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How to Generate Leads For Your Small Business or Charity Using Display Campaign Google Ads

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Charity founders and small business owners want to reach more people in more places. Their aim is to generate leads that translate into donors for the charities, and customers for the businesses. By using Google Ads, through its various campaigns, this goal can be achieved.

In this article, we will show you how to build awareness and generate leads for your brand by planning, managing and optimising display ad campaigns. We’ll discuss how to make your display campaign work most effectively. And then how you can grab your audiences’ attention and grow your campaign reach.

We’ll walk you through the different steps of planning a Display campaign and show you the tools that are available to help you.

Ready to get started? Then let’s jump right in.

What is a Display Campaign and How Does it Work?

Display Campaigns aim to help you promote your business or charity to users. These are people who are doing simple actions like browsing online, watching YouTube videos, checking their Gmail account, or using their mobile devices and apps.

The Google Display Network has a very wide reach. About 90% of internet users worldwide have come under the gamut of Google Display Network through millions of websites, news pages, blogs, and Google sites like Gmail and YouTube.

The Google Display Network helps you reach people with targeted Display ads while they’re browsing their various websites.

The advantage of the display campaign is that you can capture a user’s attention even when they aren’t searching for a specific product or service. This is unlike the Search campaign that reaches people who are already searching for specific products or services.

Instead, the display campaign puts your ads in front of people even before they start searching for what you offer. This can be key for your overall advertising strategy.

Using Google automated targeting tools, your display ads can remind people of what they’re interested in. For instance, you can use remarketing to advertise to people who previously visited your site or app.

When you’re running a display campaign, the first thing you want to do is to define your goals. Do you want to drive direct response traffic and generate visits to your site? Or you want to promote your brand and have users that actually become donors or customers?

Clearly defined goals will help you to plan better and implement your display campaigns with a sense of focus. Your campaign goal will influence the audience segments you opt to use, your budget and bid, and even the metrics that you choose to track your performance.

You must also go for an efficient budget and bidding strategy. Your budget influences your ads’ ability to serve you all day. Your budget also influences how often your ads will show. Bidding, on the other hand, determines the way your budget is spent and how outstanding your ads are.

The Google Display Campaign is tailored to help you find the right audience with its targeting options. By using the targeting options, you can strategically show your message to potential customers or donors at the right place and the right time.

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Using Google automated targeting tools, your display ads can remind people of what they’re interested in. For instance, you can use re-marketing to advertise to people who previously visited your site or app.

When you’re running a display campaign, the first thing you want to do is to define your goals. Do you want to drive direct response traffic and generate visits to your site? Or you want to promote your brand and have users that actually become donors or customers?

Clearly defined goals will help you to plan better and implement your display campaigns with a sense of focus. Your campaign goal will influence the audience segments you opt to use, your budget and bid, and even the metrics that you choose to track your performance.

You must also go for an efficient budget and bidding strategy. Your budget influences your ads’ ability to serve you all day. Your budget also influences how often your ads will show. Bidding, on the other hand, determines the way your budget is spent and how outstanding your ads are.

The Google Display Campaign is tailored to help you find the right audience with its targeting options. By using the targeting options, you can strategically show your message to potential customers or donors at the right place and the right time.

How to Use Targeting to Enhance Your Display Campaign

When you pay attention to your targeting, you can find new and relevant customers who are likely to convert.

Google’s automated learning helps to optimize targeting. It looks beyond any manually-selected audience segments in your campaign. Instead, it finds different audience segments that you may have missed and then uses those to improve your campaign performance.

Here are 5 valuable tips that will help you make the most of targeting with your Display Campaign:

#1. Find new prospects or engage your existing customers using Audiences.

You can use tools like similar audiences and in-market audiences to target people who are the most likely to have an interest in your products, or services. You can also use data from tools, like remarketing lists to help you find new prospective customers. With data from remarketing lists, you can re-engage people who visited your site before.

#2. Use automation to drive more conversions.

With Automated targeting, you can get more conversions by finding the most active audiences. This can be done based on your existing audiences and landing page.

When you automatically optimize your display ads over time, Google Ads can learn which audiences work for you.

With Smart display campaigns, you have the advantages of the best possible automated targeting, bidding, and creatives to maximize your conversions on Google Ads.

#3. Use appealing Display ad images

Your display ads should move people. They should be appealing and engaging enough and provide opportunities for users to respond to the ad.

Here are some of the display ad types that you can choose to run on your Display Network:

  • Responsive Display ads: All you need to do is upload your assets — your images, headlines, logos, videos, and descriptions — and Google automatically generates ad combinations and optimize your ads for websites, apps, YouTube, and Gmail, to improve performance.
  • Uploaded image ads: This type of display ads gives you more control, because you can create and upload ads as images in different sizes or HTML5.
  • Engagement ads: These are engaging image and video ads that run on YouTube and across the Display Network.
  • Gmail ads: These are expandable ads that show on the top tabs of people’s inboxes.

 

#4. Measure your Google Display Campaign efficiency

Google Ads allows you to measure how well you’re meeting your goals. With Google Ads reporting, you can see which Web pages run your ads, which ads get the most clicks, and which sites get you the most value for minimum cost.

#5. Set up your campaign with the future in mind.

If you make changes in the Display Network it can take up to 12-24 hours before the changes are effectively applied. The changes may not show right away.

So it is advised that you plan ahead when creating a new campaign or making changes to an existent one. You can set up your campaign some days before the launch and schedule a future start date.

Summary

If you finally set up a Display campaign, you can use Performance Planner once your campaign has been active for at least a week.

Performance Planner examines historical data for your campaign and gives suggestions for future campaigns.

You can use Performance Planner to examine your multiple Display campaigns simultaneously. This will help you maximise your campaign growth and measure the efficiency of your campaign.

Whether you’re new to Display campaigns or not, if you spend time planning your campaign, you can get the best performance and generate the best leads for your business or charity.

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    Frequently asked questions

    • Yes! Google Display Campaign is an image and text advertising service that enables businesses of all sizes to engage with their new and existing customers. Here is how your company can benefit.

    • When it comes to optimizing your Google Ads campaigns to generate brand awareness and reach, here are a few different strategies you can follow.

    • Maximize Conversion automatically adjusts bids based on lead performance, ensuring optimal results for your budget. To delve deeper into this strategy, click here for more insights.

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