Chapter 6

Setting Up a Display Campaign


Display Advertising

  • This chapter highlights how to setup a display advertising campaign.

Google Display Network (GDN)

  • Google Display Network or GDN consists of over 2 million websites including google properties like Google Finance, Gmail, Blogger, YouTube and a host of other websites and mobile apps that have partnered with Google to show google ads. GDN reaches 83% of Internet users worldwide.
  • GDN enables advertisers to target ads to customers who are surfing the internet with an ability to target specific interests and choose where the ads should appear (websites and web pages) with a variety of ad formats including Text ads, Image Ads, Video Ads and Rich Media Ads.
  • With GDN you can achieve a wide range of marketing objectives:
  • Building brand awareness (For Example, AirKings will be targeting Home Improvement, Interior Design and Home Décor to generate awareness among the target audience about their brand and products.)
  • Influence your target personas during their consideration stage
  • Driving specific actions
  • Buy on your website
  • Fill out a form
  • Call your business
  • Visit your business
  • Specific goals of installing and engaging with mobile apps
  • To get started with a display campaign, click on the + Campaign red button and select Display Network only.
  • The next step is to choose the marketing objective you want to achieve through the display campaign.
  • Next select the details of the campaign setup – like location, languages, bid, budget and ad extensions.
  • A status bar on top indicates in which stage you are in the display campaign creation process.
    You can create ad groups with specific targeting options.

6.1 Google Display Network (GDN) Targeting

  • GDN enables 4 targeting options:
  • Contextual
  • Audience
  • Managed Placements Targeting
  • Demographics

Contextual Targeting

  • Contextual Targeting allows you to target ads to your target personas when they are browsing online using keywords or topics.


  • Your display ads are eligible to show on websites whose theme or content match your keywords. Note that on GDN keywords are treated as broad match only.
  • Input your main keywords.
  • Click the “Find related keywords” button.
  • Google will display all relevant keywords.
  • Select the keywords you want to target. On the right hand column, you will be able to see the likely impressions you will get for the keywords selected.


  • Like Keywords, you can choose specific topics of interest. Your ads will be placed on websites which cater in accordance to those topics. Instead of adding words and phrases, you choose topics like “interior decoration”, etc.
  • You can also add multiple targeting means like both keywords and topics – this way the ads will be shown only when both the criteria are met.

Audience Targeting Interest and Remarketing

  • You can target your ads based on Affinity audiences, In-Market audiences and remarketing:
  • Affinity Audiences: You can show your ads to unique audiences based on their lifestyle, buying habits and long-term interests.
  • In-Market Audiences: You can show your ads to unique audiences based on their short-term lifestyle, buying habits and interests.
  • Remarketing: Remarketing is also known as Re-Targeting. You can reach past visitors of your websites, YouTube videos viewers and mobile apps installers through remarketing. In other words, you can show your ads to prospects who visited your website but did not perform your desired action like fill a form or make a call or purchase. Remarketing helps you to reconnect with these prospects by showing relevant ads when they browse the internet.
  • There are different types of remarketing ads:
  • Standard Ads show the generic ads of the brand’s products or services.
  • Dynamic remarketing ads go a step further and show ads that contain the specific products or services that the prospect browsed on your website, e.g. If a prospect browsed New York last minute flights pages on your website – dynamic ads will show New York flight ads to that prospect while he/she browses the internet.
  • Frequency is a game changer. Prospects who are frequently exposed to your marketing message are more likely to buy from you than someone who is hearing your marketing message for the first time.
  • Remarketing lists can be created based on marketing goals and specific actions the customer takes on your website. The broadest one is the “all visitors list”, you can narrow it down to number of pages viewed on the website, time spent, specific pages visited, shopping cart abandoners, etc. This enables you to customize your remarketing campaigns to specific target audiences based on marketing goals.
  • Remarketing can be setup on your website using AdWords codes as well as Analytics codes. It is better to use analytics codes which can be later used for remarketing or retargeting campaigns on not just Google AdWords, but also other platforms like Faceguide and you can target customers outside Google networks.
  • To create remarketing lists – Click on the Shared Library link in the left hand panel on the AdWords console.
  • Under Website visitors – click on Setup Remarketing. You will be taken to a page that will provide you an html code to be inserted into the code of all the pages on your website. Once this code is added to all pages – AdWords will start tracking and building the remarketing lists for website visitors.
  • Advertisers can also remarket to those audiences that viewed your YouTube video on your YouTube channel on AdWords. Video Remarketing will help reinforce your marketing messages to an audience who are already exposed to the brand by way of viewing your videos.
  • YouTube remarketing lists can be created by linking YouTube and AdWords accounts, and creating a specific YouTube Remarketing list in AdWords Audiences. The same way you created the website visitor remarketing lists you can also create a YouTube remarketing list – just click on the “+ Remarketing List” red button in the remarketing lists section under audiences and click on the YouTube users button.
create a YouTube remarketing list
  • Name the remarketing list, specify details about the list and then click on the “Create List” button.
  • To link the AdWords account to your YouTube account – click on the gear icon on the right hand top corner of the AdWords console and select “Linked Accounts” – select YouTube and paste your YouTube Channel url in the space provided and click the Next button. You will be given an option to sign-in to YouTube and confirm the account linking.

Managed Placements Targeting

Managed Placements Targeting
  • Managed Placement Targeting allows you to place your ads on specific websites and mobile apps you choose from the available options. In the case of AirKings – customers spend a lot of time on Home Improvement, Interior Design and Interior Decoration related websites, you can add some well-known and good content websites in these categories as Managed Placements.


  • You can choose the Demographics of your target customers. You can specifically target – Gender, Age and Parental Status.

6.2 Display Planner

  • Display planner can be used to create targeting for a Display Campaign. This makes it easy especially for campaigns where you have little information on targeting options. So if you found that the previous section that we discussed for developing a display campaign a bit cumbersome – you can use the Display Planner, in fact its recommended for beginners.
  • Like the Keyword Planner is used for Search Campaigns, the Display Planner is the tool used for developing Display campaigns on AdWords. The Display Planner provides detailed ideas for Keywords, Placements and all other GDN targeting methods to help you plan your display campaign.
  • The Display Planner also helps you estimate how your ideas can perform and historical costs, which will help you decide on bids and budgets.

Creating Ads for the Display Campaign

  • It is easy to create ads for the Display campaigns. The text ads are very similar to the ones in Search Campaigns and can be setup easily.
  • The Image ads can be created by a designer or you can create an ad easily on the AdWords console by using the AdWords Ad creator – just provide your landing page URL and get ideas from Google on what your display ads can be. The format of these ads is HTML 5.
  • You can then select an idea based on its suitability and then customize the contents to your requirements.
  • Once you have completed the development of ads, you can save them and the campaign will now be ready to go live. Congratulations - Your Display Campaign is ready!