Introduction We explored last time how to set up a campaign in Meta with an example from the pharmaceutical industry. Today we are going to look at Google Display Ads with examples to make it easier to understand. There are also : Search campaign. Performance max Video Discovery Shopping What is Google Display campaign It uses responsive visual ads that help you reach people on more than 35 million websites and apps, and Google-owned properties (such as Gmail and YouTube). Where Display campaign appears? Google Search sites: the ad can appear below or above search results on Google Search. Google search partners: the ad can appear on Sites in the Search Network (like ask.com) that partner with Google. Websites that your customers visit : It can appear on Google Display Network (collection of websites and apps, including specific Google websites like Google Finance, Gmail, Blogger and YouTube). Let’s Start Steps : I — Set up the campaign 1 — Create your campaign: You click on the blue button to create it. Then you select your goal from: Sales leads Website traffic Product and brand consideration Brand awareness and reach Promo app Local store visits and promotions You can also create a campaign without a specific goal guidance. same as the previous example, we will use Website traffic. 2 — Select a campaign type : We will choose Display campaign. 3 — Adding your landing page URL: You put the URL of your landing page, in our example it would be the pharmaceutical event page for the campaign “future of diabetes”. 4 — Tracking : You can install tracking code by yourself ๐Ÿท or follow the emails instructions. 5 — Campaign name : You name your campaign according to what you are doing for example G001 | MD | Traffic | Events II — Campaign settings 1 — Locations : you have a multiple options to choose from; you can choose all countries and territories (more than 10B impressions) or be more specific and choose a country.You can also choose countries to exclude /add. In targeting I chose people who are in or regularly in my targeted location. You can see the print count on the right. 2 — Languages: You select the language in which your consumers communicate, it would be preferable to choose Arabic , French and remove English in our case! 3 — More settings : there are different options like: a — Ad rotation : With this option, when you have multiple Ads in your Ad set, Google can rotate and see which one performs better on a specific target. You have multiple options on it, you can optimize it for conversions, if your campaign objective was Sales, you can rotate your ads evenly or choose that you don’t want to optimize. b — Ad schedule : When your Ads need to be viewed, In our case it is preferable to do a “Persona” study beforehand to study the behavior of the prescriber on the web in order to adjust and have maximum results. You can add various slots schedules. c — Device : all of them or specific one. d — Campaign URL options : it lets you put additional information in the URL to identify the source of an individual ad click. Let’s take an example to understand : Photo by Diabetesmagazijn.nl on Unsplash You are a pharmaceutical industry and sells subscription online that help customers get your product cheaper on specific pharmacies in a region. When the user clicks on your ad about that subscription, you would like him to be directed to your landing page; https://www.pharma.com/sub.html You set the final URL to: https://www.pharma.com/sub.com If you want to track each individual click; which campaign, ad group, and keyword triggered the ad that the user clicks on, you can set this template. {lpurl}?campaignid={campaignid}&adgroupid={adgroupid}&keyword={keyword}&device={device} When the ad is served, Google will replace each {parameter} with the actual value. For example : {lpurl} by the landing page URL {campaignid} with the ID of the campaign If the user searches for “glucometer” and clicks on your ad from a mobile device, you will see that the user clicked on the URL https://www.pharma.com/sub.com?campaignid=11111111111&adgroupid=2222222222&keyword=glucometer&device=m You can use custom parameters as well if you want! e — Dynamic ads : unlike traditional ads that are static, those ads are adapted to each customer. Dynamic ads can determine the most relevant products and offers for each person. f — Start and end dates g — Conversions : if you are aiming conversion, you can add “View-through conversions” .View-through conversions occur after an ad impression, if the user doesn’t interact with the ad, then later converts. h — Content exclusion : Excluding a specific type of content. Then click on “Next” III — Budget and bidding : 1 — Budget : Now you need to fix your daily budget. To have an idea on how much you will be paying per month, you need to multiply the daily budget by 30.4 2 — Bidding : In our case we will focus on conversions, we can choose “Viewable impressions”; if a user sees 50% of your ad or more than 1 second of it it count as Viewable impression.You can set manually bid or auto. Then we put our target CPA which will be used by Google Ads to set bids automatically if you select auto. You will have recommended CPA if you don’t know what your CPA is, and a typical CPA for display compaign. Your objective is to set as low as possible your CPA Then you choose what to pay for (interactions; if someone interacts with your ad or Viewable impressions). IV — Targeting : You can select : Audience segments (who should see your ads) Demographics (age, gender, income) Keywords (Suggest terms related to your product/services to target relevant websites, you can get keyword ideas) Topics (Suggest websites, app and video about a certain topic in relation with what you want to advertise) Placements (Suggest websites, app and video where you’d like to show your ads) For each one you have different options to choose from. Note: You have 3 types of keyword matching: Broad, Phrase, Exact (an article of its own…๐Ÿคจ) . Broad: Your ad is eligible to appear whenever a user’s search query that includes any word or key phrase as well as any word related to your keyword in any order! . . Example : if you use it on (Powerful computer) you may also appear to the user who types (powerful computers), (powerful weapons) or (quantum computer). When using Broad match type, you need to keep an eye on your search query reports! You can set up a negative keywords tool! for the search query driving irrelevant traffic that doesn’t convert! . Phrase match : Similar to Broad match, but with a higher level of control, here your Ad will only appear when a user queries your key phrase using your keywords in the exact order you enter them but there might be other words either before or after that phrase. . . Example : “computer” you can have computer price or quantum computer too! . Exact match : It’s the most specific and restrictive of the keyword match types. Users can only see you Ads if they type the exact keyword phrase. If you are looking for [powerful computer] your ad would only be eligible to show up when a user searched for [powerful computer] or implied words, paraphrase or same intent. . . Example : https://www.wordstream.com/keyword-match-types#:~:text=There%20are%20three%20different%20keyword,Exact%20match V — Ad creation : When you are done with everything, your responsive display ads will be created as you fill in the next parameters, you can also upload directly or choose those present in other campaigns. 1 — Final URL : Where people will go after clicking (for us, it’s the event which is about our medical devices and food supplements for diabetes). 2 — Business name : Your brand (name of the pharmaceutical industry or name of the brand you are using if you have an umbrella marketing strategy. Images, logos and videos : You will add images (15) landscape and square formats (you need to select the ratio of every image selected), then you can add 5 logos and a video if you have one. 3 — Headlines : You can write up to 5 headlines (put your keywords here), you also need to have a long headline (it appears on larger ads). 4 — Descriptions : You can add 5 of them. 5 — Call to action : You can choose one from the list when clicking on more options. That’s it !๐Ÿ˜๐Ÿ›ธ now you can copy what you have done and change landing page, keyword or audience to create another Ads in you Ad set.