About Display Network campaigns in the new Google Ads experience

This article only applies to the new Google Ads experience. Determine which Google Ads experience you’re using.

Explore the streamlined design and take advantage of updated features of Display Network campaigns. We're working hard to design the best Display advertising experience yet, and you can make an impact by sharing your feedback with us.

This article explains the benefits of Display Network campaigns in the new Google Ads experience.


  • Simpler, more intuitive workflows help you accomplish tasks quickly.
  • Relevant business insights are easier to uncover.
  • Display campaign creation and management that's simpler than ever.
  • The same Google Ads performance you're used to, so your campaigns continue to run the same way you're familiar with.
  • You can always switch back to the previous version of Google Ads if you need to.

What's different in the new Google Ads experience

Content exclusions

Content exclusion settings help you prevent your ads from showing alongside certain categories of websites, videos, and apps that may not fit your brand.

  • “Site category options” are now called “Content exclusions” in the new Google Ads
  • These settings can be found under “Additional settings” when you create a new campaign, or you can edit them later in your “Campaign settings”

Audiences: Unifying interests and remarketing

We’ve made improvements to streamline targeting workflows across campaign types. Interest targeting and remarketing are unified in the new Google Ads experience under the “Audiences” page. The “Audiences” page (similar to the “Interests & remarketing” tab in the previous AdWords experience) includes:

  • Affinity audiences, custom affinity audiences, and in-market audiences 
  • Remarketing and similar audiences 

Audience manager

In the new Audience manager, you'll be able to see the data sources available for your Google Ads tag-based remarketing lists and YouTube remarketing lists. We’ll help you setup and troubleshoot your tag-based data sources using activity metrics. You can create remarketing lists for website visitors (including rule-based lists) and YouTube user lists in this new centralized place for audience targeting. 

In the audience lists table, you can sort, group, and filter your lists. You can see details like which lists are currently being used and when they were created. This helps you get a better idea of your remarketing list statuses at a glance. 


When creating a new campaign, you’ll see ad group targeting options in 2 categories:

  • People (recommended): Target using audiences, remarketing, and demographics.
  • Content (optional): Target using content keywords, topics, and managed placements.

To edit targeting for existing campaigns, use the plus button  on the targeting method’s page. You can also use the “Edit all targeting” feature to see all your ad group targeting options in one place.

Targeting and observations

To help clarify targeting options, we’ve made changes to some targeting setting names in the new Google Ads experience.

  • “Target and Bid” is now called “Targeting” 
  • “Bid only” is now called “Observations”

Learn about targeting and observations

Create a new Display Network campaign

  1. Sign in to Google Ads.
  2. From the page menu on the left, click Campaigns.
  3. Click the plus button , then select New campaign
  4. For "Campaign type," select Display Network.
  5. Set your campaign settings.
  6. Create an ad group.
  7. Create ads (optional).
  8. Click Save and continue.

Send us feedback

We want to hear about what's working for you in the new Google Ads and what could be improved. To share your thoughts, click the help icon  in the upper right-hand side of your account, then click Leave feedback.

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