The document provides an overview of Google Display advertising, highlighting its advantages for brand awareness, cost-effectiveness, and audience engagement. It outlines key differences from search campaigns, various bidding strategies, and detailed audience targeting options. Key takeaways emphasize the importance of refined targeting and creative ad formats for successful campaigns.

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

2. 22
WordStream has partnered with
LOCALiQ to deliver results-focused,
technology-backed marketing
services to help local businesses
unlock measurable business growth.

3. 3
Susie Marino
Digital Marketing Associate
WordStream

4. 4
Kyle Taylor
Team Lead, Digital Marketing Strategist
WordStream

5. 5
Why Google Display?

6. 6
The Google Display Network: What Is It?

7. 7
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

8. 8
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

9. 9
Setting Up Your
Display Campaign

10. 10
Initial Steps

11. 11
Display Specific Steps

12. 12
Display Specific Steps

13. 13
Bidding & Budgeting
Average CPC: far less than Search keywords!

14. 14
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

15. 15
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

16. 16
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

17. 17
Targeting
Options and Strategy

18. 18
Display Campaign Targeting
Audience Targeting
Content Targeting

19. 19
Audience Targeting
● Detailed Demographics
○ Advanced demographics beyond age,
gender, and income that identify
characteristics about a user

20. 20
Audience Targeting
● Affinity Audiences
○ Based off of long-standing interests and habits

21. 21
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

22. 22
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

23. 23
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

24. 24
Content Targeting
● Display Network Keywords

25. 25
Content Targeting
● Managed Placements

26. 26
Content Targeting
● Managed Topics

27. 27
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

28. 28
Display Targeting Strategy
2. Monitor where your ads show, and consider excluding placements
(based on campaign/ad group performance)

29. 29
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

30. 30
Display Ad Formats

31. 31
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

32. 32
Responsive Display Ads

33. 33
Single Image Ads (Uploaded Display Ads)

34. 34
Key Takeaways

35. 35
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!