How to Create Google Display Ads

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A Google Display Ad is a pre-designed ad that appears on one of the websites in Google’s extensive network of participating websites. These ads have the ability to appear ahead of users while they are shopping, doing research or maybe watching videos of dogs doing tricks. they appear ahead of potential customers where they are actively browsing online and may be very effective in gaining attention and clicks.The Google Display Network can help you reach people with targeted Display ads while they’re browsing their favorite websites, showing a follower a YouTube video, checking their Gmail account, or using mobile devices and apps.

How the Google Display Network works

The Google Display Network is designed to help you find the right audience. Its targeting options let you strategically show your message to potential customers at the right place and the right time. Here are some examples of how you can approach targeting with Display ads:

A. Find new customers or engage your existing customers using audiences. Similar audiences and in-market audiences allow you to focus on people who are most likely to be interested in your products, helping you find new prospective customers. you’ll also use data, like remarketing lists, to help you re-engage people who previously visited your site.
B. Drive more conversions using automation. Automated targeting helps you get more conversions by finding high-performing audiences based on your existing audiences and landing page. By automatically optimizing over time, Google Ads can learn which audiences work for you. Automated bidding automatically adjusts your bid to assist you meet your return on investment. Smart display campaigns combine the best of automated targeting, bidding, and creatives to maximise your conversions on Google Ads.

Creating a New Display Ad

Let’s start with the basics. To launch a Display advertising campaign , first, navigate to the campaign and the ad group where you want to create a new ad. Click the red “+ Ad” button.

Display Ad

From here, select the ad type you’d like to use. You can upload your own pre-designed ad or work within one of Google’s templates.

There are a few different types of ads you can work with that have different properties, advantages and limitations.

Responsive Ads

Creating ads on the Google Display Network is partially automated with responsive ads. to make them, simply enter your ad text, then add your images and logo, and Google will optimize your ads to improve performance. (You also can use our library of images at no cost.) Both new and advanced users benefit from responsive ads because they show as “native” ads, and blend into the font and feel of the publisher’s site.
Responsive ads, introduced by Google in late 2016, allow you to upload one image and enter text for an ad that can be shown in a sort of sizes and formats. This process simplifies the need to create multiple image ad files in different sizes and allows you to easily reach a wide range of website placements.

However, you have no control over how Google chooses to display the ad, and text may be cut off in some instances. You’ll also want to upload an image which will easily represent your business at various sizes. Avoid using too much text in the image as a best practice, however Google now has no text limitations in images for display ads.

Responsive Ad

Image Ad

Using this option, you’ll either upload pre-designed ads or auto-generate ads, pulling images and copy from your site. If you’re using the automatic option, you’ll choose from a couple of templates and edit the ads that Google creates. to ensure brand consistency, you’ll modify text, imagery, and color schemes.

Of course, keep in mind that you’re still limited to Google’s own templates. Below, see examples of ads generated for Megalytic’s site.
If you’re getting to run pre-designed ads, first make sure your files meet Google’s specs. All ads should be saved as a .jpg, .png, or .gif with a file size of 150kb or less. If you’re using HTML5 to create animated ads, save the file as a .zip. Reference Google’s guidelines for more details.

Use the Upload option and browse for the files on your computer, noting that you can select multiple ads at a time. Finally, define the URL where you want to point and finalize the upload.

Ad Gallery

Next, you’ll find more Google Ads templates for building your own ads under the Ad Gallery. Google offers a number of static and animated templates that incorporate text and imagery you specify. like other templates, these allow you to quickly cover multiple sizes via a simple setup.

App/Digital Content Ad

Finally, you’ll promote mobile app downloads using either an image- or text-based ad. You’ll need to specify the App ID in the Google Play Store or Apple App Store. Once you populate text and/or imagery, your ad can now appear on mobile and tablet devices, directly linking to an app install page.

Digital Content Ad

Ad Approval Process

Once you’ve created and saved a new display ad, it’ll initially show an “under review” label. Google’s team reviews any display ads before they’re allowed to run. Generally, ads are going to be approved within 24 hours, although the process can take longer for new accounts or sensitive industries like pharmaceuticals.

If the ad is approved, it’ll automatically begin to run, accruing impressions and clicks. If an ad is not approved, you’ll receive an email with a reason for disapproval, in addition to a warning notification in the interface.

Common reasons for disapproval include:

  • Lack of a clear “border” around an ad that has a white background
  • Broken landing page
  • Use of a trademarked word for which you haven’t gotten approval cleared through Google Ads
  • Use of certain terms related to “sensitive” fields like medicine or gambling (note that some “false flags” can happen here at times)

Tips for Effective Display Ads

Now that we’ve covered creating and uploading ads, let’s mention some tips for effective ads. Since users are overwhelmed with a constant barrage of display ads, it can be difficult for brands to make their messages stand out. However, there are a few techniques that can help your ads make an impact beyond the “impression.”

Keep Text Simple

People will glance at a display ad for at most a second, or a fraction of a second, before deciding whether or to not click. you would like to quickly convey a concise message which will attract eyes without overwhelming the viewer. in the examples below, note how the Geico ad at the top communicates a simple message about savings. The loan fund ad, on the other hand, crams excessive text into a graphic, which a viewer is likely to gloss over while reading an article.

Use a Call-To-Action Button

Every ad should include a clear call-to-action (CTA) enticing the viewer to do something. Often this will be a simple action like clicking through to the site. Messages like “Get a quote,” “Contact us” or “Sign up for a free trial” are common and contain effective verbiage. Placing this CTA in a highly visible “button” generally helps to extend clickthrough rate. for example, the Geico ad contains a yellow “Click to quote” button, while the loan fund ad has no clear CTA.

Keep the Experience Cohesive with the Landing Page

Make sure your ad lines up with the messaging and imagery on your landing page. If you’re promoting a 50% discount in your ad and you land users on a product page that’s not clearly mentioning that discount, you’ll likely lose potential purchasers. If possible, use an image in your ad that will also appear on the page, whether that’s a picture of a product or a smiling person.

Use Faces

While effective imagery varies between businesses, generally, showing a person’s face will tend to draw the most attention. for example, see how different ads for the same brand contrast in the examples below. The ad showing the person is much more likely to stand out than the one that’s comprised primarily of text.

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