Display Basic Termins

Question 1

A display campaign is a campaign type that uses full automation. You provide a few inputs: what your ads will say, images you want to use, daily budget, and cost-per-acquisition (CPA) performance targets. Google will mix and match your ads at scale.

Answer 1

what your ads will say, images you want to use, daily budget, and cost-per-acquisition (CPA) performance targets. Google will mix and match your ads at scale.

Question 2

The three core automation models that drive a Display campaign are

Answer 2

Smart Bidding, Optimized Targeting, and Responsive Display ads.

Question 3

The 3D objection handling framework will help you deliver a targeted response to any concerns.

Answer 3

Discover: Uncover the root cause of the objection and connect that cause to the client’s business objectives or to them personally.

Diffuse: Show the client, agency, or partner that you’re on their side. Pull the objection apart to dissipate its power.

Deliver: Present a solution that shows you’re listening and that you understand the client’s business objectives.

Question 4

3 Best Practice Display Ads

Answer 4

Create separate ad groups within the campaign for each product or service you offer.
Implement site-wide remarketing tags.
Make sure that your conversion delay↗ is under seven days. Learn more about conversion lagging at the Help Center↗.

Question 5

When multiple campaigns

Answer 5

If you want a separate budget for each location and prefer that ads are shown in a specific language, create multiple Display campaigns: one campaign for each location or language.

Question 6

AMPHTML ads

Answer 6

Faster ads drive better performance: AMPHTML ads are 6x faster than regular ads on AMP pages, making them more viewable, more effective, and more likely to perform well.

Lighter ads can lead to better ad experiences: AMPHTML ads are 3x lighter in load and rendering than regular ads,

Safer ads build trust in your brand: AMPHTML ads need validation before they’re served, reducing the risk of malware and building trust in the brands users are engaging with.

Question 7

Image ads

Answer 7

Created outside of Google Ads (in Google Web Designer, for example), image ads are uploadable as a .zip file into Google Ads. Image ads only run in banner-eligible slots, which has limited scale relative to responsive display ads.

Note: In order to qualify for as many auctions as possible, it’s recommended to have both responsive display ads and image ads in your Display campaign.

Question 8

Recommended Assets Display

Answer 8

Images: 5 to 10 images per aspect ratio is recommended; 1 square and 1 landscape image is required.
Logos (optional): 1 square and 1 landscape logo is recommended.
Short headline: Appears as first line of your ad; 5 short headlines is recommended.

Long headline: Appears instead of your short headline in larger ads; insert 1 long headline.
Descriptions: Provide additional context or details; 5 descriptions is recommended.

Your business name: The name of your business or brand.

Videos (optional): Recommended 2 landscape, 2 portrait, 1 square video.

Question 9

Formel Target Roas

Answer 9

From the What do you want to focus on? drop-down, select Conversion value.

The New campaign Bidding section with the Conversion value option selected.
Step 2
Determine what your target return on ad spend is with this formula:

(Conversion value ÷ ad spend) × 100% = Target ROAS percentage.

For example, if you want a return of 300%, it means you’d like to receive $3 in revenue for each $1 spent on ads.

($3 ÷ $1) × 100% = 300%

Question 10

Best Practice TCPA

Answer 10

For Target CPA
Set your budget to at least 10 times your cost per acquisition.

Allow for a two-week ramp-up period before actual results are measured.

Use Target CPA without conversion data if you believe you’ll reach 15 conversions per ad group in 30 days.

Set a realistic target cost per acquisition based on historical performance; a low target may cause you to miss clicks that could result in conversions.
If possible, remove budget constrictions and gain as many conversions as possible at a certain cost per acquisition.

Question 11

Best Practice For Target ROAS

Answer 11

Allow for a two-week ramp-up period before actual results are measured.

Don’t choose a ROAS goal that’s too high. That might cause you to miss valuable conversions or have ads that don’t show at all.

Question 12

Best Practice For all conversion-

Answer 12

For all conversion-focused bidding strategies
Significant change — such as bid changes, new creatives, and audience list adjustments — can disrupt performance, because the algorithm needs time to learn and adjust to the new settings.

Limit bid changes to only +/- 20%, and wait a week between changes.

If you see a temporary performance decline, don’t panic! The algorithm learns over time and adjusts bids to compensate for poor performance.

Question 13

Bid Strategy Change

Answer 13

1-2 weeks changes meanwhile don’t change lps or budget

Question 14

start using Target CPA

Answer 14

wenn man denkt, dass man min 15 conversions per ad group every 30 days.

Question 15

Best Budget Practice

Answer 15

Best practices
Don’t limit location or language settings unless necessary.

Set a daily budget of at least 10 times your cost per acquisition.

Create separate campaigns when separate budgets are needed.

Question 16

Monthly invoicing

Answer 16

Over a one-month period, you won’t pay more than your daily budget multiplied by the average number of days in a month (30.4).
Maximum daily spend is calculated as two times your daily budget.

Question 17

Not receiving scale from Similar Audiences campaign

Response to client’s objection:

Answer 17

“Give the campaign some ramp-up time (more than a week), since Similar Audiences learns from campaign traffic and will start building greater scale. If the campaign still isn’t receiving any traffic, go to your Audiences tab and sort the similar audiences list by top list size to add in those additional high volume lists.”

Recommendations:

Increase the bid, and check the impression share metrics.
Add other Similar Audiences lists to increase reach, or use the bigger Similar Audiences lists in your targeting.

Question 18

Wichtigste Punkte Similar Audiences

Answer 18

Similar Audiences helps expand your reach to new customers who may have made similar purchases, browsed similar websites, or have similar interests as your existing customers.

Similar Audience lists are automatically created based on your remarketing and Customer Match lists. Their names start with Similar to and then have the same name as your remarketing and Customer Match lists.

Create separate campaigns or ad groups for different types of audiences so you can control budgets, bids, and other settings separately, and tailor specific messaging for each audience.

Extend your reach by selecting all language and device options in your campaign-level settings.