmhouse goals on YouTube I could use that here as well if it's just going through some of the different images of products for sale and showing the March sale at the same time you can use a YouTube URL here if we click on recently use you'll see I have some of my different videos so I can click on this and use it as a video advertisement in my responsive display ad so we'll click on cancel it just would run as a standard display advertisements you're not gonna actually get credit for video views or anything like that so if we come down here to headlines we can add up to five headlines so I generally just add five headlines because there's really no downside besides some of the text testing but over time that will just give you better results so we'll keep coming we have five description lines so now you want to fill out all this different information business name this will be an easy one farmhouse Kohl's just enter your business name here so we'll scroll to the top with headline and what I want to do is add these five different headlines so I'm gonna do that now ok so I have my five different headlines here save 20% on farmhouse decor March sale at farmhouse goals so different ones that show the actual sale some just say a sale here some say furniture some say decor so different types of wording I could do five different ones that talked about a March twenty percent off sale or different things like that but this is probably the best thing for me for creating some of my headlines have some that show the actual sale and then some that are a little bit more basic and a little bit more broad and we'll see what headlines work the best as we start to run our advertisements now one thing to keep in mind is if we come to the top here make sure you set your final URL to your landing page so for this my landing page is farmhouse goals comm / promo so we can copy this here come over to our display campaign and set our final URL so we have our final URL set we have our images and logos all uploaded we're not going to be using a video for this responsive display ad we have our headlines here we can set our long headline so we'll all set that now along with my description lines okay so I set my long headline I set my description line so I have five total descriptions five total headlines one long headline and you'll see here it's gonna start showing these advertisements with the text that I've added so the ad copy is actually showing there now and again we can keep going through these and seeing the way that they're gonna look so using the images using a headline you have the logo up here we have our description line and then we have our little call-to-action button here where people can actually click through to go to our advertisement or go to our landing page so we're gonna keep scrolling down we have our descriptions there we have our business name you can set any advance URL options here tracking templates final URL suffix custom parameter we don't need to set any of that for ours our campaign will track directly into Google Analytics so if you want to track it into a different analytics platform or if you're using any custom URLs you can set them here test you can use a different final URL for mobile I'm not going to be doing that here call to action text so right now it's set as automated what I want it to be is SHOP NOW so we'll come down here to shop now you have apply book contact us download learn more install visit site we'll do shop now keep this as English and then custom colors I'll just use a couple of brand colors here okay so now the other thing is gonna be show this add-on text and native ad placements so we'll keep that checked here and what we can do is click on add to add group so we have a responsive display advertisement created now you can create another responsive display ad if you want to the way this is set up is it's five total images all these headlines description lines so one advertisement is really gonna be a lot of different variations it's not like you're just creating one advertisement here if we click on new ad here we can upload some display ads so let's just upload some of the display ads that I've created for this campaign okay so I have some ads here I have a 160 by 600 300 by 50 mobile ad 320 by 50 mobile ad 300 by 250 728 by 90 so there's a lot of different sizes and formats you can create you can see them all here I would recommend creating as many of these as possible for your display ads but what I found especially with a lot of my recent campaigns is that my responsive display ad tends to show the most often it tends to perform the best so if you have a responsive display ad you don't need to upload these types of display ads but there's really no downside to creating more advertisements because again it's just gonna keep testing and optimizing your ads so the more that you upload really the better your campaign will perform especially if you're uploading some of these larger sizes here so you'll see a 970 by 250 billboard we have a 930 by 180 top banner there is a 300 by 600 300 by 1050 so there's a lot of different options here the ones that I have uploaded are just these five different sizes so they might run a little bit and we'll see if they perform decent but they're not the greatest advertisement so if we click on it 20% off March sale shop now pretty simple people aren't gonna read a huge display advertisement so you really just want what your promotion is call-to-action make sure you include your logo brand name or something like that because it's just gonna help as more and more people see your advertisements they'll connect them to your brand to your website and hopefully purchase something from you eventually so we have our landing page set here to promo we have our display ads uploaded so we can click on ads a group so now we have our responsive display ad we've created some of these banner ads