Where do you display graphic ads? Choose the portals, determine the audience and specify the topics
Determining the destination of your image ads from Google Ads is just as important as setting the audience.
Therefore, in this article, I will explain how to set up image ads with Google Ads so that they display on relevant portals, and how to configure the audience and specify topics that will be related to the industry and interests of the advertised service or product.
How to set the best places to display ads from Google Ads?
Destinations for displaying ads can be portals related to our industry; they can also be portals that attract the attention of the audience we are interested in and are not directly related to our product or service. For example – when advertising motorcycle sales services, we can choose sites such as olx.pl, otomoto.pl, or other motorcycle parts sites or motorcycle magazines to display our Google Ads graphic ad. We can also choose a site indirectly related to the motorcycle industry, such as the site of a local motorcycle club. Read more: The advantage of SEM campaigns over traditional ads.
How do I set up portals on which to display graphic ads?
1) To set up portals, we click on our campaign and then click on “Destinations” 2) We click the blue circle with the crayon picture. 3. we select the campaign and the group for which the ad should be displayed. 4. and now we have two options to set: “Targeting” – if we want the ad to target only selected groups of recipients “Observation”. – if we want the ad to target a wider audience than the target group we set earlier 5. We click “Enter multiple destinations” located under “Application categories” and enter the addresses of the portals on which we want to display our ads. After entering them, we approve the selection by pressing “Add destination” and “Save”.
6 In addition to setting the portals’ address data, we can also specify destinations by YouTube channels, YouTube videos, Applications and Application categories.
7 It is worth regularly checking where exactly our graphic ads are displayed. This will help you exclude undesirable places and, thus, improve the effectiveness of your advertising campaign. To do this, we go to the “Where ads are displayed” section, which is located right under “Destinations.” To exclude YouTube sites, apps, channels and videos from the destinations, we enter the “Exclusions” section.
How do I set up an audience group for image ads with Google Ads?
Determining the audience of ads allows you to show it to potential customers. This is a very important step – without a good audience, the probability that we will find a customer interested in our product is very low. Google Ads gives us a lot of possibilities, when choosing the target audience. In addition to setting demographic indicators (age, gender, parental status, household income), it is worth answering the following questions:
Who are the recipients?
E.g., are they students, doctors or parents?
What are their interests and habits?
This is one of the most important audience data, are they amateur shoppers (a very important group for e-commerce i.e. commerce conducted online)? Are they interested in travel, fitness, tech news, or maybe they are cooking enthusiasts?
What are they looking for or planning?
Are they looking for a job in the legal sector? Or are they planning to start a business or move?
How did they interact with your company?
An option you can’t bypass if you want to run a remarketing campaign, that is, one that displays ads to users who have already visited your site. To set up an audience list in Google Ads, which will later appear under “Site Users,” you should go to “Manage Audiences,” which appears under “Tools and Settings” (as seen in the screenshot below). Recipient lists can also be created in Google Analytics, (Administration -> in the middle column service “Recipient list definitions”). I personally recommend this solution, it gives you more options of options to set up, compared to Google Ads itself. Lists created in Google Analytics will be usable in Google Ads if both accounts are linked.
As with specifying portals, we should also exclude unwanted audiences or select “Targeting” options if we want the ad to target only selected audiences.
How do I choose topics when setting up Google Ads?
The option to target ads to topics makes them display only on portals with specific topics. Setting this option works in the same way as setting portals and audience group. With all three modifications described above, you need to keep in mind that if you select the “Targeting” option, the ad will target only the selected portals, audience groups and topics. If you do not want to narrow down the audience to only those you have selected, you should choose the “Observation” option.
Summary
With the campaign setup described here, regular verification and performance measurement carried out by our SeoFly specialists, your ad will attract customers and not random users. Check with us how your business grows supported by a well configured and managed display ad!
Check out our offer for Google Ads campaigns.
