Google Display Ads Masterclass With Periscope Media

Google Display Ads are online advertising that appears in various forms, such as images, videos, interactive media, and text on websites and mobile apps.

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Display Ads

Google Display Ads are online advertising that appears in various forms, such as images, videos, interactive media, and text on websites and mobile apps. Unlike ads used purely in search campaigns, they are based on images and are targeted to specific demographics and interests of internet users. Businesses use Display Ads to generate brand awareness and reach potential customers, increasing their chances of making sales. Google Display Ads offers a way to reach a broader audience, and with Periscope Media as your partner for Display Ads, you can maximize their potential for your business. This post will serve as your guide to Google Display Ads with Periscope Media.

Understanding Google Display Ads

Want to reach potential customers as they browse the web? Google Display Ads are your answer! These image-based ads are displayed on the Google Display Network and partnered websites. Ad size is key, so we create custom size ads for specific slots and responsive ads that adjust to any ad slot. Our display ads come in various interactive formats that capture attention. At Periscope Media, we're experts at creating stunning display ads that make potential customers stop in their tracks. With Google Display Advertising, you can reach users on Google-owned properties and across the internet. These display ads cater to a passive intent, allowing you to introduce your brand or product to users who may not be actively searching for it. 


Passive Intent Vs Custom Intent Keywords

When it comes to Google Display Ads, understanding the differences between passive intent and custom intent keywords can be the key to unlocking successful campaigns. Passive intent keywords are those that have no specific user intent. They describe topics, concepts, or interests that could potentially lead someone to your ad. Examples of passive intent keywords include “sportswear” or “tech gadgets”.

Custom intent keywords are those that signal an action or more specific search query. They are usually related to the product or service being offered. Examples of custom intent keywords include “buy running shoes” or “shop for laptops online”. When you use custom intent keywords in your Google Display Ads campaigns, you’re targeting users with a higher likelihood of taking action.

Search Ads Vs Display Ads

Search Ads and Display Ads are two different types of online advertisements that can be used to market products and services on the Internet. The key difference between Display Ads and Search Ads is Search Ads are those ads that appear when a person searches for something on search engines such as Google or Bing. These ads usually appear in the form of text-based ads, often with a link to the advertiser's website. On the other hand, Display Ads are image-based ads that appear on websites and mobile apps. They can come in various sizes, formats, and colors and are often used for branding purposes rather than immediate sales conversions.

Types of Google Responsive Display Ad

Google offers various display ad types for businesses to reach their target audience and potential customers. Each type has unique features and benefits to help marketers achieve their marketing objectives. Google Responsive Display Ads, the default type, adjust their size, appearance, and format to fit any available ad space. They come in various banner sizes that fit seamlessly within the content, enhancing visibility without disrupting the user experience. Businesses can explore beyond the default ad type to increase their average conversion rate and online visibility.

Image Ads (and common sizes)

To make an impact with Google Display Ads, you need to know the typical Display Ad sizes: 300x250, 728x90, and 160x600. Responsive display image sizes scale to fit any device, but keep them under 150 KB to avoid disrupting the user experience. Landscape images are best for image-based advertising as they fill up more space. Unlike Google Search Ads, Display Ads target specific audiences and appear on different websites. Use Display Ads to stimulate users and drive conversions visually. Popular formats and sizes include the leaderboard, medium rectangle, wide skyscraper, and mobile banner. 

Animated GIFs

Animated GIFs have immense potential as an essential tool. They attract user attention while scrolling through pages in blog posts or apps. They're short, repetitive animations that stand out among static images and work well for ads. Creating an animated GIF is simple; the maximum file size is limited to 150KB, and you can use templates or your own images. The recommended resolution should be at least 600x314 pixels or any size ratio, with a maximum frame rate of 5 frames per second. Animated GIFs can create a range of animation effects, such as fading in or out, moving objects, and changing colors, to enhance your brand.

Video Ads

Video ads play an essential role in creating engaging, interactive, and immersive advertising experiences for potential customers on the Google Display Network. They offer businesses a unique opportunity to showcase their products or services in a way that grabs the audience's attention and increases brand awareness.

Types of Video Ads:

Several types of video ads are available for creating a campaign on the Google Display Network, such as skippable in-stream ads, non-skippable in-stream ads, bumper ads, and outstream ads.

