Have you ever created a Google AdWords Display Network ad campaign? In this blog post I’m going to show you step by step how to make one and how to make 48 ad variations in your campaign very fast. Google AdWords allows you to have 50 ads in each ad group and duplicating your first ad into more variations will help you optimize and get the best results.
Create your first Google AdWords Display Network ad campaign
Let’s get started making a Google AdWords display ad campaign. I’m going to make it in full detail in this section so you can see everything there is to do with it.
First, I want to click on the “+Campaign” button to create a new campaign and then click “Display Network only.”
I want to use a marketing objective in this campaign and I choose “Buy on your website” because I want to “Drive action.” I want people to buy on my website and I don’t need any of these other two objectives or actions like get customers to call or visit my business. I’m going to call this campaign “Google AdWords Display Network.”
I like to start with the US because then I can just copy it to other countries and other campaigns out.
I will start this budget on $50 a day because I want to test a lot of different things and I can stand to throw away $50 a day if this doesn’t work.
The rate you set your budget up will allow you to test faster. I’m willing to test these things for a week or two to see where I’m actually going to get sales. You can test on $1, $10, $100, $1,000 a day, whatever you can stand to completely waste.
I can stand to throw $50 away a day if that will help me find something that does work faster. This way I can create a bunch of different ad groups, and I can really test out all kinds of different targeting.
What I’m going to do on the Bid Strategy is select “Conversions.”
Google has got a lot of conversion data on my account already and I want to know exactly what ads are converting. I want Google to bid for conversions and if it needs to bid higher for a conversion, that’s OK because my goal is to get conversions. See how to set up your conversion tracking in my previous blog post.
Now I want to add my tracking template in the “Campaign URL options” section. This way, even if I don’t sell the course, with all the traffic I’m sending to Udemy.com, if anyone buys anything from Udemy on the same computer within 7 days, then I will get half that sale.
This is set up as a guaranteed win, but if the campaign doesn’t sell my course, I’m not going to keep running it. However, I can expect that for $50 a day, if I send a good amount of clicks to Udemy, then I will get some sales at least back on the affiliate program, so it won’t be a complete loss more than likely.
I copy and paste my tracking template in the Tracking template section.
You can read in detail how to use tracking templates in a previous post that explains exactly how I do that.
I can’t really test it right now because there aren’t any ads on it.
In the Location options I want to only target “people in my targeted location” because if I select US someone in India could search for “Google AdWords course USA” and my ad would show up, which I don’t want.
With display ads and generally most of my ads, I want only people who are actually in the location. I don’t want Google to guess at the location for what I’m doing because I’m not doing traveling ads or anything like that.
If you were selling like a vacation package you might want people in India thinking about traveling to the US to be able to view and buy it, then it would be useful.
The last thing I want to do is “Ad rotation” and “Frequency capping.” I want to optimize for conversions and then I don’t want Google to show the same person 10 ads in one day.
I want one impression per day per ad group, so that will force Google to rotate things around and it won’t show the exact same person the same ad over and over.
In summary, this is what I have set up. I have got a third-party tracking template for my affiliate program and I have got one impression per day per ad group so Google will show ads from different ad groups. It can only show one ad per day per ad group. I have got a $50 a day budget because that’s the most I’m willing to throw away. I don’t necessarily think I’m going to throw it all away; however, if I’m wrong, I’m willing to toss that out the door and be done with it.
I have got “English” selected for the language and “US” selected for the location. I’m ready now to go to the bottom of the page and hit “Save and continue.”
The next thing is to set up the first ad group. At this point what I want are lots of different ad groups to test out all these different ways I can show my ads. So I need to copy my landing page and paste it there without the https because sometimes that doesn’t work good.
Then I put my bid in $7, which is running good on the Google AdWords Display Network so far. I’m going to call this ad group “Google ideas” because I’m going to look at the Google ideas they have.
In the Targeting optimization section I can select “Conservative targeting” and check “Let AdWords automatically find new customers” to allow Google to find new customers based on what I shared.
Now I want to choose how to target my ads and I select “Display keywords” where Google has 48 ideas.
The trick is to match some of these keywords with different ads and then see which of those convert. I will keep this simple and start with the actual “Google AdWords” keyword spelled correctly.
I will just do this one “Google AdWords” keyword. I have got a ton of impressions I can make on that term and for now I’m not going to narrow my audience any further.
Then I click “Save and continue” right below.
I have got the ad group created and now I can make ads for Google AdWords using what I have already done.
