Google Ads Display Certification
Deep Understanding of User Mindset
Google analyzes user activity across our owned and operated properties and over three million website and app partners to generate a clear understanding of user preferences
Optimize Your Campaign: Ad Extensions
Include even more information with your ads, such as location details, links to pages on your website, and your phone number
Components of Smart Display Campaigns: Automated Bidding
Instead of bidding manually, you specify a Target CPA or Target ROAS you'd like to achieve and Google will manage the CPC bids on a per-auction basis, based on the likelihood that the auction will generate a conversion
Standard Display Campaign: Bidding
It's important to choose a bid strategy that reflects your marketing objectives. There are four main bid strategies you'll be able to choose from when you use Smart Bidding: Enhanced CPC: Automatically adjusts your manual bid up or down based on each click's likelihood to result in a conversion Maximize Conversions: Drive as much conversion volume as possible within your budget Target CPA: Automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal Target ROAS: Automatically sets bids to help get as much conversion value as possible at the target return on ad spend you set
Components of Smart Display Campaigns: Automated Targeting
Targeting optimizes where the campaign runs, which means ads increasingly show where they'll get you the most business. Smart Display campaigns drive remarketing and prospecting alike
Optimize Your Campaign: Bidding and Budget Settings
Your bid strategy controls how you pay for users to interact with your ads. Your bid limit is the most that you'll pay per click for ads in an ad group, and your budget is the average amount that you're comfortable spending each day on your campaign. The budget that you choose is entirely up to you, and you can adjust it at any time
How to use Performance Planner
learn: drive incremental conversions explore: forecast how to grow your business do: review and implement changes repeat: use planner on a monthly basis for best results
Specialized Campaign Types
local, hotel, discovery
Automated Bidding: Benefits
machine learning, time saved, auction-time bidding, depth of signals used and cross analysis
Value: Measurable Performance
maximize results with Google Display Ads Measurable Performance
Value: Easy Campaign Set-Up
once objective has been indicated, google display ads will bring you the features and options that are relevant to what you want to do
Three Principles: Results
pay only for results, like clicks to your website or calls to your business. Our measurement tools make it easy to see how your site, apps, and ads are performing. Plus, smart technology lets you create, manage, and optimize your campaigns so you can get the most out of your investment
Bidding: Key Factors
performance, auctions, user journey complexities
Value: Powerful Intent Signals
place ads against the most relevant content, driving your marketing results
Google Display Ads Value
powerful intent signals, massive scale, measurable performance, easy campaign set-up
Fueling Business Goals: Build Awareness
reach a broad audience and maximize exposure
Google Ads: Three Principles
relevance, control, and results
Value: Massive Scale
run your ads and connect with your audience through gmail, youtube, and millions of other websites
Campaign Setting Recommendations
search manual cost-per-click or enchanted CPC campaigns search maximize clicks or maximize conversions campaigns search target CPA or target return on ad spend (ROAS) campaigns
Campaign Types
search, display, video, shopping, and app
Smart Display Campaign: Benefits
simplicity, insights, scale
Smart Display Campaigns: Scale
smart Display campaigns run across the three million websites and apps available on Google Display ads, including AdMob and Google owned and operated properties such as YouTube
Campaign Type: Shopping
Shopping ads appear on Google Shopping next to search results and near text and responsive ads. Shopping ads promote your products by giving consumers detailed information about what you're selling before they even select your ad Use a Shopping campaign to advertise your online and local inventory, boost traffic to your website or local store, and find better-qualified leads ex: Homebook
How does Performance Planner forecast campaign performance?
forecasting, simulation, machine learning, validation
Components of Smart Display Campaigns: Automated Creatives
Ads are automatically generated from the building blocks you provide, like headlines, descriptions, logos, and images. They responsively fit into almost all ad slots across Google Display ads. Note: Smart Display campaigns can also use your data feed to render dynamic ads based on the items in your feed
Campaign Types: App
After a simple setup process, App campaigns run ads across Google's largest properties, including Search, Play, and YouTube, as well as thousands of mobile sites and apps. Your ads and bids are automatically adjusted to get the most downloads. Just add a few lines of text, a bid, and some assets, and the rest is optimized to help customers find you With an App campaign, you can increase engagement, app installs, and even in-app actions, like signing up for a newsletter or ordering a product ex: OPAP
What is Automated Bidding?
Bidding is a key success factor for online marketing, and the bid strategy you choose directly influences how your campaigns perform and how visible your ads are in the unique moments that are important to your business. Google Ads offers several bid strategies that are tailored to your marketing goals and different types of campaigns. Depending on your focus, you can determine which strategy is best for you.