  • Skippable in-stream ads allow the viewers to skip the advertisement after watching it for five seconds and work best for creating brand awareness.
  • Non-skippable in-stream ads are played before or during a video and are not optional for the viewers, making them ideal for creating a sense of urgency or promoting a new product launch.
  • Bumper ads are short ads of about six seconds that cannot be skipped and are best suited for creating brand awareness and increasing ad recall.
  • Outstream ads play outside of video content, are ideal for increasing ad reach and driving brand awareness, and are playable on mobile devices.

Optimizing Video Ads:

Video ads should be optimized for mobile devices to reach more internet users. This means making them compatible with different devices, including landscape and horizontal banners. Use attention-grabbing visuals and stories that resonate with your target audience to capture the viewer's interest. Affinity audiences are also important, allowing advertisers to target users who share similar interests for better engagement and trust-building. By following these demographic targeting strategies, high-performing video ads can serve ads to people with a custom affinity and convert the desired audience.

Overlay Ads

Overlay Ads are another type of ad format available on the Google Display Network. They are designed to be transparent and pop up on a website or app on the default display without being too intrusive. These smaller windows on top of content are an excellent way to attract the attention of potential customers without disrupting their user experience. Overlay ads can be static or dynamic, and are a great way of connecting advertisers to people. They offer a unique way to increase brand awareness and engagement while driving traffic to your website or shopping cart.

Rich Media Ads

Rich media ads are a type of Google Display Ad that integrates advanced features - such as videos, animations, and interactive elements - to display visitors a more engaging and immersive experience for the viewer. Rich media ads offer greater interactivity, engagement, and brand recognition than traditional image or banner ads. The benefits of using rich media ads to engage with potential customers include higher click-through rates, increased brand awareness, improved user engagement, and enhanced ad recall. Overall, rich media ads offer a more captivating and memorable way of reaching customers and promoting a brand or product.

Why Display Advertising Matters

Google Display Ads are essential to any comprehensive digital marketing strategy, as they offer unparalleled reach, targeting capabilities, and opportunities for businesses to connect with potential customers visually. Display ads can capture the attention of individuals who may not yet be actively seeking particular products or services, raising brand awareness and creating demand where it may not have existed. Their visual nature allows for greater creativity and storytelling opportunities, making them an advantageous option for businesses looking to stand out and engage with audiences. Display advertising can increase website traffic, brand recognition, meaning potential customers are more likely to convert.

Benefits and Advantages of Google Display Ads

Google Display Ads have become an essential part of any online marketing plan, especially if your aim is to reach new customers and grow your business. Here are some of the benefits and advantages of Google Display Ads:

  • Targeted Advertisements: Google Display Ads allow you to target specific audiences based on a range of factors such as demographics, interests, location, and search network behavior. Using this feature, businesses can serve ads only to potential customers who are more likely to engage with their products or services.
  • Increased Brand Awareness: Display Ads can help increase your brand's visibility, promote brand recognition, and improve recall rates. Advertisements appearing in front of relevant audiences repeatedly can help ensure your brand stands out from the competition.
  • Multiple Ad Formats: Google Display Ads offers a variety of ad formats, such as banner ads, video ads, and responsive display ads, among others. These multiple ad formats give brands more options to create engaging ads that cater to their target audience and can be displayed across various devices.
  • High Conversion Rates: Display Ads can drive high conversion rates, especially if they are used strategically within a remarketing campaign. With the help of Google Analytics, advertisers can track user behavior and optimize their campaigns to improve the conversion rate and average cost.

Overall, Google Display Ads are an excellent option for businesses looking to reach new customers, increase brand awareness, and drive conversions. With accurate targeting and multiple ad formats, it provides businesses with an opportunity to create engaging content across several devices and reach a relevant audience effectively.

Reach and Targeting Capabilities

Google Display Ads can be used to reach potential customers across a vast network of 35 million sites and apps, including YouTube and Gmail. This allows businesses to expand their reach and improve brand visibility. There are two main targeting categories: contextual and people targeting. Contextual targeting focuses on the content of web pages, while people targeting considers interests and behaviors. Advertisers can refine their targeting by selecting from various options such as demographics, affinity, in-market, remarketing, combined, and custom audience segments. Placement Targeting can offer tighter targeting by limiting ad placements to specific websites selected by the marketer. Choosing the right targeting strategy is essential for achieving campaign goals.

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The Importance of Visual Appeal in Google Display Ads

Google Display Ads require eye-catching visuals. High-quality images, strong calls-to-action, and testing different formats are essential for success. Choosing the right dimensions and sizes is also important. Visual appeal drives engagement and conversions, making it a priority in digital marketing. The display URL and visuals are crucial in attracting attention and engagement. Use relevant, high-quality images that fit common Display ad sizes. Google Responsive Display Ads automatically adjust to meet content exclusions and format requirements.

