You have set up Google Adwords and are ready to start your first campaign?
Before we jump straight into creating an advertisement you need to think about your objective, imagery and budget for this Google Display Campaign.
Think about the following elements and requirements
Objective
What is your objective? Perhaps to attract new patients?
Campaign Message
Your campaign message could be one of the ProVision campaigns, for example Preventative Eye Care or Digital Eye Strain. You could also decide to create your own campaign message within your practice.
Imagery
There are a few different things to consider when selecting imagery for your Google Display Advertising Campaign.
Image Sizes
Google have a list of available image sizes for display advertising. For a full list and break down of each size click here.
Each advertisement size has advantages and disadvantages. For example some will be placed on websites that are deemed as cheaper positions. Others are a very popular size, so there are a lot of available advertising spots; however it may be a very small size. Others are quite large in size but there aren’t many available spots. We recommend using 970 x 90px and 300 x 250px as they are two top performers that don’t break the bank.
Image Size Quantity
To achieve the best results it is ideal to have at least 3 different advertising image sizes within one Google campaign ad group. This will ensure you don’t miss out on an opportunity. For example, you only have 1 image in your ad group that is 160 x 600px in size. A website that fits your targeting has 2 templated advertising spots, however, these spots are for 970 x 90px and 300 x 600px. Although this website fits your targeting and budget it does not fit your 1 image size and so you would have missed out on that opportunity.
Finding Imagery
ProVision have created campaign drop box links which provide you with a number of different Google advertising image templates in a large number of sizes. Simply enter the drop box to browse an array of templates.
There are two different image files that are available to you from ProVision: JPEG and GIF
- JPEG: this is a basic image file
- GIF (preferred): this has 2 (or more) different images that flick back and forth every 3 seconds. This allows us to grab attention with the animation and also to communicate a longer message in a small space. In ProVision testing, GIFs achieve double the clicks and results than a JPEG file.
Logo
You must have your logo on your Google display advertising image. Google wants to make sure that the advertisement created has relevance to the website it is being linked to. The only way for Google to know if this is the case is to link your advertising image with your website using your logo graphic. Once you have selected an image, whether it is from ProVision’s campaign drop box or your own image, please make sure to add your logo or contact the ProVision marketing department to add your logo to a ProVision Campaign advert; if Google does not find relevance of your advertisement to your website your ad will not be approved.
Budget
Google Display advertising works on a pay per click basis. This means you will only be charged when someone actually clicks on your advertisement. Google allows you to set two different budgets to manage these costs:
- Daily Budget (how much you are willing to pay per day)
- Cost Per Click (how much you are willing to pay per click on your advertisement)
Daily Budget
You need to decide how much you are willing to pay on clicks in total per day for this campaign. For example you could say your maximum budget per day is $10. This means Google will display your ad until you have spent $10 per day and then stop showing your ad for the day. If you are not sure how much to spend initially we recommend between $5 to $10 per day and then experiment from there. You are able to edit your budgets easily after you have created your advertisement.
Something to be mindful of, Google may charge you up to 20% more than your daily budget on a given day if your ad is doing well. It will, however, ensure you are charged your daily budget at the end of the month. For example, if you are on a $10 per day budget, you may be charged $12 for one day but the next day you will only be charged $7 and so on. By the end of the month you will not be charged more than $310 (31 days x $10).
Cost Per Click
You can choose how much you pay every time someone clicks on your advertisement. We recommend starting at a limit you are comfortable spending, around $1 per click. Then continue to adjust the cost as you monitor your ad’s performance. If you enter a Cost Per Click (CPC) bid limit that’s too low, your daily budget may not be used up completely or your ad may not show at all. If this happens, increase your CPC bid limit and keep experimenting.
For example, if you set your daily budget to $10 per day and CPC to $1 you should expect around 10 clicks per day. Remember both these budgets are a maximum, this doesn’t mean it will definitely reach your maximum. Your CPC is also a maximum. You may allocate $1 per click, however, the website that your advertisement is displayed on may not be worth that much. In this case you may only be charged $0.50 for that click. Your daily budget may not be met if your advertisement is not getting clicked on. This could be due to your CPC being too low.
Preparation Checklist – Google Display Advertising
Before you place your ad, make sure you have checked off the boxes below:
I know what my objective is
I have selected a campaign message
I have contacted ProVision to organise JPEG or GIF image files with my logo
I have saved the 3 or more image files provided by ProVision to my computer
I have decided on a daily budget and a Cost Per Click Budget
You are now ready to place your first Google Advertising Campaign!
