Optimize your Display campaigns - Google Ads Help Skip to content person Hi, Manage your Google account Show more accounts Hide more accounts add Add another account logout Sign out of all accounts add Add account logout Sign out add Create new Google Ads account More business products from Google Google Ads Merchant Center Google Business Profile Google Analytics Manage your site content preferences Marketing profile settings Privacy Policy · Terms of Service Access your Google accounts in one place. Sign in with Google Want to create a new Google Ads account? You're about to create a new Google Ads account. You can create multiple campaigns in the same account without creating a new account. Cancel Create New Account Accelerate with Google Overview Events Announcements Awards Podcast Where to start? Start with foundations Business essentials Build your presence online Merchant Center Help shoppers discover and buy your products Google Business Profile List your business on Search and Maps Start advertising Overview Explore all that Google Ads has to offer How it works Create, set up, and launch a campaign Meet your goals Find solutions to meet your advertising goal Cost Get the most out of your budget Privacy Drive performance with privacy-centric solutions Solutions Create ads Performance Max Multiply conversions across Google channels YouTube Ads Reach and build connections with engaged viewers Search Reach people searching for the products or services you offer Demand Gen Create and convert new customer demand Display Promote your business where people browse online Local Services Ads Attract more local customers View all Ad tools Ask Advisor Your AI marketing agent that completes tasks for you Manager Accounts Manage multiple ads accounts Keyword Planner Optimize with the right keyword Google Ads Editor Quickly and easily edit campaigns at scale Google Ads Mobile App Track your campaign anywhere in real-time Reach Planner Customize your YouTube media strategy View all No-cost solutions Google Analytics Understand your website traffic Merchant Center Help shoppers discover and buy your product Google Business Profile Get your business on Google Learning & insights Expertise Think with Google Explore the latest insights and marketing strategies Accelerate with Google Get a personalized marketing strategy and learning plan Get support Partners Become a partner Gain training, insights, and rewards Work with a partner Get expert guidance for your campaign Help Get expert support Contact us for support with Google Ads Get help Browse help topics person Hi, Manage your Google account Show more accounts Hide more accounts add Add another account logout Sign out of all accounts add Add account logout Sign out add Create new Google Ads account More business products from Google Google Ads Merchant Center Google Business Profile Google Analytics Manage your site content preferences Marketing profile settings Privacy Policy · Terms of Service Access your Google accounts in one place. Sign in with Google Want to create a new Google Ads account? You're about to create a new Google Ads account. You can create multiple campaigns in the same account without creating a new account. Cancel Create New Account Sign in with Google Accelerate with Google Accelerate with Google Events Announcements Awards Podcast Overview Events Announcements Awards Podcast Start with foundations Business essentials Build your presence online Merchant Center Help shoppers discover and buy your products Google Business Profile List your business on Search and Maps Start advertising Overview Explore all that Google Ads has to offer How it works Create, set up, and launch a campaign Meet your goals Find solutions to meet your advertising goal Cost Get the most out of your budget Privacy Drive performance with privacy-centric solutions Create ads Performance Max Multiply conversions across Google channels YouTube Ads Reach and build connections with engaged viewers Search Reach people searching for the products or services you offer Demand Gen Create and convert new customer demand Display Promote your business where people browse online Local Services Ads Attract more local customers View all Ad tools Ask Advisor Your AI marketing agent that completes tasks for you Manager Accounts Manage multiple ads accounts Keyword Planner Optimize with the right keyword Google Ads Editor Quickly and easily edit campaigns at scale Google Ads Mobile App Track your campaign anywhere in real-time Reach Planner Customize your YouTube media strategy View all No-cost solutions Google Analytics Understand your website traffic Merchant Center Help shoppers discover and buy your product Google Business Profile Get your business on Google Expertise Think with Google Explore the latest insights and marketing strategies Accelerate with Google Get a personalized marketing strategy and learning plan Partners Become a partner Gain training, insights, and rewards Work with a partner Get expert guidance for your campaign Help Get expert support Contact us for support with Google Ads Get help Browse help topics Optimize your Display campaigns Official guide to Display campaigns. Social Module Share Copy link × Table of Contents Set your Display campaigns up for success Reach the right audience at the right moment Create high-performing ads Measure the full value of Display This guide offers Display campaign best practices for connecting customers with relevant ads across the web and apps. Get tips for setting up your campaign with effective ads, reaching the right audiences, and optimizing for performance. Set your Display campaigns up for success Set up conversion tracking to ensure you’re accurately tracking website and app conversions. We recommend that you check your conversion tracking regularly. You can also test conversion tracking by generating conversions and checking to see if they registered across Google Ads, Google Analytics, or your third-party platform. Select a campaign goal based on your objectives. Use Smart Bidding to automate and optimize your bids. Dynamic bids tailored to each individual auction can lead to better results. Tip Display advertisers already using AI-powered features can now multiply results even further across channels with Performance Max. Advertisers who upgrade Google Display campaigns to Performance Max see an average increase of over 20% in conversions at a similar or lower CPA.1 This performance holds even if they have existing Performance Max campaigns. Performance Max will help you reach valuable audiences more effectively across channels—including Display and beyond. Reach the right audience at the right moment Use optimized targeting to discover which customers are more likely to convert within your campaign goals. Optimized targeting is a privacy-safe tool that can help you reach your highest-value audience. By looking beyond manually-selected audience segments, optimized targeting finds relevant new users to help meet your campaign goals. Add optional signals like audience segments or keywords when using optimized targeting. Tip To re-engage existing customers with optimized targeting, include audience segments built with your data, like previous site visitors or repeat buyers. Create high-performing ads Upload and maximize your assets (images, logos, videos, etc.) into responsive display ads for automatically generated ad combinations. Tip Advertisers see 2x conversions, on average, when adding a responsive display ad to an ad group with a static display ad.2 By adopting responsive display ads, Bloomberg Media lowered their cost-per-action by 8% and cost-per-site-visit by 81%. Use advanced format options including asset enhancements, auto-generated videos, and native formats. Include your full catalog of products with relevant images, titles, and prices. Test and optimize your display ads frequently with fresh creative assets and images. Measure the full value of Display Consider all conversions while optimizing your campaigns by including engaged-view conversions (EVCs) and view-through conversions (VTCs) when evaluating performance. These conversion types tell you when users see, but don’t interact with your ad, and then later complete a conversion on your site. This can be particularly helpful for measuring the influence of Display campaigns and can be viewed in the “Conversions” column. Check the lookback windows used by the conversions, VTCs or EVCs you’re tracking. Depending on your business or product buying cycle, you might decide to adjust these settings from the default. Enable GA4 auto-tagging to ensure you get the most detailed Google Ads data. View your campaigns to get started today. Return to top of page Google Data, Global, Ads, February - May 2023. Google Data, Global, All Advertisers, Feb - Mar 2022. 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