How display campaigns work
You create ads in several sizes and choose who should see them. An ad network or programmatic platform then places the ads on websites and apps where that audience spends time. In Google Ads, display campaigns run on the Google Display Network, which covers millions of websites and apps as well as Google sites such as YouTube and Gmail.
Targeting options
- Audiences: interests, demographics, people actively researching a product (in-market audiences) and your own customer lists.
- Remarketing: people who have visited your website or used your app before.
- Content: topics, keywords or specific websites and apps (placements).
- Optimized targeting: the platform looks for people likely to convert, based on your goal.
How display campaigns are measured
Display ads are usually bought per thousand impressions (CPM) or per click (CPC). Besides clicks and conversions, look at reach, frequency, viewable impressions and view-through conversions, because many people see a display ad, don’t click, and buy later.
Display campaign example
An online course provider sets up a Google Ads display campaign with a 300 kr daily budget. It targets people who visited the course page in the past 30 days and an in-market segment for “online education”. It uses one image, a short headline and a “Start free lesson” button. After two weeks, it reviews placements, removes four apps that bring accidental clicks and raises the budget for the remarketing group.
Display campaign setup checklist
- Install conversion tracking and build a remarketing audience before launching.
- Choose the goal and the bid strategy that fits it.
- Set locations, languages and a daily budget.
- Create several ad versions and test them.
- Add placement exclusions for content you do not want your ads next to.
- Check results by audience, placement, device and ad.
Display campaign mistakes
- Letting automated targeting expand too widely with no review.
- Sending all clicks to the home page instead of a relevant landing page.
- Judging after a day or two, before the system has learned.
- Not excluding apps with accidental clicks, such as games.
Display campaign FAQs
How is a display campaign different from Performance Max?
A display campaign runs only visual ads on partner sites and apps. Performance Max uses many Google channels in one campaign. See display ads and Google Ads.
What is a good budget to start?
Enough to get a clear signal over a few weeks. See advertising budget.