If you plan to end up with an effective and successful display campaign for your business product and services, you should ensure you have set out careful planning. For it is this planning that guarantees efficient execution. Planning always involves the use of strategies, so we would list out the stages that should be considered during the planning process.

• Know your goals

 What exactly do your hope to achieve with your display network campaign? Is it just to drive heavy traffic to your website and generate clicks or would you simply just want to promote your product and services. Whatever the scenario you choose to act on, it would require proper planning to bring it into fruition.

• Who are your target audience?

You may think that with millions of users using the internet, finding customers should not be that difficult. You are so wrong! You have to target your ads to potential customers and them only, rather than waste time on sight lookers. With Google targeting technologies put in place, you are able to determine those websites that are relevant to your campaign. You can use location specific targets, or using web page content to determine relevance. Whatever your final choice, it should be such that would guarantee profitability to your customers and you as an advertising company.

• Create your custom display ad

With Google’s display ad builder, you can be your own designer and create entirely new custom ads. Create this ad in such a way that your message is short and simple as can possibly be and still be able to reach out and get customers response.

• Have a fixed bid and budget

 In Google Ads, every ad is an auction and you determine the amount of money you are willing to pay for every click or impression on your ads. The higher the bidding price, the higher up you go on Google’s Ad Rank. Using the cost-per-click pricing option would mean that you enter into an agreement with Google that for every click that is being made on your ad by a prospective customer, you pay Google a certain percentage of that amount. This pricing option is used by most new-comers. Using the other pricing option would mean that for every impression or views being made by customers, you bid an amount that would be payable to Google. To improve your business ROI, use the right pricing option that you know would be ideal for your business ads.

• Performance management tools and their features

 There are many management tools being made available by Google Ads to help you evaluate and manage the performance and profitability of your display campaigns. It is advisable to have proper understanding of these tools upfront so that when the time comes, you can easily use them to optimize your ad campaigns.

By Candy Lowe