[Display Advertising] 04. Display Ad with Google AdWords

The Google Display Network and Adwords



Types of ads:

• search ads
• display ads
• video ads
• app ads: mobile app installation advertising for Android

Steps for setting up your display campaign:
1. Articulate your marketing objective
2 Set your budget
- The Campaign Spent < Expected Profit
3. Target your campaign
4. Create your ad
5. Measure and optimize

Contextual targeting: match relevant site content

• Content keywords: Choose words and phrases relevant to your products and services. 
• Topics: Similar to keywords, this lets you place your AdWords ads on website pages about the topics that you choose.
• Audiences: Reach specified groups of people

Ad Formats in Google Adwords

1. Responsive Ads
Responsive ads are ads that automatically adjust their size, appearance, and format to fit available ad space. Most of the ads have images, but they could also adjust to just show text.

2. Dynamic Ads
Rich media ads that match people’s location and the content they are seeing, delivering a more compelling message.

3. Lightbox Ads
Rich interactive formats to reach, delight and engage customers with imagery and compelling messaging in different sizes and formats adjusted to the available ad space.

4. Video Ads
Non-skippable in-stream video ads (15 secs, sometimes 30 secs) that run in video content of Display Network Partner sites. Note that if you want your entire campaign to be delivered in video, it is better to set it up as a video advertising campaign, which will give you the option to also run your ads on YouTube (which is not possible through the Ad Gallery).

5.General Purpose Ads
Using text and an image, AdWords adds a bit of animation to attract users’ attention.

6. Gmail Ads
Expandable, interactive ads that appear above the promotions tab in Gmail Inboxes.