Keys to launching a Display Campaign for your Dropshipping store – Google Ads Guide (Part V)

A Display Campaign can result in a lot of profit for your dropshipping store. Find out what it is and what factors to consider when creating it.

You can launch various types of campaigns through Google Ads. In addition to displaying ads in search results, Google Ads allows you to set up campaigns to be displayed on the Google Display network. This is what is commonly called a Display Campaign and, in this post we will try to define the keys to correctly putting together such a campaign.

What is the Display Network?

Let’s start at the beginning. The display network is a group of more than two million web pages, mobile and video applications (mainly YouTube) in which Google is able to make your Google Ads ads appear. According to Google’s own data, more than 90 percent of internet users worldwide are reached through this network, so it is easy to imagine the extent of the sites that comprise it.

The advertising mechanism used in the display network is the same as in all Google Ads. The advertiser pays for each click received and Google makes agreements with websites that offer “support” (media, blogs, pages with a lot of traffic that leave room for banner advertising). Every time a user clicks on advertising on these websites, Google pays a small amount to the owner of the site that carries it. Some blogs or media finance themselves in this way (although they must generate significant levels of traffic in order to make good profits).

Types of ads

The ads displayed on the display network can be of various types. We will distinguish mainly between text ads (similar to the ones shown in the search network) and graphic-based ads.

Note that each location (website, application, or video) reserves a space for displaying ads. The result is that there are “gaps to fill” of many shapes and sizes. The ideal approach would be to upload an image for each one of these sizes. However, through Google Ads, you can also create a universal ad format that will be adapted to every site where it is displayed. These are the so-called “dynamic ads”.

Display Campaign segmentation

Each site or location that makes up the Google Display network is parameterised and tagged within the corresponding groups. In this way the system groups the different sites into a myriad of different categories, which you can choose when segmenting your display campaign.

The forms of segmentation for the Display Network are as follows:

• Key words in the display network work in a similar way to ads in the Google Search network. Google Ads allows you to insert the desired keywords and where the Google algorithm detects those words, it will display your ads. As with search campaigns, there are parameters such as matching or negative keywords that will allow more fine-tuning in the segmentation of the campaign.

• Locations: This means all the websites, applications or video where an advertisement is displayed. There are more than two million locations and we can select, add and/or exclude those where we want our ads to be displayed or not displayed.

• Topics: Google has the parameters and information to classify each page that is susceptible to displaying an ad and to clearly detect what subject the ad content is categorised under. This way you can select the ads to be displayed in the places where we talk about what we are interested in. For example, for a home product store, it would make sense to choose themes related to decoration and interior design.

• Interests: The algorithm and various different cookies can detect those who are showing interest in the products or services offered. It is therefore possible to configure the campaign to show those who are actively interested in our products, no matter what they are doing in the display network. For example, if a person is interested in buying gym products and we select this type of interest within the segmentation, the ad can be displayed, even though he/she is currently browsing an events website.

• Remarketing: Through Google Analytics we can send a cookie to and “mark” all those who have ever visited our website. By combining this technology with Google Ads and the display network, we can configure the campaigns to only show ads to those who have ever visited the site. What will happen is that, even if they have finished a session on that website, the message or the brand image you want to transmit will “follow” the user through all the locations they visit.

• Demographics: Finally, you can also orient ads to people depending on their age, sex and whether or not they have children.

For the correct functioning of your campaigns you will have to identify and know your users well, and to create ads that attract attention and that get clicks to your site. If you know your users well, you’ll be able to segment the campaign so as to appear to those who are really interested in buying from you. In addition, you can also combine various target types to make your target audience more and more specific. It is advisable to use segmentation that is neither too broad nor too narrow.

Remember, this is just one of the types of campaign that can be created in Google Ads. If you want to discover how campaigns work in the search network or take a look at the Google Ads glossary which contains the most commonly- used terms when it comes to running campaigns, you can do so by clicking on these links.