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Display campaigns let you reach a relevant audience with visually engaging ads as they browse millions of websites, apps and Google-owned properties (such as YouTube) to achieve your marketing objectives. |
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A display campaign is one campaign type available to you in Google Ads. |
Benefits
- Reach relevant people in multiple places: Display campaigns can reach people worldwide across millions of websites and apps, and on Google-owned properties. This allows you to expand your reach and stay top-of-mind with an audience beyond just Google Search.
- Build campaigns around your goals: Drive sales, leads and website traffic or build awareness and consideration for your business, product or service.
- Designed for ease of use: Display campaigns use advanced solutions powered by Google AI across targeting, bidding and formats to reach a new or existing audience. This can help your campaign deliver the best campaign results, friction-free. Google AI powers most Display features, such as Smart Bidding, optimised targeting and responsive display ads.
Instructions
1. Create a new display campaign
You'll begin by creating a new campaign in your Google Ads account and selecting a goal for your campaign. The goal that you select should align with what you want to achieve with your campaign. For example, if you want to encourage people to visit your website, select Website traffic when you create the campaign.
Create a new campaign and set a goal
.2. Select your campaign settings
Your campaign settings allow you to choose the locations and languages in which you want your ads to appear. You can also select how often your ads appear to the same customer, opt out of showing your ads on content that doesn’t fit your brand, set start and end dates for your campaign, and more.
Choose locations and languages
Additional campaign settings
3. Set your budget and bidding strategy
Your budget influences how often your ads show and how prominently they’re featured. Your bidding strategy determines the way your budget is spent. Display campaigns support automated and Smart Bidding strategies that can manage your bids for you and can help you meet performance goals.
Choose a budget and bidding strategy
Read our Smart Bidding guide
4. Choose your targeting strategy
Display campaigns offer multiple ways for you to reach people. You can:
- Let Google Ads find the best-performing audience segments for you with optimised targeting.
- Add additional criteria like audience segments or keywords (also known as 'targeting signals') to optimised targeting to find similar criteria to serve your ads on.
- Or, turn off optimised targeting and choose targeting signals that make the most sense for your campaign.
Set up targeting
Which targeting option is right for me?
- You want to reach and acquire new, relevant customers while meeting your goals: Keep optimised targeting enabled. You don't need to add targeting signals.
- You want to reach and acquire new, relevant customers, and you have specific audience segments that you want to reach: Add targeting signals to the campaign and keep optimised targeting enabled.
- You don't want to look for new customers: Turn off optimised targeting and use your current data segments.
Learn more about optimised targeting
5. Create responsive display ads
Display campaigns support responsive display ads. With responsive display ads, you can upload your assets (images, headlines, logos, videos and descriptions), and Google AI will generate ad combinations for websites, apps, YouTube and Gmail.
To improve the effectiveness of your ads, consider uploading:
- 5 or more images
- 2 or more logos
- 5 headlines
- 5 descriptions
- A video
If you want to have more control over the creatives for your display campaigns, you can also build and upload your own image ads.
When you finish, select Add to ad group. You can then choose to add a new responsive display ad to the same campaign, or choose Next to finalise your campaign.
Learn more about responsive display ads
6. Review your campaign
On the 'Review' page, you’ll have the opportunity to review all your setting selections.
Here, you can address potential issues described in alert notifications. To do this, click Fix it in the notification.
If you receive a notification about an issue preventing campaign publishing, you won’t be able to publish your campaign until that issue is resolved.
If you’re ready to publish, select Publish campaign.
What’s next?
After you’ve finished setting up your campaign, it may take a few days for your ads to start showing. Ads are typically approved within 1 working day. Reporting for display campaigns may take up to 72 hours to appear in your Google Ads account
It may take some time for your bidding strategy to fully optimise performance. If you can't find the results you’re looking for in the first 14 days of your campaign, consider increasing your bid or updating your bidding strategy to maximise conversions. You should also make sure that there’s enough budget to support your campaign.
Use Performance Planner after your campaign has been live for at least a week. Performance Planner looks at historical data for your campaign and then provides actionable recommendations for future campaigns. You can access available headroom, simulate different bid and budget scenarios, forecast conversions, maximise growth, evaluate seasonality and increase the efficiency of your campaign. Even better, you can use Performance Planner to examine multiple display campaigns at the same time.