11 Steps To Launching Your Google Display Ad Campaign With Periscope Media

Google Display ads are essential for reaching and engaging potential customers on the internet. Here are the steps that Periscope Media takes in launching and setting up a successful Google Display ad campaign:

  1. Sign in to your Google Ads account
    The first step to launch a Google Display ad campaign is to sign in to your Google Ads account. If you don't already have one, create an account for your business.
  2. Create a new campaign
    Click on the "+ Campaign" button and choose "New Campaign" to set up your new Display campaign.
  3. Set your campaign goals
    Choose your campaign goals from the options presented by Google Ads. For a Display campaign, you'll typically choose "Sales" or "Leads."
  4. Choose the campaign subtype "Standard"
    After setting your display goals, choose the campaign subtype "Standard" for your Display campaign.
  5. Define your audience
    Select the targeting options for your audience based on demographics, behaviors, and interests. You can target people based on age, gender, location, and many other factors.
  6. Select ad formats
    Choose the ad formats you want to use for your Display campaign. Google offers several types of Display ads, including image, video, and interactive ads.
  7. Choose your bidding strategy
    Decide on the bidding strategy you plan to use for your Display campaign. Google offers many bidding strategies, including cost-per-click (CPC), cost-per-acquisition (CPA), and viewable cost-per-thousand impressions (vCPM).
  8. Set your budget
    Set your budget for the campaign. You can set a daily or total budget for your campaign or allow Google to adjust your budget to reach your goals automatically.
  9. Create your ad
    Design and create your ad using Google's easy-to-use ad creation tool. You can use images, videos, and interactive elements to make your ad stand out.
  10. Select the landing page
    Select the landing page that your ad will lead to. This page should be optimized for conversions and provide a clear call to action.
  11. Launch your campaign
    Review your campaign settings and launch your Display campaign. You can monitor your campaign performance using Google Analytics and adjust your settings.

Periscope Media helps businesses launch and set up successful Google Display ad campaigns that reach and engage potential customers by following these steps.

Choosing the Right Campaign Type

Choosing the right campaign type is crucial for launching successful Google Display Ads. One option is to select "Display Network only" as the campaign type. This means your ads will only appear on websites and apps within the Google Display Network, reaching potential customers as they browse the internet. Defining your target audience based on demographics, behaviors, and interests is important to ensure your ads reach the right people. Additionally, selecting appropriate landing pages with informative content is key to driving conversions. Long-form landing pages and ample contact information can help increase trust and encourage potential customers to take action.

Defining and Targeting Your Audience

To succeed in Google Display Ads, target your audience effectively. This improves your conversion rate and reaches potential customers. Google has three interest categories: Affinity, Custom, and In-market. Affinity targets users interested in broad topics. Custom targets customers who already interacted with your brand. In-market targets users actively searching for solutions similar to yours. Custom Intent Audiences target users with specific search behavior. Adjust audience targeting based on interest and demographics. Use negative keywords to prevent ads from displaying to negative audiences on unwanted websites or apps. Google Display Ads reaches users based on online behavior, providing more granular control over who sees your ads.

The Role of Analytics in Google Display Ads

Google Display Ads can be improved with analytics. Marketers can use data to identify the best audiences and ad types. This leads to better campaigns over time. Key metrics to track include click-through rate, conversion rate, and cost per conversion. A/B testing is also useful for comparing ad variations. Analytics helps marketers achieve their goals more effectively. Google Display Ads provide data points and audience insights to understand visitor behavior. This knowledge can be used to optimize goals, such as driving more organic traffic or increasing conversions.