Bidding: Performance
Bids influence how visible your ads are and the amount of interaction you get in each unique moment. If you don't bid efficiently, you could miss valuable conversions
Smart Display Campaigns: Simplicity
Create your campaign in minutes by providing just three inputs: budget, bid, and creative assets. Then, rely on multiple Google machine learning technologies to provide ongoing optimization and find you as many customers as possible
What are image ads?
Created outside of Google Ads (in Google Web Designer, for example), image ads are uploadable as a .zip file into Google Ads. Image ads only run in banner-eligible slots, which has limited scale relative to Responsive Display Ads. Note: In order to qualify for as many auctions as possible, it's recommended to have both Responsive Display Ads and image ads in your Display campaign.
AMPHTML Ads: Key Benefits
Faster ads drive better performance: AMPHTML ads are 6x faster than regular ads on AMP pages, making them more viewable, more effective, and more likely to perform well. Lighter ads can lead to better ad experiences: AMPHTML ads are 3x lighter in load and rendering than regular ads which may result in users having a more positive experience with your brand. Safer ads build trust in your brand: AMPHTML ads need validation before they're served, reducing the risk of malware and building trust in the brands users are engaging with
Bidding: Auctions
Given the dynamic nature of our auctions, the appropriate bid can often be a moving target that's challenging to reach at scale when using manual bidding.
Campaign Type: Display
Google Display ads can appear across a network of more than two million sites and apps, reaching 90% of people on the internet. Your ads get matched to content related to your business or to your customers' interests. Use a Display campaign to increase exposure and reach audiences with specific interests across the web ex: Trivago
Effective Use of Machine Learning
Google uses advanced machine learning capabilities to bring best-in-class automation, bidding, and targeting to reach users at just the right moment
Unique Insights
Google's proprietary, real-time view of context and user behavior on our owned and operated properties and across the web powers our unique understanding of user intent and our full audience suite. Reach users in the moments that matter
Influence Consideration: Custom Intent Audiences
If you want to create a tailored audience that isn't covered in one of our In-Market audience segments, Custom Intent is for you! Define and reach people that have the intent to purchase, updated in real-time. Simply enter keywords or URLs that best represent your audience or choose from one of our auto-created audiences
Bidding: User Journey Complexities
Many signals influence user behavior. Their intent and likelihood to complete valuable actions for your business vary based on location, time, device, and so on. Taking all these signals into account for every auction and bidding can be done through automation
Responsive Display Ads: Reach
Multiple assets can be uploaded per asset type, such as headlines, logos, images, and videos. The ads that Google assembles automatically adjust their size, appearance, and format to fit just about any native or non-native ad slot
Performance Planner vs Recommendations Page
On the Recommendations page, you can apply optimization suggestions to help improve your campaigns. Whereas Performance Planner is your go-to tool for deciding the budget required to help reach your marketing goals.
Campaign Setting Recommendations Note
Performance Planner is a planning tool and does not optimize in the Google Ads front end toward forecasted KPIs. Unpredictable external factors in a dynamic auction environment can mean Performance Planner forecasts may have discrepancies, so it's important to continually monitor performance and optimize toward performance targets
Influence Consideration: In-Market Audiences
Reach potential customers while they're actively browsing, researching, or comparing the types of products you sell and are close to a conversion. Connect with those most interested in what you have to offer, using precise segments that classify users based on their demonstrated in-market behavior and purchase intent
Optimize Your Campaign: Device Targeting
Reach your customers on any device, including desktops, tablets, and smartphones
Drive Action: Remarketing
Remarketing lets you show ads to the people who demonstrated their interest in what you offer with their visit to your website or app. It's how you reconnect with great prospects as they browse the millions of websites and apps available on the network.
Drive Action: Standard Remarketing
Show ads to your past visitors as they browse network websites and use network apps. Communicate with people who've previously visited key pages on your website across screens, giving you a powerful new way to match the right user with the right message
Influence Consideration: Similar Audiences
Similar Audiences finds users that are similar to an original remarketing list or other uploaded compatible list. It finds users that are similar in profile based on their recent browsing and interests around different topics
Standard Display Campaign: Ad Formats
There are two main types of ad formats you can leverage for your Display campaign: Responsive Display ads: Greater efficiency and scale Uploaded ads (Image & AMPHTML): Greater control
Why should you plan your Google Ads budget about a month in advance?
