Objective

To create, optimize, and manage Google Display Ads to increase brand visibility and drive targeted traffic to the website.

Prerequisites

• Access to Google Ads account
• Access to website analytics (e.g., Google Analytics)
• Knowledge of target audience and marketing objectives
• Approved ad creatives (images, logos, headlines, descriptions)

Step-by-Step Procedure

1. Planning and Preparation

1. Define Objectives:

   • Determine the primary goal (e.g., brand awareness, website traffic, lead generation).
   • Set specific, measurable, achievable, relevant, and time-bound (SMART) goals.

2. Identify Target Audience:

   • Define audience demographics, interests, and behaviors.
   • Use tools like Google Analytics, market research, and customer personas.

3. Gather Creatives:

   • Ensure you have high-quality images, logos, headlines, and descriptions.
   • Follow Google Ads image guidelines (e.g., resolution, file size, aspect ratio).

2. Campaign Setup

1. Log in to Google Ads:

   • Navigate to Google Ads and sign in with your account.

2. Create a New Campaign:

   • Click on the ‘Campaigns’ tab on the left sidebar.
   • Click the blue ‘+’ button and select ‘New Campaign’.

3. Select Campaign Goal:

   • Choose the campaign goal that aligns with your objectives (e.g., Sales, Leads, Website traffic, Product and brand consideration, Brand awareness and reach).

4. Choose Campaign Type:

   • Select ‘Display’ as the campaign type.

5. Campaign Settings:

   • Name your campaign.
   • Set the location targeting to where you want your ads to appear.
   • Select languages spoken by your target audience.
   • Choose your bidding strategy (e.g., Target CPA, Maximize Conversions).

6. Budget and Bidding:

   • Set a daily budget for the campaign.
   • Choose a bidding strategy (e.g., Target CPA, Maximize Conversions).

7. Audience Targeting:

   • Use audience segments to target specific groups (e.g., In-market audiences, Custom Intent audiences, Remarketing audiences).

3. Ad Group Setup

1. Create Ad Groups:

   • Name your ad group.
   • Set bids for your ad group (if not using automated bidding).

2. Define Targeting Options:

   • Use audience targeting, demographic targeting, and content targeting (e.g., topics, placements, keywords).

4. Ad Creation

1. Create Responsive Display Ads:

   • Click on ‘Ads & extensions’ and then the blue ‘+’ button.
   • Select ‘Responsive display ad’.
   • Add multiple headlines (short and long), descriptions, and images.
   • Add a business name and a final URL.

2. Preview and Adjust:

   • Preview the ads in different formats (mobile, desktop).
   • Adjust the text and images to ensure they look good in all formats.

5. Review and Launch

1. Review Campaign Settings:

   • Double-check all settings, targeting options, and ad creatives.
   • Ensure everything aligns with your objectives and brand guidelines.

2. Launch Campaign:

   • Click ‘Publish’ to launch your campaign.

6. Monitoring and Optimization

1. Monitor Performance:

   • Regularly check the campaign performance in the Google Ads dashboard.
   • Pay attention to key metrics like impressions, clicks, CTR, conversions, and cost.

2. Optimize Campaign:

   • Adjust bids, targeting, and ad creatives based on performance data.
   • Use A/B testing to compare different ad variations.
   • Pause underperforming ads and reallocate budget to high-performing ones.

3. Utilize Google Analytics:

   • Track the behavior of traffic driven by your Display Ads.
   • Analyze metrics such as bounce rate, average session duration, and conversion rate.

7. Reporting

1. Generate Reports:

   • Use Google Ads and Google Analytics to generate performance reports.
   • Include key metrics, insights, and recommendations.

2. Share with Stakeholders:

   • Provide regular updates to stakeholders.
   • Highlight successes, challenges, and planned optimizations.

Tips for Success

• Regularly refresh ad creatives to avoid ad fatigue.
• Utilize Google’s automated targeting options to expand reach.
• Keep an eye on frequency caps to avoid overexposing your audience to the same ads.
• Leverage remarketing to re-engage users who have interacted with your brand.

This SOP should help streamline your process for managing Google Display Ads. If you have any specific needs or additional questions, feel free to ask!