Online Marketing Agency

Setup Google Display Ads

Google Ads Marketing Agency

Setup Google Display Ads

In addition to the usual text advertisements, other information carriers can be attached to the advertisements. These offer the customer increased added value, which in turn results in a better quality of the advertisement. Thus, with each additional ad extension, the text ad is better evaluated and receives a better ranking.

You can use the following ad extensions:

(a) Location:
Location extensions show local addresses in the text display. This is mostly used for local business locations where customers can physically walk into the store.

(b) Google Sitelinks:
With the sitelinks you can add additional links to your page. Use this function to add more categories or products that will appeal to your target group even more. However, the sitelinks will only appear if your ads are placed in the first position.

c) Call:
With the call extension, you can provide a phone number that will be displayed. Smartphone users can be connected directly to the phone number with one click.

d) App:
The app extension refers to an available app that can be used by smartphone or tablet users.

(e) Evaluation:
The rating extension shows positive reviews in the ad text, which were written about you on different websites. These must be backed up with a quote and a source URL.

f) Callouts:
The callout is in my opinion the best way to strengthen the main keyword or to draw the customer’s attention to further USPs, such as free delivery, payment on account, premiums, promotions, etc.

For each click on one of these extensions resulting in a redirection or action, Google charges the normal CPC (Cost per Click) value of the ad. This is the reason why Google is upping all ads with multiple click options even further!

(g) Price Increases:
With the price extension, you provide your customers with the prices of different products. Thus, the visitor can see how high your prices are.

Google Ads Marketing Agency

Advanced Setting

Advertising Schedule:

With the advertising schedule, you define the time frame of your campaign. You can set up your ads so that they are only shown on certain days and at a predefined time. An advertising schedule can also be useful with a call notice. Then the ad is only shown during office hours.


Ad Delivery:

Ad delivery defines the type of ad rotation and its focus. This allows you to define whether an ad should be optimized for clicks or conversions. Multivariant tests can also be made, which deliver the ads evenly for 90 days and then select the one that performed best.

Dynamic Search Display:
With the dynamic search ad, Google takes a lot of work off your plate and generates the alignment of the ads based on your website. To do this, you enter your website domain and define the language. Google does the rest.

I strongly recommend testing dynamic want ads to make your own experiences. In many campaigns, this is the main source of income. Therefore, the campaign type of the search network needs to be changed from “All functions” to “Dynamic Search Ads”.


Ads Displays

Once you have set up your account settings proceed with creating the text ads. The text ad is your personal seller who invites your customers. Hence, why you need to show off your USP right here to set yourself apart from your competition.

For the creation of the text ad you have to consider the following points:

● Use your main keyword in the display as often as 2-3 times.
● List your USP.
● Write appealing titles.
● Insert a call-to-action in the text.
● Always end text line 1 with a dot to increase the relevance and extend the display by one line.
● Paste your main keyword into the displayed URL after the main domain. (The page does not have to exist like this.)
Keywords which are searched by customers and found in your ad are marked bold and therefore more relevant.
● Work with wildcards {Keyword: } to replace the keyword in your ads.
● Not everything must be written in capital letters.
● Typing errors should be avoided by all means.
● Unnecessary signs and distances are punished and will end in a warning.
● No strung together keyword repetitions.

Ad Space:
You have a limited number of characters per text ad, which you can use for your message. So, make every single character count. As already mentioned, the display of the text ad changes if the first line of text ends with a dot. Thus, the text ad connects the title and the first line of text. With this effect, the first line of text is automatically counted as part of the title and in result gains relevance.

Create 2-3 ads per ad group, let them compete against each other and the ad with the greatest success will be used in the end. Use different forms to figure out which works best with your target group. Just remember the chapter of the three-brain-model principle, which explains that your target group can be divided into different color-dominants.


Once you have set up your first campaign and the ads have been created, you are ready to move on to the next step. Now, you are going to edit the list of keywords and collect all the important terms by which you want to be found.


This keyword list is then used in connection with the ads and campaign settings that have been created. You need to consider carefully for which keywords you want to be found and how your target group should find you. You must always keep in mind that you might have a different choice of words than your target group. How customers are searching can be analyzed with the keyword tool of Google Ads. You can have keyword ideas suggested to you or compare and evaluate the search inquiries of different keywords.


When choosing keywords, you should consider the following:

  •     Use two or more keywords in a row → Example Ladies shoes cheap.
  •     Consider spelling mistakes and typos.
  •     Use different keyword options (exactly matching, largely matching, matching phrase).
  •     Use exclusionary keywords to avoid appearing in certain search results.



After selecting the keywords, your search network campaign is ready to start. Do not forget that many also search for the company’s brand.


Google Display

As you already know, you create a search network campaign when a product or service is already known and search inquiries exist. But what do you do when a new product needs to be promoted? Correct! You create a Google Display campaign.
With a display campaign from Google, you can easily create a banner campaign that displays all your display ads on different websites, allowing you to bring unknown products and services to the customer and increase awareness.

The display of the banners takes place on different websites. Similar to the search network, you create a display campaign and define where your banners will be displayed. You can select your target group by using keywords as well as content or topics.

You can either let Google create the ads or create them yourself. To do so, click on “+ ad” in the ads tab and then click on “Image ad”. If you want Google to automatically create the banners in all sizes, you can specify the webpage URL and click “Create ad”. Google will scan your web page and create a matching collection of banner sizes from all of the image elements. If you already have banners, you can easily upload them.

You can also use text ads as banner ads. Google then simply places the text ads on different websites. The choice is yours.

Prepare your display campaign and schedule the start for your project. You will reach a large number of new customers who have most likely never heard of you before.

You can use the following sizes:

● Vertical Rectangle: 240 x 400
● Mobile Leaderboard: 320 x 50
● Banner: 468 x 60
● Leaderboard: 728 x 90
● Square: 250 x 250
● Small Square: 200 x 200
● Large Rectangle: 336 x 280
● Inline Rectangle: 300 x 250
● Skyscraper: 120 x 600
● Wide Skyscraper: 160 x 600
● Half page: 300 x 600
● Large Leaderboard: 970 x 90
● Large Mobile Banner: 320 x 100
● Billboard: 970 x 250
● Portrait: 300 x 1050


Google Shopping/Google Merchant

 In addition to the known search results, Google also displays product results from the Google Shopping Account. You can recognize shopping ads by their product images that include name and price.

In order for your products to appear in the Google Shopping area during a search, you need to create a Google Merchant Account and list your entire product range there. Then, you can easily connect your merchant account with your Google Ads Account and create a shopping campaign in your ads account.

You can only use Google Shopping for products. Services are not supported in Google Shopping since certain attributes such as weight, color, condition, and more need to be specified.

I recommend to anyone whose goal it is to generate revenue to create a Google Shopping account and link it to their Ads account. Here, sales are the highest compared to other campaigns. The customer sees the name of the product, a picture and the price. Usually, this information is enough for a customer to decide on a purchase.