Google search ads allow you to reach people who are actively looking for your product or service. But what about all the people who aren’t searching? The best way to get in front of this audience at minimal cost is through the Google Display Network (GDN). Check out these webinar slides to learn: • A clear picture of Google Display ads and their benefits. • How to setup a Google Display campaign. • Ad types, image sizes, costs, and targeting parameters. • How to target even more audiences outside of the GDN.

1. The Ultimate Google Display
Ads Workshop:
Reach Millions at Minimal Cost
Susie Marino
April 15th, 2021

2. How are we different?
It’s all in the name.
LOCAL.
The heart and dedication of a LOCAL
partner, powered by a national network. Our
award-winning journalism and community
connections through 260 daily brands in 46
states across the country makes us the
largest media company in the U.S. Together,
we reach over 155 million consumers - that's
1 in 2 adult
Americans* actively seeking information on
what's happening around them - who choose
to come to us as their trusted source for local
news and entertainment.
iQ.
We match our LOCAL, trusted
brands with innovative technology
and intelligence. Our IQ.
Which, of course, is our industry-leading
technology, digital marketing services, and
tools we've built through partnership and
the strategic acquisitions of ThriveHive,
ReachLocal, SweetIQ, and Wordstream, to
help businesses across the country grow and
thrive.
Sources: Gannett Investor Relations (Note, ex-Guam there are 260 local dailies across
47 states); Comscore September 2019 de-duplicated audience report.

3. EXTENDED
REACH The passion of a local
partner, backed by the
power of the USA
TODAY NETWORK.
$82.8K
AVG HOUSEHOLD
INCOME
Confidential Source: 2020 comScore Multi-Platform //GfK MRI Media +
Fusion (Trended Nov-Dec 2019, Jan 2020/S19) – Desktop & Mobile. UVS=
Jan-April 2020
127 INDEX
INFLUENCERS
155MM+
MONTHLY UVS
260
DAILY BRANDS
REACHING
1 IN 2
US ADULTS
46
STATES
Insights from
155MM
consumers
Learnings
from
MILLIONS
of leads delivered
Wisdom
from
THOUSANDS of
client campaigns
USA TODAY NETWORK: 2020 comscore. Confidential source: comScore Multi-Platform January –April 2020

4. AGENDA
What it’s all about.
Display Advertising Breakdown
Set up,Targeting, Ad Copy
Local IQTargeted Display Network

5. 5
Susie Marino
Customer Success Specialist

6. What are Display Ads?

7. The Google Display Network

8. The Benefits of Display Ads
• Excellent for brand awareness
• Inexpensive average cost per click
• Interact (and re-engage) with relevant
audiences in between searches
• Creative visuals entice users to click
• Plenty of targeting options
• Cross-device friendly
• Can act as a supplement to other marketing
efforts

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

10. Setting Up Your
Display Campaign

11. Display Specific Steps
• Ad Scheduling
• Device Bid Adjustments
• Content Exclusions
• Frequency Management
• Targeting Expansion

12. Bids & Budget

13. Bids

14. Bidding Strategy Options

15. Bidding Strategy Options: What's Right For You?
Manual Automatic
• Allows for more control
• You set each individual keyword’s bid
• Time Consuming
• Bid Adjustments
• Can change anytime you want
• Budget friendly
•Only set at
Campaign
level
•Can vary
campaign to
campaign
•Can go above
your Daily
Budget
• Many different options (ie. Maximize
Clicks, Maximize Conversions, Target
CPA etc.)
• Saves time
• Leverages Google’s machine learning
• Can spend at a higher rate
• Bid caps for Max Clicks
• Algorithmic Learning Period

16. Display Costs
Best Practices:
• If on manual, set your Max
CPC bid low, but not too low
• Use Google's reccomended
formula to calculate your
monthly/daily budget
• Since conversion rates can
be lower, allow for a budget
high enough to aim for more
clicks per day
• Select a bid strategy that
best fits your needs and
goals

17. Targeting Options &
Strategy

18. Audience Targeting on Google Display Ads

19. In-Market, Affinity, & Detailed Demographic
In-Market
• Actively searching for
that category
• Whom Google believes
is likely to purchase
such product or service
• "Short term"
Affinity
• Long-standing
interests/habits
• Lifestyle or
months/years of such
searches
• "Long term"
Detailed Demographic
• Advanced demographic
beyond the standard
age, gender, or income
• Parents or college grads
are examples
• Timely

20. Remarketing, Similar, & Custom
Remarketing
• Website visitors or
visitors of a specific
page on your site
• Minimum 100 unique
users
• More control, can be
restrictive
Similar
• "Lookalike"
• People with
behaviors similar to
those in your
remarketing
• Google curated,
slight lack of control
Custom
• Show to people who
have visited certain
pages similar to certain
URLs, searched certain
words, have certain
interests, or visited
certain places IRL

21. Content Targeting on Google Display Ads

22. Content Targeting in Action

23. Ad Types & Formatting

24. Responsive Display Ads

25. Single Image Ads (Uploaded Display Ads)

26. Ad Format Tips

27. What's beyond the
GDN?

28. Key Takeaways

29. KeyTakeaways:
Display advertising can be
applicable in any situation and fit
any business needs.
With endless targeting options you can
execute bothTop of Funnel or Bottom
of Funnel strategies.
Targeted Display Networks can be an
alternative to Google Display Network
for even better results.

30. QUESTIONS?