Unknown Facts about Video Display Campaign
In my previous article, I have talked about some of the facts that you need to know about Video Ads campaign. In this article, I want to talk about some of the facts that you need to know about video display campaign. Follow me as we are going to look at that together in this article,
To create a display campaign:
- Log in to your AdWords account and navigate to Campaigns on the left of the screen.
- Click the + button and then select New campaign and for ‘Campaign type’, select Display Network.
- Select your campaign goal
- To begin with, we will just choose standard display campaign. You will be prompted to create an ad group, and it is within your ad group you will create your ads and apply your targeting later.
- Click Save and continue.
During your initial campaign creation, you will need to apply basic settings at the campaign level, which is the first layer of targeting you will apply to the whole campaign.
This also means you might have to create multiple campaigns if you would like to vary any of these settings as part of your activity.
- Geographic Targeting: Which area, city, country do you want your ad to be shown in?
- Language Targeting: What language are your customers speaking?
- Device targeting: Desktop, mobile and tablet.
Also during campaign set up, you will need to decide your delivery settings, putting in place circumstances your advertising will run in, including when, how, and how often.
Like with a search campaign, you can apply a setting that determines how quickly you want Google to use your budget each day: either spread throughout the day (standard) or more quickly (accelerated).
- Standard delivery: The recommended and default option and will try to show your ad throughout the entire day to make sure that you don’t spend your whole budget in the morning and cause your ads to stop showing for the rest of the day. This makes sure that your ad is potentially always available, as long as your budget has room to receive clicks and has the greater potential to be shown to people who are more likely to click on your ad.
- Accelerated delivery: Tries to show your ads more quickly until your budget is spent, at which point your ad will stop showing. This option is mostly used by advertisers who have a larger day budget or with a very short running campaign, such as stores who are advertising a sale or close to an event.
- Ad schedule: Choose the dates your campaign starts/finishes, and schedule to run 24 hours a day 7 days a week or choose today part depending on your campaign goals.
- Frequency capping: Limit the number of times your ad will appear to the same user in a period of time or over the course of the campaign.
- Ad rotation: Optimize for best-performing ads or rotate ads evenly.
Note: It’s best to apply standard delivery for most campaigns. Accelerated delivery can lead to budget overspends if applied incorrectly on the Google Display Network.
We will start creating a responsive ad, which is the format that gives us the most options in terms of potential inventory.
Create a new ad in Google AdWords at the ad group level, within an ad group. You can then copy the same ad into more ad groups at a later time.
- Navigate to the Ads tab on the left of the screen, click + Ad.
- Select Responsive ad. The steps on-screen will prompt you to upload your creative assets.
- You can crop 1 image to landscape and square format, or use 2 different images. You can upload your images, scan them from your website, or select from the Google free library of stock images. You have the option to upload a logo if you choose. Avoid using images with a lot of text. Text may cover no more than 20% of the image.
Complete your ad information – short headline, long headline and description:
- Write a short headline (Max. 25 characters): The short headline is the first line of your ad, and appears in tight ad spaces where the long headline doesn’t fit. Short headlines may appear with or without your description.
- Write a long headline (max. 90 characters): The long headline is the first line of your ad, and appears instead of your short headline in larger ads. Long headlines may appear with or without your description.
- Write a description: The description adds to the headline and can be your call to action. It can be up to 90 characters and may appear after the (short or long) headline.
- Enter your business name: This is the name of your business or brand.
- Enter a final URL: where people will go when they click on your ad.
- Preview your potential ads on the right-hand side. Because responsive ads are built to reach across almost any ad space on the Display Network, they can be shown in thousands of layouts and the preview that you see will only show you a small array of the possibilities.
- Save your ad
With thousands of potential ways your ad can appear when it is served online, there are a few considerations to make when creating your ad.
- Use clear, concise messaging – something that can be easily interpreted on its own
- Consider how the headlines, body copy and images work across all formats – don’t design with just one ideal scenario in mind
- Use a call-to-action (CTA) so engaged users know how they find out more or interact with your ad
- Check how your responsive ads look in different ad placements via the preview window on the right of your screen so you know how your brand will be represented online
Create an image ad (non-responsive) by following the below steps in Google AdWords:
1. On the expandable navigation panel on the far left, make sure you’re at the “All campaigns” or “Display campaigns” level.
2. Go to the “Ads and extensions” page and click the plus button.
3. Select “Upload display ads”.
- Select an ad group to upload your image to.
4. Create your ad with the template or upload it.
5. Click Save.
Be aware of the guidelines when manually creating ads for different size formats:
- Upload the correct size dimension – you will not be guaranteed to be shown on the placement you prefer if the website owners do not allow for that size and style.
- It is advised to always include one text ad for the GDN in your Ad group as many display partners do not allow image ads on their websites but do allow text ads. This way you make yourself more eligible to be shown on the GDN.
- Do not exclude websites that only allow text ads.
I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.
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