By Zieliński Jerzy

How does a Google Ads display campaign work?

What is a display campaign? Is it worth limiting yourself to just Google Ads text ads? Today I’ll talk more about display campaigns and, most importantly, the benefits they can bring to your business.

No experience setting up display campaigns? No problem – contact me and I will take care of it from A to Z.

What is a display campaign?

A display campaign is one of the advertising formats offered by the Google Ads platform. It involves displaying graphic, text or multimedia ads on websites in Google’s advertising network. You can find these ads on popular websites, blogs, social networks and other platforms that participate in the Google AdSense program.

A display campaign gives you the opportunity to reach a wide audience using different websites. Display ads in display campaigns can be targeted based on demographics, interests, geographic location and other factors. With Google Display Ads, you can reach people who are more likely to be interested in your products or services.

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How does a display campaign work?

Google Display Ads is based on an ad auction that determines which ads will be displayed on a given website. The process is as follows:

  1. A website makes a demand to display an advertisement.
  2. The Google Ads system analyzes information about a website, such as subject matter, quality and content compatibility.
  3. The system then matches ads from display campaigns that fit the site profile and target a specific audience.
  4. Finally, the ads that received the highest ratings in terms of quality, rates and relevance are displayed on the website.

It is worth noting that Google Ads is constantly optimizing the process of displaying ads to ensure the best possible results for advertisers and website users. Google’s algorithms analyze a number of factors, such as the quality of ad content, conversion efficiency and click-through rates, to better match ads to the right audience and context. This means that just setting a high rate does not yet guarantee you outbid your competitors. The quality of the advertisement also matters.

sample Google Ads display campaign

Benefits of a Google Ads display campaign

Google Ads display campaigns offer many benefits for companies that want to increase their visibility and reach potential customers. Here are some of the main benefits associated with display campaigns:

  • Reach and visibility: display campaigns allow you to reach a wide audience, as ads are displayed on various websites. This allows you to increase your visibility and attract the attention of potential customers.
  • Precise targeting: display campaigns allow precise targeting of ads to specific groups. You can select demographics, interests, geographic location and many other factors to target people who are more likely to be interested in your products or services and reduce the risk of burning through your budget.
  • Strengthening brand awareness: Regularly displaying ads on various websites helps build brand awareness among potential customers. Seeing your ad repeatedly, they will begin to associate it with specific products or characteristics and are more likely to take advantage of your offer in the future.
  • Increasing conversions: Display campaigns can also help increase conversions. You can use different ad formats, such as graphic, text or multimedia ads, to get users to take an action, such as clicking on an ad, visiting your website or buying a product.
  • Remarketing support: Display campaigns are an excellent tool for remarketing, that is, reaching people who previously visited your website but did not make a purchase. You can display ads to these users to remind them of your offer and encourage them to come back and make a transaction.

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Optimization of display campaigns

To get the best results from Google Display Ads, it’s a good idea to perform regular optimization. Here are some tips that may help you:

  • Monitoring and analytics: regularly monitor the performance of your display campaigns and analyze the data. Find out which ads generate the most clicks, conversions and which websites bring the best results. Based on this information, you can adjust your campaigns and optimize their effectiveness.
  • Testing of different variants of ads: A/B testing is a reliable method that allows you to compare the effectiveness of different ad variants. You can experiment with different headlines, graphics, content or CTAs to identify the best solutions.
  • Tailoring content to the target audience: It is important to create ad content that is tailored to the interests and needs of the target audience. Find out what style of speech and graphics best appeal to your audience.
  • Display ad control: Use display campaign management tools to control which websites your ads are displayed on. You can exclude inappropriate sites or select specific sites that are related to your industry.
  • Sensible budgeting: Set realistic budgets for display campaigns and monitor their performance. Find out which campaigns are generating the best results relative to spend and adjust your advertising investments based on this data.

Google Ads display campaigns are an effective tool to reach a wide audience and increase your brand’s visibility. To do so, however, they need to be optimally configured and optimized. Are your Google Display Ads not going well? Contact me – I will review the advertising account and find issues worth improving.

About the author
Digital marketing multitasker. Eight years of experience. I combine Google Ads, SEO, content marketing, video marketing and influencer collaboration.

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I have been active in Google Ads, SEO and e-commerce for almost 10 years. Now I share my knowledge and experience on the blog, on social media and in courses, audits and training sessions.


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