In this Google Ads 101 session, our experts: - Provide a clear picture of Google Display ads and their benefits. - Walk you through setting up a Google Display campaign. - Clarify ad types, image sizes, costs, and targeting parameters. You’ll leave this session feeling equipped to start your own Google Display Ads campaign that yields results.

1. Google Display 101:
Clearing the Path to Your
First Successful Campaign
Hosted by: Susie Marino & Kyle Taylor
November 18th

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WordStream has partnered with
LOCALiQ to deliver results-focused,
technology-backed marketing
services to help local businesses
unlock measurable business growth.

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Susie Marino
Digital Marketing Associate
WordStream

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Kyle Taylor
Team Lead, Digital Marketing Strategist
WordStream

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Why Google Display?

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The Google Display Network: What Is It?

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Benefits of the Display Network
1. Excellent ad network for brand awareness
2. Inexpensive average cost per click
3. Interact (and re-engage) with relevant
audiences in between searches
4. Use compelling and creative visuals
to entice users to click on your ads

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Key Differences From Search
1. Lower click-through rate and conversion rate
2. Audience targeting doesn’t allow you
to directly address a user’s intent like
search campaign keywords can
3. Unfocused audience targeting can
lead to budget being spent quickly

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Setting Up Your
Display Campaign

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Initial Steps

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Display Specific Steps

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Display Specific Steps

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Bidding & Budgeting
Average CPC: far less than Search keywords!

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Bidding & Budgeting
Automated Bidding Manual Bidding
Smart Bidding
● Target CPA
● Target ROAS
● Max Conversions
Clicks
● Max Clicks
Impressions
● Viewable CPM
Clicks
● Manual CPC
● Enhanced CPC

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Bidding & Budgeting
1. Pair your bidding strategies with where your audiences
are in the customer journey/sales funnel
Bottom-of-Funnel
● Smart Bidding
● Click-based
bidding
Top-of-Funnel
● Impression-based
bidding
● Click-based
bidding
Mid-Funnel
● Click-based
bidding

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Bidding & Budgeting
2. Ensure that you have the budget to accommodate
a large volume of clicks
○ Aim for a budget that can
accrue at least 10 clicks per day
○ With a lower conversion rate,
more clicks per day is better

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Targeting
Options and Strategy

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Display Campaign Targeting
Audience Targeting
Content Targeting

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Audience Targeting
● Detailed Demographics
○ Advanced demographics beyond age,
gender, and income that identify
characteristics about a user

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Audience Targeting
● Affinity Audiences
○ Based off of long-standing interests and habits

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Audience Targeting
● In-Market Audiences
○ Based off what users active researching and whom Google
believes are likely to purchase a product or service
● Life Events
○ Based off of recent happenings
in a user’s life
○ Can be thought of as a blending
of detailed demographics and
in-market audiences

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Audience Targeting
● Remarketing
○ Lists based off users who have previously interacted with your
website or company
○ Minimum 100 unique users for remarketing lists
● Customer Match
○ Recommended 1,000+ contacts for customer match
● Similar audiences (“lookalike”) can be created off of site visitors,
past converters, or customer match lists

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Audience Targeting
● Custom Audiences
○ Audiences based on browsing
habits, recent searches, and
purchase intent that are too
specific to fit into Google’s
selectable options

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Content Targeting
● Display Network Keywords

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Content Targeting
● Managed Placements

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Content Targeting
● Managed Topics

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Display Targeting Strategy
1. Separate your campaign into ad groups
with unique, segmented targeting
Bottom-of-Funnel
● Remarketing
● Customer Match
Top-of-Funnel
● Affinity
● In-Market
● Placements
● Topics
● Display Keywords
Mid-Funnel
● In-Market
● Remarketing

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Display Targeting Strategy
2. Monitor where your ads show, and consider excluding placements
(based on campaign/ad group performance)

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Display Targeting Strategy
3. Consider narrowing your audience by utilizing
both audience targeting and content targeting
○ May limit impressions, but allows
you to serve ads to a relevant
audience while they’re also
browsing targeted content
○ Very useful for when you have
a limited budget

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Display Ad Formats

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Responsive Display Ads
● Allows for both text and images to be used
● Utilizes machine-learning by Google to deliver
the most optimized combination of ad collateral
● Saves advertisers time by delivering
thousands of different iterations,
without the need to create ads
adhering to specific sizes

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Responsive Display Ads

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Single Image Ads (Uploaded Display Ads)

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Key Takeaways

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1. Your campaign metrics will be very different from search - and that’s okay!
2. The Display Network can be vital tool in engaging with customers throughout
the buying journey using different channels
3. Refine your targeting! Give in-depth consideration to both who your ads are
showing to (audience) and where your ads are showing (content)
4. Be creative and adventurous
Final Points

36. © Copyright 2020 WordStream, Inc. All rights reserved.
Thank you!