and what we can do is click on create campaign and it's gonna launch our smart display campaign okay congratulations your campaign is ready so pretty simple we can click on continue to campaign and now you can see we have our smart display campaign our smart display at group so for this campaign you really don't need to create multiple ad groups if you're uploading a lot of different advertisements you can create multiple ad groups but if we create a different ad group you're gonna see targeting is automated targeting so it's really gonna be the same targeting in our other ad group and you're gonna see all we're gonna do that could be a little bit different is create different ads but you're probably better off just keeping it all in one ad group here unless you really want to do a testing for different advertisements or if you have multiple landing pages you can also use a different ad group for some of those different landing pages otherwise this campaign is pretty much all ready to go we can let it run for a little bit and see how it's going to perform for us so we'll come back over here to all campaigns and you're gonna see right now we have our smart display campaign we have our farm out school search campaign so the last thing I want to go through in this video is some of the different display targeting options if we're not going to be running this display campaign so what we can do is click on pause here just pause my smart display campaign for right now click on the plus sign create a new campaign again we're gonna be doing leads display and instead of a smart display campaign here we're gonna choose a standard display campaign select the ways you'd like to reach your goal so under our business website far Mouse goals comm click on continue okay so now we're going to be creating a standard display campaign with the goal of leads so I'm gonna go through this a little bit quicker so with locations will do United States again people in or regularly in my targeted locations so we'll keep coming down set your language targeting bidding so I'm just gonna do the same bidding that I did previously we want to focus on conversions so you can also do select a bid strategy directly I can use manual CPC here and help increase conversions with enhanced CPC so that might be what I want to do for this specific option because then I can set my own bids keep my bids really low because generally what I find with display campaigns you're gonna get the best results by setting really low bids and driving as many clicks as possible because you're just not gonna see these 5 6 7 % conversion rates when you're using a Google display ads campaign at least not in my own experience so I'm gonna use manual CPC and will help increase conversions with enhanced CPC so I'm paying for clicks but it's really gonna be a focus on conversions because of enhanced CPC and my conversion tracking that I have set up so next will be budget so let's just set the budget the same that we did previously at $20 per day delivery method you can choose standard or accelerated I just always keep this as standard under delivery method additional settings ok so add rotation optimize prefer the best performing ads we can do not optimize rotate ads indefinitely so if you're trying to test for a little bit you can do not optimize and choose this I'd like to just choose optimize there's also optimized for conversions not supported rotate evenly not supported so for right now just optimize prefer the best performing ads so ad schedule all day you can set an ad schedule if you only want them to run let's say Monday through Friday 9:00 to 5:00 something like that you can set when your ads actually run start and end date so if you do want to set an end date if you do want to schedule this campaign for the future so for example if I'm running an April sale I can create my campaign today and just have it start on April 1st and on April 30th devices I'm gonna have it show on all devices you can set specific targeting for devices first standard display campaign frequency capping so they're gonna have here let Google Ads optimize how often my ads show recommended I can also set a limit so limit impressions for the whole campaign to the same user to let's just say five impressions per day so that just means that someone's not going to see my advertisements over and over and over throughout the day 10 15 20 times although the way Google ads is set up is if someone's not clicking on your advertisement every day for 10 20 ad impressions eventually they're not gonna see your ads as much I like to set a limit here just because it gives me a little bit more control over who sees my ads and I make sure that I'm not targeting the same person over and over campaign URL options dynamic ads conversions content exclusions so conversions what we'll do here is I'll do the same thing I did previously choose conversion action to the campaign select conversion actions again come over here to conversion action sets kind of hard to see the text here isn't really the greatest but if we click on conversion action sets I'm going to use my 2020 conversion click on save so now we can keep scrolling down content exclusions I can do the same thing I did previously so for this I'll just get rid of sensitive content will leave the other content types wide open digital content labels wide open ok so now we have our ad group one so I'm not gonna name this ad group for the time being I'm just gonna go over a lot of the different targeting you have here now if we keep scrolling down there's gonna be demographics here there's gonna be content targeting we have targeting expansion and then here's where we set our at in hand CBC bid for this ad group so what I recommend doing is setting Biz really low as you get started so let's just say I set 15 cent bids as I get started I can always increase this to make sure that I'm spending my twenty