Understand the future spend potential of current Google Ads campaigns to help drive budget decisions Take advantage of seasonality to capture incremental opportunities Set optimal bids and budgets across your campaigns to help ensure that ROI performance is maximized Find new opportunities to grow your sales volumes with Google Ads
Standard Display Campaign: Targeting
When building your first Display campaign, there are three marketing objectives you'll be able to choose from: Build awareness: Increase how well people know your brand. Influence consideration: Encourage people to explore your products or services. Drive action: Get sales or leads by motivating people to take action.
Responsive Display Ads: Automation
When you create a Responsive Display Ad by uploading different assets into Google Ads, Google uses a machine learning model to determine the optimal combination of assets for each ad slot based on predictions built from your performance history
Campaign Type: Video
With Video ads, you can reach the right audience at scale and capture their attention. Show your ads on their own or within other streaming video content on YouTube and across Google's network of websites and apps. Only pay when people choose to watch your ad Video campaigns help you bring your business's story to life. They engage customers in different ways, like showing ads before their favorite music video or while they're researching an upcoming purchase ex: Telecom Egypt
Drive Action: Dynamic Remarketing
Work to boost your results with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website. Create dynamically generated display ads with product data pulled from a pre-uploaded feed. You can achieve great performance showing to users products they have seen on your website, with low effort in campaign, ads, and remarketing lists creation.
Smart Display Campaigns: Insights
You receive all standard Google Ads reporting and then also get new, supplemental reports based on insights that allow broad, strategic management instead of daily micromanagement
What is the Google Ads Performance Planner?
a new forecasting tool that uses machine learning to reveal the possibilities for your Google Ads campaigns. With this tool, you can explore forecasts for your upcoming monthly, quarterly, and annual budgets for current campaigns, while also helping to improve your return on investment
Automated Bidding: Machine Learning
algorithmically help you set the appropriate bid for each and every auction. this takes much of the heavy lifting and guesswork out of setting bids
Automated Bidding: Depth of Signals Used and Cross Analysis
algorithms integrate a large variety of signals and consider new ones to evaluate user intent. they also go a step beyond traditional signal analysis by recognizing and adjusting for meaningful interactions between combinations fo signals while constantly considering new ones
Automated Bidding: Time Saved
alleviates strain of cross referencing audience data with context to establish intent and set the appropriate bid
Who should run Smart Display Campaigns?
anyone who is new to display advertising and wants a highly performing campaign
Campaign Types: Search
appear next to Google search results and on other Google partner sites, like YouTube, when people look for businesses like yours. With a Search campaign, you can make sure potential customers notice your brand, consider your products, and take action ex: La Quinta
Components of Smart Display Campaigns
automated bidding, automated targeting, automated creatives
Responsive Display Ads: Key Benefits
automation, reach, simplicity
Automated Bidding: Auction-Time Bidding
bidding algorithms tailor bids to each users' unique context, using relevant signals present at auction time. allows for bid differentiation, with a high degree of precision based on the conversion opportunity of each auction
Fueling Business Goals: Get Leads
boost conversions by encouraging people to take action
Responsive Display Ads: Simplicity
by using Responsive Display Ads, you can reduce your overhead for managing ad portfolios within ad groups and campaigns and dedicate more time to performance improvement
Image Ads: Key Benefit
complete creative control: You can develop these ads yourself using templates to decide how best to combine your different images, text, and logos.
Performance Planner Best Practices
create separate plans for each marketing objective set bids and budgets using non-last click conversions regularly check your plan
Build Awareness: Custom Affinity Audiences
create your own to allow you to define and target custom-made audiences, giving you substantive reach against niche groups of users
Intent Signals and Machine Learning
deep understanding of user mindset, effective use of machine learning, unique insights
Build Awareness Targeting Options
demographic targeting, affinity audiences, custom affinity audiences
How does Performance Planner work?
determines the optimal bids and average daily budget allocations across all of your campaigns to help increase the number of conversions you can achieve for any future spend scenario
Specialized Campaign Types: Hotel
display hotel prices and availability on Search, Maps, and Assistant to connect you with the millions of travelers actively searching for you
Targeting Options
display targeting, build awareness, influence consideration, drive action
Campaign Setting Recommendations are set up to help
drive maximum conversions and the most efficient return on your investment for your targeted budget
How can Google Ads fuel your business goals?
drive sales, get leads, increase website visits, influence consideration, build awareness, promote your app
What are AMPHTML ads?
enable marketers, publishers, and technology providers to deliver faster, and more secure ad experiences across all platforms by applying the principles of AMP to building and serving ads
Build Awareness: Demographic Targeting
enables you to show ads to users based on a combination of declared inferred data. you can target based on age, gender, and parental status
Fueling Business Goals: Influence Consideration
encourage people to explore your products and services
Performance Planner Process
generate a forecast of what your campaigns will achieve for a future period, if you make no changes to your current campaigns. This forecast is represented by the grey dot Using Google's seasonality data and insights, Performance Planner will predict the results if you use optimal bids and average daily budgets across your campaigns to maximize the number of conversions for any future spend scenario. These results are represented by a blue line. When you choose a spend point on the blue line, Performance Planner will improve your ROI by reallocating spend between campaigns through adjusting bids and average daily budgets. See these changes in the campaigns table or via CSV download.
