Improve your keywords for the Display Network

Now that you're running a Display Network campaign, it's time to evaluate your keywords and improve the poor-performing ones.Think about your keyword performance in relation to your advertising goals so you can make changes based on getting the results you want. Whether you'd like to increase traffic to your website or increase conversions, such as sales, try some of the following tips to fine-tune your targeting.

Increase traffic to your website


Let's say you're a glass artist and you sell blown-glass vases. You'd recently had a really productive couple of weeks, and created a bunch of new, one-of-a-kind works, and posted them for sale on your website. You'd like to get as many people as you can to visit your site and check out your masterpieces.

Add more generic keywords

Try adding more general keywords to your campaign if you'd like your ad to be eligible to appear on a large number of websites. If you own a retail store, you might want to choose a general keyword like "vases" instead of a more specific keyword like "hand blown glass vases". Learn how to add keywords

Add different keywords

New keywords that are unique terms, ideas, or concepts can help improve traffic to your ad. For example, instead of using the keyword "vase," try adding the keywords "flower jar," or "pitcher ". These different, unique keywords can help you match your ad to additional pages on websites, which might help your ad appear more often.

Increase your bids for well-performing keywords

Increase your cost-per-click (CPC) bids for those keywords with high clickthrough rates to help your ads show more often on pages that drive traffic to your website. Learn more about how to adjust your keyword bids

Use keyword insertion

Keyword insertion can dynamically update your ad text to include one of the keywords that triggered your ad. Showing how closely your ads match a customer's search terms can make your ads more relevant and help increase your clickthrough rate (CTR). Learn more about using dynamic keyword insertion

Refine your keyword list to reduce your costs


Now, let's say you're getting a ton of visitors to your website about your hand-made vases, and you'd like to focus your ads on people who are more likely to buy one of your pieces. For example, for some keywords, you might see that people are clicking your ad but aren't buying your vases. You can refine your keyword lists to focus your ads on potential customers, keeping in mind that fewer clicks can mean a lower total cost.

Add more specific keywords

Reach customers more effectively by using specific keywords that directly relate to your product or service. For example, for a hand-made vase shop, you might want to choose a specific keyword like "blown glass" instead of a more generic keyword like "vase." It's important to remember that you might not be able to reach as many people as you'd like with more specific keywords. Learn more about adding, editing or removing some general keywords

Decrease your bids on poor-performing keywords

Limit the amount you spend on keywords that aren't performing as well as others. You can decrease your cost-per-click (CPC) bids for those keywords so you're spending more of your budget on keywords that are performing well. Learn more about how to edit your CPC or CPM bids

Pause poor-performing keywords

If you've already decreased your cost-per-click (CPC) bids for poor-performing keywords, but you'd still like to improve your campaign's performance, try pausing or removing those keywords. You can unpause them or re-add them again when they are more relevant.

Prevent your ad from showing in the wrong places

Try excluding certain keywords from your campaign to prevent your ad from showing on websites that aren't relevant to your product or service. That way, you can avoid paying for clicks that aren't likely to lead to conversions. For example, if you run a shoe store, you might want to exclude keywords like "used" and "second hand" to prevent your ad from showing on websites that refer to used shoes. Keep in mind that if you exclude too many keywords, your ads might reach fewer customers. Learn how to exclude specific webpages or mobile apps

Enable Conversion Optimizer

Try using Conversion Optimizer, a Google Ads feature that uses your Google Ads Conversion Tracking data to get more conversions at a lower cost. (Note that your campaign must be eligible for the feature). Conversion Optimizer can help you avoid unprofitable clicks and get you as many profitable clicks as possible. Learn more about how to set up Conversion Optimizer

Use keyword landing page URLs

Drive traffic to your landing page that's directly related to a keyword by using landing page URLs at the keyword level. If you're using keyword-level landing page URLs in your search campaign, you might want to do the same for the Display Network. Learn more about how to set up landing page URLs for keywords


  • On the Display Network, all keywords are considered broad match only. This means that you don't need to include plurals, misspellings, and other variants of your keywords.
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