To use display ads in a PPC (Pay-Per-Click) campaign, follow these steps:
- Set up a Display Network: Determine where you want your ads to appear by setting up a display network. Google Ads offers the Google Display Network, which reaches a wide range of websites and apps.
- Define your target audience: Identify your target audience by considering their demographics, interests, and online behavior. This will help ensure your ads are shown to the right people.
- Create compelling ad creatives: Design visually appealing and engaging display ads. Include concise and persuasive headlines, compelling images or videos, and a clear call-to-action. Use colors and fonts that align with your brand.
- Set your campaign budget and bidding strategy: Decide on your daily budget and bidding strategy for your display ads. You can choose between cost-per-click (CPC), cost-per-thousand-impressions (CPM), or other bidding options.
- Select targeting options: Use targeting options to reach your desired audience. You can set parameters such as demographics, interests, specific websites or apps, keywords, and remarketing to retarget previous website visitors.
- Monitor and optimize your campaign: Regularly monitor the performance of your display ads. Analyze metrics such as click-through rates (CTR) and conversions to identify areas for improvement. Optimize your ads and targeting based on the gathered insights.
- Track conversions: Implement conversion tracking to measure the effectiveness of your display ads. This allows you to track actions such as purchases, sign-ups, or form submissions and assess the return on your advertising investment.
- Test and refine your ads: Conduct A/B testing to compare and improve different variations of your display ads. Experiment with different designs, ad copy, and call-to-action buttons to determine what works best for your target audience.
- Continuously optimize your campaign: Based on the insights gained from monitoring and testing, optimize your campaign by adjusting bids, refining targeting options, and refining ad creatives. Aim to improve your campaign's performance over time.
By following these steps, you can effectively utilize display ads in your PPC campaign to increase brand visibility, attract relevant traffic, and drive conversions.