7 Steps To Measuring Success and Optimizing Campaign Performance

  1. Analyzing Audience Engagement: Periscope Media measures the success of display ads campaigns by analyzing the audience engagement data. Some engagement metrics include the number of views, bounce rates, time on the website, and pages per session. These metrics provide valuable insights into how effectively the ads resonate with the target audience.
  2. Goal Tracking: Periscope Media tracks the progress of the display ad campaign towards specific goals such as lead generation, brand awareness, or website visits. This helps understand how effectively the campaign meets business objectives and adjusts strategies where necessary.
  3. Conversion Rate: Another key metric for success measurement and campaign optimization is the conversion rate. This tracks how many users complete the desired action after interacting with the ad, such as submitting a form or making a purchase. A higher conversion rate indicates that the ad reaches the intended audience and drives the desired action.
  4. A/B Testing: Periscope Media implements A/B testing to optimize the performance of the display ad campaign. This involves testing different ad components like image, copy, and call-to-action to see which variations perform better. The insights from A/B testing help make data-driven decisions and improve the overall campaign performance.
  5. Audience Targeting: Audience targeting is used by Periscope Media to display the most relevant display ad. By analyzing data such as household income, search history, and online behavior, targeting is optimized to improve engagement metrics. Dynamic Remarketing is another feature that can improve performance by displaying personalized ads to users based on their previous interactions with your website. This campaign relies on a cookie that's placed in the user's browser.
  6. Bidding Strategies: Periscope Media regularly reviews and adjusts bidding strategies for display ad campaigns to improve performance. The goal is to balance maximum reach with minimal cost-per-click. Display Ads have a lower cost per click than search advertising. Smart bidding strategies like the target CPA bid strategy can be used to get the most out of your investment.
  7. Regular Reporting: Finally, Periscope Media creates regular reports to track the performance of display ad campaigns. These reports help identify issues and opportunities for improvement, allowing swift action to optimize the ads and achieve better results.
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Further Information on Display Ads

Why Choose Periscope Media for Your Display Ads Management?

Periscope Media offers a range of benefits for brands looking for Google Display Ads management. With a team of Google Ads-certified professionals, experienced designers, and copywriters, Periscope Media can tailor strategies and provide customized solutions that deliver measurable results. The agency offers flexible pricing and packages suitable for businesses of all sizes. Periscope Media also prioritizes transparency, collaboration, and data-driven decision-making, ensuring clients are involved in the process and can see the impact of their display ad campaigns. Choose Periscope Media for an effective, customized, and transparent Google Display Ads management approach.

The Periscope Media Difference

The Periscope Media difference lies in our team of experts who can help businesses succeed in their Google Display Ads campaigns. Our unique approach involves understanding our client's needs, analyzing their target audiences, and creating customized solutions to help them reach their marketing goals. With Google Ads certified professionals, experienced designers and copywriters, and a deep understanding of bidding, audience targeting, and conversion rate optimization, we provide our clients with an unparalleled experience that sets us apart from other agencies. Whether our clients want to increase their display ad campaign's effectiveness or improve their overall digital marketing strategy, Periscope Media is the agency to work with.

Our Expert Team of Google Ads Certified Professionals

As a digital marketing agency or business, having a team of Google Ads Certified Professionals is crucial to success with Google Display Ads campaigns. When looking to hire an expert team, such as the team at Periscope Media, here are some qualifications and expertise to consider:


  • Google Ads certification: Ensure that the team members have earned their certification from Google to display their knowledge and understanding of Google Ads.
  • Experience: A team with prior experience creating and optimizing display campaigns is crucial. Look for individuals with a minimum of 2-3 years of experience handling Google Ads campaigns.
  • Analytical skills: A good team should be data-driven and have the ability to analyze campaign metrics and provide insights to improve campaign performance.
  • Communication skills: Look for individuals with strong communication skills who can effectively communicate strategies, performance updates, and recommendations to clients.


  • Target audiences: A key skill is defining and reaching target audiences effectively. An expert team should be skilled in creating custom and relevant audiences to maximize campaign performance.
  • Google Analytics: Knowledge of Google Analytics is crucial as it contributes to creating an informed and data-driven digital marketing strategy. A team with a deep understanding of Google Analytics can provide insights to help businesses make informed decisions.
  • Bidding strategies: A team with expertise in Google Ads bidding strategies can help improve campaign performance and maximize ROI.
  • Campaign types: It is essential to have a team that is experienced in creating and managing various types of Google Ads campaigns, including display campaigns.
  • Display network: A team of experts should have an understanding of the Google Display Network and be able to leverage it to reach potential customers effectively.
  • Smart Display campaigns: A team with expertise in Smart Display campaigns can effectively utilize AI to reach customers and improve campaign performance.
  • Improved campaign performance: Businesses can expect increased ROI and improved campaign performance by working with a team of experts.
  • Up-to-date knowledge: A team of certified Google Ads professionals possesses up-to-date knowledge of the latest changes and updates to Google Ads, ensuring that campaigns adhere to industry best practices.
  • Campaign optimization: A team that is skilled in analyzing campaign data can provide insights to improve campaign performance quickly.
  • Optimal budget utilization: With expertise in bidding strategies, a certified team can help businesses optimize their budget utilization and maximize the impact on campaign outcomes.