Fueling Business Goals: Increase Website Visits
get the right people to visit your website
What are Responsive Display Ads?
give you the ability to upload your own assets and create ads that serve in all ad slot sizes, into both native and non-native inventory. Simply upload your assets (images, videos, headlines, logos, and descriptions), and Google will automatically create ads. They're built for performance, reach, and scale.
Three Principles: Control
gives you complete control over your budget. You choose how much to spend per month, per day, and per ad. Based on your settings, Google Ads uses a lightning-fast auction to determine which ad to show. If you want to change your strategy, you can easily adjust your ad, modify your budget, or pause and restart a campaign
Fueling Business Goals: Drive Sales
grow online, in-app, in-person, and over-the-phone sales
Specialized Campaign Types: Local
help you drive important offline metrics — like store visits or in-store sales — by advertising on multiple platforms. Let Google Ads optimize how your ads appear on Search, Maps, Display, and YouTube to maximize your offline performance
Why Display Ad Formats?
help you promote your business when people are browsing online, watching YouTube videos, checking Gmail, or using mobile devices and apps. With Google Display ads, you can take an approach that enables greater efficiency or greater creative control
Three Principles: Relevance
helps you connect with the right people, at the right time, with the right message. Your ads can appear on Google Search, YouTube, and more, just when someone is looking for products or services like yours. You can also customize options, such as keywords and location, to get in front of the most relevant customers
Value of Google Display ads
helps you deliver relevant advertising as people browse the web. It connects your business with your customers — future and existing. With a variety of bidding options, popular ad formats, and transparency into performance, Google Display ads drives results every day for thousands of advertisers around the world
Consideration Focused Bidding Strategy
if you want to drive as many clicks as possible within a set level of spend goal: clicks bid strategy: maximize clicks
Awareness Based Bidding Strategy
if you want to make sure that your ad is visible for certain queries and even at certain locations on the page goal: visibility bid strategy: target impression share
Conversion Focused Bidding Strategy
if you're tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversions goal: conversions bidding strategy: maximize conversions, target cost-per-acquisition, enhanced cost-per-click
Revenue Focused Bidding Strategy
if you're tracking the revenue or value associated with your conversions and want to maximize it at a specific return on ad spend target. They're a good fit if you're tracking conversion value and have campaigns that have at least 50 conversions in the past 30 days for Search and at least 15 conversions in the past 30 days for Display. goal: revenue bidding strategy: target return on ad spend
Fueling Business Goals: Promote Your App
increase installs and interactions with your app
Smart Campaign
the default for advertisers new to Google Ads. They're a great fit for those who want an easy way to reach relevant customers and drive results but have limited time or experience with managing Google Ads campaigns Note: to be eligible to set up a Smart Display campaign, you need to have gotten at least 50 conversions on Display — or at least 100 conversions on Search — in the last 30 days
Performance Planner: best practices
use non-last click attribution conversions create multiple plans for campaigns that have different marketing objectives use the performance targets feature use optimization score in the recommendations page to improve your campaigns
Display Targeting
use targeting to direct your campaign's ads to the people you want to reach most. Simply choose the targeting option that aligns to your campaign goal and Google Display ads will work to get your ad in front of the right people, in the right place, at the right time. Note: If you choose to use the marketing objectives option on a Display campaign, Google Display ads will guide you to the targeting options designed to work best with your goal
Specialized Campaign Types: Discovery
you can easily engage customers across Google's most popular properties with a variety of rich, unique ad formats. Reach your users across the YouTube Home Feed, Gmail, and Google's Discover Feed — all with one campaign
What is Standard Display Campaign?
you can manually select your targeting, bidding, and ad formats
Build Awareness: Affinity Audiences
you can reach TV-like audiences based on a holistic picture of their lifestyles, interests, and passions. choose from over 100 segments based on online behavior. Google's best in class algorithm distinguishes these users that are truly passionate about a topic rather than those interested
Optimize Your Campaign: Locations and Language Training
your campaign's ads are eligible to show to customers in particular locations, or to customers who've chosen your selected language as their browser's language setting.
