In this social media masterclass, we’ll be exploring Google Display Ads and why you should be using them as part of your digital advertising strategy. The session will include a tutorial on how to set them up.

What you’ll learn:

  • What are Google Display Ads

  • Types of Google Display Ads

  • Audience targeting for Google Display Ads

  • How to set up a Google Display Ad

  • Measuring the success of Google Display Ads

Find out more how Aston Social can help you in building an effective digital marketing strategy for your business. Contact us today.


About Google Display Ads

Google Display Ads enable you to reach people with targeted visual ads while they’re browsing their favourite websites, showing a friend a YouTube video, checking their Gmail account or using mobile devices and apps.

These help to capture a person much earlier in the buying cycle than a Search Ad.

Benefits of Google Display Ads

  • Reach people in multiple places: Display campaigns can reach people worldwide across 35 million websites and apps, and on Google-owned properties (YouTube and Gmail). This allows you to expand your reach beyond just Google Search.
  • Build campaigns around your goals: Drive sales, leads and website traffic or build awareness and consideration for your business, product or service.
  • Designed for ease of use: Display campaigns use machine learning solutions across targeting, bidding and formats to reach a new or existing audience. This can help your campaign deliver the best campaign results, friction-free.

How do Google Display Ads work?

The Google Display Network helps you find the right audience with its targeting options that strategically show your message to potential customers at the right place and the right time. Here are some examples of how you can approach targeting with Display ads…

1. Find new customers or engage existing customers using audience segments

Similar segments and in-market segments help you find new prospective customers by targeting people who are interested in your products. You can also use your data segments to help you reengage people who previously visited your site.

2. Drive more conversions using automation

Automated targeting increases conversions by finding highperforming audience segments based on your existing audiences and landing page. By automatically optimising over time, Google Ads can learn which audience segments work for you.

How do Google Display Ads work?

  • The Display Network can help you capture someone’s attention earlier in the buying cycle.
  • You can put your ads in front of people before they start searching for what you offer.
  • You can also remind people of what they’re interested in when you use your data segments to reach people who’ve previously visited your website or app.

Google Display Vs Search

The main difference between Google Search Ads and Display Ads is that Search Ads are a form of “pull” advertising while Display Ads are “push” advertising.

What does this mean?
Search Ads only appear to those who are already searching for your product or service, while Display Ads are paid placements that appear based on various targeting parameters.

Types of Google Display Ads

Currently, there are 2 types of Google Display Ads:

1. Responsive Display Ads

Responsive Display Ads - Aston Social Lab
  • Responsive Display Ads automatically adjust their size, appearance and format to fit just about any available ad space and improve performance.
  • You upload various assets (images, headlines, logos, videos and descriptions) in Google Ads and the optimal combination and size of assets will appear in ads across websites, apps, YouTube and Gmail.

2. Uploaded Image Ads

  • For more control, you can create and upload ads. You can upload ads as images in different sizes or HTML5.
  • This can be done if you only want ads to be shown in a certain format.

Display Ads Specs:

Display Ad Specs - Aston Social Lab

Audience Targeting for Google Display Ads

Audience Targeting

You can use ad group targeting to help get your ads seen by certain types of people or in certain contexts or content.

Targeting People

When you focus your targeting on certain types of people, you can aim to get your ads seen by a particular audience (for example, people who’ve visited your site, or people who are likely to be in the market for a given product) or demographics (for example, young men).

Targeting Certain Moments

When you focus your targeting on certain moments, you can specify keywords or topics to get your ads seen in the context of specific kinds of content (for example, bicycle-related content) or on specific websites (for example, a placement on

How To Set Up Google Display Ads

1. Create a new Display Campaign.

Create a New Display Campaign - Aston Social Lab

2. Choose a new objective

Create a New Display Campaign - Aston Social Lab

3. Select Campaign Type

Select Campaign Type - Aston Social Lab

4. Add your URL & campaign name

Add URL Campaign Type - Aston Social Lab

5. Choose Location & Languages

Choose Location & Languages - Aston Social Lab

6. Choose additional campaign settings

Choose Additional Campaign Settings - Aston Social Lab

7. Set your budget and bidding strategy

Choose Additional Campaign Settings - Aston Social Lab

8. Choose Your Targeting Strategy

Choose Additional Campaign Settings - Aston Social Lab

8. Create your Ads

Create Your Ads - Aston Social Lab
Create Your Ads - Aston Social Lab
Create Your Ads - Aston Social Lab

10. Review and Launch

Review and Launch - Aston Social Lab

Measuring the success of your Google Display Ads

Measuring Success

  • Unlike Search Ads, Display Ads can attract a customer’s interest in your brand or product even if they don’t click on your ad.
  • Often customers take note of your Display Ad and then visit your website or physical store at a later time.
  • Clicks don’t always tell the full story with Display Ads.
  • Display Impressions shouldn’t be overlooked when measuring the success of your ads because they influence your customers’ decisions to buy.

Remember Your Objective

When measuring the success of your Display Ads campaign, always draw back to your campaign objective and determine which metrics are the most suitable.

Sales = Conversions
Brand Awareness = Impressions
Website Traffic = Clicks