Investing in a team of certified Google Ads professionals can significantly benefit a business. With their expertise and qualifications, an expert team can help create and manage effective Google Display Ads campaigns that reach potential customers and drive conversions.

Periscope Media's Experienced Designers and Copywriters

Benefits of Having Periscope Media's Experienced Designers and Copywriters on Your Team for Google Display Ads:

  • Enhanced visual appeal:
    Skilled designers can make great ads and get noticed by your target audience. They know design principles, typography, color, and imagery to create ads that stand out and attract potential customers.
  • Compelling ad copy:
    Copywriters possess specialized skills in creating persuasive language that motivates the audience to take action. Ad copy that is written effectively can improve the conversion rate of display ads by resonating with the target audience.
  • Ad optimization:
    Working with experienced designers and copywriters can improve your ad campaign's performance and ROI through A/B testing and optimizing ad copy and design.
  • Consistency in branding:
    Designers and copywriters create consistent branding for display ads, which boosts brand recognition among your target audience.
  • Increased efficiency:
    Hiring skilled designers and copywriters improves display ad efficiency, saves time and resources, and leads to better results.

Tailored Strategies and Customized Solutions

At Periscope Media, we understand that every business is different, requiring a unique approach to achieve their marketing goals. We provide customized strategies that are tailored to your business needs, goals, and target audience. Our team of experts will work with you to design a customized strategy that fits your requirements and budget:

  • Targeting options:
    We help you reach your target audience through demographic, geographic, and interest-based targeting. By focusing on your audience, we can maximize your campaign's potential and achieve a greater return on investment.
  • Ad format customization:
    Our company offers customized ad formats that match your business's marketing objectives. We have responsive display ads, image ads, banner ads, and diverse ad sizes based on your chosen targeting options. Our team creates attractive and informative campaigns that capture attention while maintaining your brand identity.
  • A/B testing:
    Periscope Media values A/B testing as an important tool for optimizing ads. Through this process, we can determine which elements of an ad, such as headlines, descriptions, copy, imagery, and calls-to-action, perform best. This optimization allows us to enhance campaign performance and achieve higher conversion rates.
  • Continuous monitoring and optimization:
    Our team will monitor and optimize your campaign, tracking its performance and making real-time adjustments to increase its effectiveness and help achieve your marketing goals.

Flexible Pricing and Packages

Periscope Media provides Google Display Ads management services with flexible pricing and packages. We understand that each business has unique needs and budgets, so our pricing options are tailored accordingly. Clients can customize their packages to fit their specific goals and budget. We offer payment schedules that accommodate different business structures and financial situations. Our pricing options include performance-based pricing, where we charge based on a percentage of the ad spend budget and campaign success metrics. We aim to provide personalized and effective Google Display Ads management solutions that fit each client's needs and budget.

Display Ads Frequently Asked Questions

Got more questions? Why not explore our range of commonly asked questions. If you're still wanting more answers, book a call today!

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Getting Started with Periscope Media in 5 Steps:

Getting Started with Periscope Media for Your Google Display Ads Campaign is an easy 6-step process:

  1. Research and Contact Periscope Media - The first step to getting started with Periscope Media is to research our services and contact us to discuss your Google Display Ads campaign needs and goals. You can find information about Periscope Media's services on our website or by reaching out to our team directly.
  2. Consultation and Customized Solutions - Periscope Media offers customized solutions to meet each business's specific marketing goals. The team will work with you to identify your target audience, campaign objectives, and budget to create a strategy that optimizes your Google Display Ads campaign for optimal performance. This process includes a no-obligation free digital marketing strategy session to discuss your options.
  3. Proposal and Agreement - Once you have discussed your needs and goals with Periscope Media, we will develop a proposal for your campaign, outlining the types of services we will provide and the associated costs. We'll also provide an agreement detailing the terms and expectations of the collaboration.
  4. Campaign Creation and Launch - Periscope Media will begin developing your Google Display Ads campaign after the agreement is finalized and signed. We''ll create the ad content, develop a bidding strategy, and launch the campaign on the Google Display Network.
  5. Ongoing Campaign Management - Periscope Media will manage your Google Display Ads campaign, refining the strategy and adjusting the campaign to improve performance. We'll provide you with regular reports to keep you informed about your campaign's progress and adjust the campaign as necessary to maximize your ROI.

Ready to take your business to the next level? Look no further than Periscope Media. Our easy and effective process is designed to deliver maximum results in record time. Schedule your no-obligation digital strategy session today and let's grow your business together!

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