Ultimate Guide to Google Display Ads

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What is a Google Display Ad?

First off, what is a Google Display Ad or Banner Ad? 

Google display ads are clickable image banners that when they are clicked, will lead to a landing page.

Types of Images for Display Ads:

  • Square images
  • Tall Images
  • Wide images
  • Very small images

How Google Ads Works:

Advertisers will use Display ads in a variety of ways, but in general, the following process is best.

  • Identify the call to action
  • Create a great landing page for the ad to point to
  • Identify a group to target, or create an audience to focus on
  • Design various image style ads & upload them.
  • Create your campaign &  launch
  • Continuously improve.
The core parts of a Google Display Ad are: Landing Page, Images & Creative, theTarget Audience.

Google display ads show up as visual advertisements that will show up on websites, Youtube, and Gmail.

Here's some examples of what Google Display Ads look like in 2021.

Google Display Ad Examples:

Example of a Google Dsiplay ad on a Website Blog
Google Display Ads on Movile Blogs

another ad on Google Display (this guy is always talking about his ads)

Google Display on Youtube

Where will Google Display Ads Show Up?

Google display ads wills how up on

  • Apps with Google Display Ads
  • Websites & blogs that have adsense setup
  • Youtube
  • Gmail free accounts.

Websites with Adsense Can Show Google Display Ads

How does a website get to have ads on it and make money from showing Google Display Ads?  Simple, they sign up for a Google Adsense account, and then place as on their blog.

If a Website or Blog has signed up for and Adsense Account with Google, they can install Google Ads on their website.

They get paid a small portion of what advertisers spend on Google Display advertising.

Are Google Display Ads Any Good?

Remember that with all advertising, the goal is to get in front of the right person, at the right time, with the right offer. Google Display ads can be fantastic for a couple of reasons.

Reasons why Google Display Ads are Great for Small Businesses:

  1. Excellent Targeting - Google Audiences have incredible targeting systems (you can target the right people)
  2. Great for Retargeting - You can use them in remarketing ads, serving them up to people who have been to your website
  3. Relatively Inexpensive - Google Display ads are relatively inexpensive, compared to Facebook Ads (depending on how you run them)

The Problems with Google Display Ads:

  1. Spammy - People can be very hesitant to click on Google Display ads because they appear spammy
  2. Host Site Irrelevancy - The ads might show up on sites that aren't relevant, which CAN feel weird to the end user
  3. Clear, Excellent Visuals are Hard- It can take a great deal of work to create clear, excellent ads.

There are 2-3 Types of Google Display Campaigns

Let's forget about the litany of targeting options right now, and let's focus on the types of creative you can create.  Google Display ads could be summarize in the following ways:

Types of Google Display Ads

  • Upload a Few Sizes & Google Chooses - Responsive Google Display Ads - found here.
  • Upload Many Sizes & You Choose
  • Smart - Upload Responsive & some vidoes, and Google just uses it's magic to get traffic for you.

What are the Best Sizes of Google Display Ads?

First off, there are Images to be used in the ad, and then there's a logo image.

Recommended Image Sizes for Display Ads:

Here's the link to Google's own guide to image sizes for Display ads

Image Sizes for Responsive Display Ads:

  • Landscape (1.91:1) or - 1200 x 628 - 5120kb file size limit.
  • Square (1:1) 1200 x 1200 size with 5120kb file size limit

Logo Image Sizes for Responsive Ads:

  • Landscape (4:1) - 1200 x 300
  • Square 1200 x 1200 size (1:1)

Other Sizes to Include:

  • 300 x 600
  • 300 x 250
  • 336 x 280
  • 728 x 90
  • 320 x 100

Most Important Display Ad Sizes Summarized:

  • 1200 x 628 (responsive)
  • 1200 x 1200 (responsive)
  • LOGO of 1200 x 300 (responsive)
  • LOGO of 1200 x 1200 (responsive)
  • 300 x 600
  • 300 x 250
  • 728 x 90
  • 320 x 100
  • 320 x 100

Remember, the first dimension is the length, and the second is the height.

Make sure you add a 1200 x 300 logo as well as Google says it will limit your reach.

Besides Images, You'll Also Need to Write Ads

Besides the images, you'll see that Google Display ads will also show headers and descriptions.  

Remember, Google wants to serve up the most relevant, trustworthy, and authoritative providers, so you need to work hard to write excellent titles and descriptions.

In fact, you should put as much effort into the written copy of your titles and descriptions, as you do for the image in the display ad.

As you write your ads, Google will be checking them against the information on the landing page, and trying to show whether or not there's alignment between the ad and the landing page experience.

Google will show you an "ad strength", displaying what it has decided as a rating for your copywriting.

Here's a quick summary of what the Responsive Ads is all about:

How to Create Synergy & Drive Leads

Google ads will use the ad copy, landing page, images, and headers to then achieve the goal you've set for it.

Build a Theme Between:

  • The Audience
  • Landing Page
  • Image
  • Titles, Headers and Descriptions

When you've created thematic synergy, you'll get better results because Google will use machine learning to align to what users want.

You will create headlines for the responsive ads that try to clearly convey the problem you're solving, and what your company offers. Besides that, I can't emphasize enough that you'll have better results by choosing a niche, and targeting it with a specific landing page experience that aligns to the distinct niche.  You will get a higher ad strength and quality score, when you bundle together similar ad copy, landing pages, calls to action and headers. T

How the. Ads Appear:

How Feedbackwrench Recommends Using Google Display Ads:

#1 Favorite Strategy for Display Ads - Remarketing Ads

Retargeting or remarketing, is when you serve up ads to people that have already been to your website.  Remember, a qualified prospect is someone who has urgency, the power to buy, is willing to trust you, and will actually listen to you, all at the right time.

5 Qualities of a Qualified Prospect
  1. They have a need for what you sell and are aware of it
  2. They have both the authority and the ability to pay for it
  3. They have a relative sense of urgency about the decision
  4. They have a significant level of trust in you and your organization
  5. They are willing to listen to you

The reason why i bring this up, is to remind you that advertising is paying to get the right message, in front of the right person, at the right time; all in an effort to get people to actually trust you, listen to you and choose you.

Retargeting or Remarketing is when you advertise to someone who's already been to your website, clicked on an ad, or interacted in some way.

We love serving up Google Display ads to people who've been to your website.

2 Types of Ads to Serve Up in Remarketing:
  • Direct Call to Action / Value Proposition for Brand Recognition
  • Lead Magnets to Niches - an offer of a free giveaway in exchange of an email

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