The Display URL is already populated, but I have to strip out the coupon code at the end to make it shorter like this: udemy.com/google-adwords-course that you can see showing in green in the ad preview.
Then, the Final URL does include the coupon code at the end.
I have already put the tracking template up on the top level on the campaign, so I don’t need to do anything else with it in the ad.
All I need to do now is try a headline and text.
Something simple to start with like “Learn Google AdWords Today” or I can put “Learn Google AdWords Now” because this is an ad strictly for the “Google AdWords” keyword.
I just want to get one ad created at this point and keep it very simple. I have already got the URL approved on other ads so that’s a good thing to have before I make a bunch of ads.
Now I make the description thinking of the user. What’s the selling point of learning Google AdWords? Do you want an HD video course at the right price?
That’s the essential of my offer, so I can make a call to action like this: “Take this 10 hour Google AdWords HD video course for just $9.” Now I have got a clear offer with a price on it.
I want to just get people interested in clicking on the ad and I have got everything to explain that in the most simple terms.
I click “Save ads.”
My Google AdWords Display Network campaign is created so now I want to go look at my campaign.
Now what I can do is go back to the Settings to make sure that the tracking template is working properly.
I don’t want to throw a screwed-up tracking template so I click “Test.”
When the testing is completed it says, “Landing page found,” which is good. I just click Cancel because that’s already set up correctly.
I want to change the name of the ad group to “Keyword Google AdWords” so that I know exactly how I have targeted this specific ad group.
I want the opportunity to test all of these different kind of targeting on this one campaign using different ad groups and I need to identify each of them clearly.
I have got this ad group set up now and I can look at the ad and see what it says.
The ad has to go through review first so there is nothing to worry about there.
I can click on the link of the ad to make sure I didn’t mess the link up and it goes through the course, so I’m all set.
That’s the very beginning and we are just getting started.
Now Google AdWords allows up to 50 ads per ad group and I am going to take advantage of that because I don’t know exactly what type of ads will work the best, especially on the Google AdWords Display Network where ads are shown a thousand of times to get a conversion.
I want to take a shot if I’m showing the same person an ad over and over again, then I can send them all kind of different messages so they have well-rounded information about the product.
I will duplicate this first ad and make multiple ads with different titles and descriptions using the exact same method I used for another campaign.
Now that I got my first ad approved, what I want to do is make a bunch of different ads in this one ad group.
What I have to do is click “Copy and edit” and make slight variations on my ad over and over again.
That way I can find the ads that convert the best, get the most clicks and the best click-through rate at the lowest cost.
On this ad you can see that I made a slight variation on the actual text here.
One ad says: “Get coupons here for 87% off of any of Jerry Banfield’s Udemy courses.”
The new ad says: “Get coupons here for $25 to any of Jerry Banfield’s Udemy courses.”
This is a slight variation. Now what I can do is mix and match the title with the text, so I can mix and match all the titles and text together. I really only need about 5 or 10 titles and a couple different text variations, then I can have a lot of different ads.
What I will do now is quickly create more variations of the text underneath because it is easier to copy and paste the title.
Again another simple variation on the text: “Take any of Jerry Banfield’s Udemy courses for $25 using coupons here.”
I have got 3 ads and I can make one more the exact same way.
Now another variation: “Try one of my Udemy courses today with an 87% off coupon code here.”
I have now got a total of 4 different ad variations.
All I have to do now is copy and edit the first, second, third and fourth ad with a new title to make 4 new ads.
I can run through and do that repeatedly to quickly make different title variations of the most recent ads I just made.
I have very quickly made 28 different ads and then I can let the data show me what works the best. What I want to do is make a few more because each ad group can have up to 50 ads in them and with display ads I want to rotate at the maximum possible ability.
Using this method to duplicate the ads with different titles, I have now 48 ads in this ad group.
The idea is that I want people to really know everything I have for them and I want these display ads to cater to people who see them over and over again. They will see that I have an entrepreneurship course, Udemy courses, a genius course, advertising courses, marketing courses and a Facebook marketing course.
My campaign “Jerry banfield.com Remarketing Global” is now remarketing my entire website all over the place, and this way I have comprehensive ads that advertise every different aspect of what I’m doing.
I made sure the URL got approved first, then I put all these other ads in the ad group. Once all of these other ads get approved, then I can start copying them and making different campaigns because I don’t want to make different campaigns until I have got my display ads fully complete and all approved.
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