dollar daily budget you can always increase bids later and I highly recommend getting started with a lower bid and then you're also gonna see over here my estimated performance so they're gonna give me a little bit of a forecast over here so how many clicks average cost per click impressions based on my daily budget of $20 and a bid of fifteen cents and then you're gonna see click-through rate over here as well so hopefully I can drive as many clicks as possible for twenty dollars that's ultimately my goal so hopefully some of those clicks do turn into conversions now again coming down here to display ads I'm not gonna go through display ads exactly like I did previously your it's gonna be the same exact process you upload your images I can actually just copy my advertisement for my other campaign and paste it for this campaign I can upload the same display ads so for right now what I'm gonna do is just go over targeting and kind of what I kind of recommend as I'm creating my targeted audiences so we have our ad group here we start with audiences so to collapse some of these things you can target audiences you can target demographics and then you can also set your content targeting here as well so narrow my reach with keywords topics or placements so what I recommend doing is getting started here in audiences and coming over to browse so if we click on browse you're gonna see four different options here detailed demographics affinity and custom affinity in market life events and custom intent and then remarketing and similar audiences if your main focus is driving leads and sales which it probably is then you really want to start at the bottom here with remarketing and similar audiences so how they've interacted with my business what I would do is recommend coming down here to these website visitors and targeting website visitors so if I say all users over the last 540 days it's gonna target just this one audience and I would just set this one audience here I wouldn't narrow it by demographics I wouldn't narrow it by content you can set targeting expansion here I would just turn this off for remarketing you're gonna see here my available impressions is zero because I just created this audience yesterday so it's still populating it will increase over time but this is how I would set it up I would just target this ad group with this one audience here and then I would set my advertisements at the bottom and launch my campaign down here at the bottom so if I'm targeting audiences I usually try to keep it as focused as possible especially if I'm using remarketing I don't really narrow down demographics or anything else you can I mean it's really a matter of preference if you only want to target let's just say we come here in here to demographics I only want to target male within 25 to 64 let's just say for this specific messaging that's what I want to do you can do that for your targeting so we'll come back over here this is how you would set up remarketing campaigns so you just come here to browse you go to your website visitors any of the Kim any of the audiences that you've created you can add to your ad group and target them with your display advertising campaign that's gonna give you the best performance so coming in here to browse starting at the bottom this will give you the best performance in terms of leads in sales targeting remarketing audiences and then you can also target some of these similar audiences here as well these are audiences that are automatically created by Google Ads based on your website visitor audiences so similar you're gonna see similar to all users they're gonna create an audience that's gonna be as similar as possible to the people that are visiting my website so this is really where you would want to start trying to drive leads and sales the next thing I would recommend testing is in market and custom intent now if you're creating display advertising campaigns what you probably want to do is create a completely separate remarketing campaign and then what I would do is create another display campaign that's targeting these in market life events custom intent audiences I truthfully don't really target detailed demographics very often or affinity and custom affinity they're useful for really large budget clients that say hey I want to spend five thousand dollars a month five thousand dollars a year whatever it is on display advertising campaigns because I believe that people who see our display ads interact with our display ads are eventually gonna become customers over time so if you have a very large business and you're trying to kind of do more brand awareness and get people more and more interested in your brand over time let's just say for example Pepsi is my client and Pepsi saying okay we're releasing a new flavor this is where display advertising can really come in handy because they're willing to probably spend thousands of dollars to get some of that messaging out there same thing if you look at Doritos if they're releasing a new flavor or something like that or if you have a large restaurant across the entire country that has a specific offer they want to promote this is where display advertisements could come in handy especially to affinity and custom affinity audiences simply click here and we come to affinity audiences let's use food and dining as our example we click here coffee shop regulars so this just means someone who visits a coffee shop frequently so if I'm selling coffee and my main goal is leads in sales it's probably not going to be the best way to drive people to my website and get them to actually purchase my coffee however if I'm Dunkin Donuts and I'm trying to put out some type of promotion to a large audience that has an interest in coffee then this is what I would do same thing with fast food cravers down here so if Taco Bell is releasing some new type of product they want to get that