Google’s Display Network spans over two million websites and reaches more than 90% of internet users. While Google Ads search campaigns capture people actively looking for solutions, display advertising takes a different approach – reaching potential customers as they browse their favourite sites.
For more detail, see our guide on Google Display Network setup guide.
The Display Network requires a strategic mindset shift. Instead of targeting high-intent keywords, you’re interrupting people during their browsing journey. Done correctly, this creates powerful brand awareness and drives conversions through remarketing and precise audience targeting.
Here’s how to make the Display Network deliver measurable results for your business.
Why Display Network Strategy Differs From Search Campaigns
Search campaigns target people actively seeking solutions. Display campaigns interrupt browsing behaviour, which means you need different tactics to succeed. Understanding this distinction shapes every decision from targeting to creative development.
Display advertising works best for brand awareness, remarketing, and nurturing prospects through longer sales cycles. If you’re expecting immediate conversions like search campaigns deliver, you’ll be disappointed. Instead, focus on building relationships and staying top-of-mind.
Remarketing: Your Most Powerful Display Tool
Remarketing transforms the Display Network from a scattershot approach into a precision targeting tool. You’re reaching people who already know your brand, making them significantly more likely to engage and convert.
Setting Up Effective Remarketing Campaigns
Start by creating audience lists based on specific page visits. Someone who viewed your pricing page shows higher intent than a blog reader. Segment these visitors into different remarketing lists and create tailored messages for each group.
Google Ads campaign objective selection showing Drive Action option for remarketing”/>In Google Ads, create a new Display campaign and select the “Drive Action” objective. This optimises your campaign for conversions rather than just impressions or clicks. Under audience targeting, choose “Interests & remarketing” to reach previous website visitors.
Create specific ads for each remarketing audience. Product page visitors might see ads featuring the exact items they viewed, while service page visitors could see customer testimonials or case studies. This personalisation dramatically improves performance compared to generic display ads.
Advanced Remarketing Strategies
Dynamic remarketing takes personalisation further by automatically showing products people viewed on your site. This works particularly well for e-commerce businesses and service providers with multiple offerings. The ads update automatically based on browsing behaviour, requiring less manual management while delivering more relevant messages.
Consider remarketing duration carefully. Fresh visitors might convert within days, while others need weeks of gentle nurturing. Create separate campaigns for recent visitors (last 7 days) and longer-term prospects (8-30 days) with different messaging approaches.
Managed Placements: Take Control of Ad Positioning
Google’s automatic placement system doesn’t always choose the best sites for your business. Managed placements give you direct control over where your ads appear, allowing you to focus budget on high-performing websites while excluding problematic ones.
Access managed placements through the Display Network tab within your campaign. Review the “Placements” report to identify top-performing sites, then add these as managed placements with higher bids. Conversely, exclude sites that generate clicks but no conversions.
Research relevant websites in your industry and add them as managed placements. A fitness business might target health and wellness blogs, while a software company could focus on technology publications. This proactive approach often delivers better results than reactive optimisation alone.
Quality vs Quantity in Site Selection
Don’t chase volume by adding hundreds of placements. Focus on 20-30 high-quality sites that align with your target audience. Monitor performance weekly and adjust bids or remove underperforming placements. Quality placements with engaged audiences outperform broad networks every time.
Master Multiple Ad Formats for Maximum Impact
Different audiences respond to different ad formats. Testing multiple formats increases your chances of connecting with prospects and provides valuable insights about your audience preferences.
Text Ads: Simple but Effective
Text ads work well for service businesses and B2B companies where the message matters more than visual appeal. They’re also useful when you need to convey specific offers or calls-to-action clearly. Test different headlines and descriptions to find messaging that resonates with your audience.
Image Ads: Visual Storytelling
Static image ads grab attention in ways text cannot. Use high-quality visuals that relate directly to your remarketing audiences. Someone who viewed a specific product should see that product in the ad, not a generic company logo.
Create multiple image sizes to capture different placements across the web. Google recommends responsive display ads that automatically adjust to available space, but testing specific sizes often reveals performance differences worth optimising for.
Rich Media and Video: Advanced Engagement
Rich media ads include interactive elements like product carousels or expandable content. These generate higher engagement rates but require more development time and budget. Reserve rich media for high-value campaigns where increased engagement justifies the additional investment.
Video ads through YouTube can be particularly effective for demonstrating products or explaining services. Since YouTube is part of the Display Network, you can apply the same targeting methods while reaching people in a video-consuming mindset.
Campaign Optimisation and Management
Display campaigns require ongoing attention despite their “set and forget” reputation. Regular optimisation separates successful campaigns from budget drains. Establish weekly review schedules to identify opportunities and address problems before they impact performance.
Performance Monitoring Essentials
- Review placement performance and pause low-quality sites
- Adjust bids based on conversion data, not just clicks
- Test new ad creative monthly to prevent ad fatigue
- Monitor frequency caps to avoid overexposure
- Optimise for mobile performance separately
- Track view-through conversions alongside click conversions
Pay special attention to view-through conversions, which track people who saw your ad but didn’t click, then converted later. Display advertising often influences purchase decisions without generating immediate clicks, making view-through data essential for accurate performance measurement.
Budget Allocation Strategy
Start with 20-30% of your total Google Ads budget allocated to display campaigns. If remarketing performs well, gradually increase investment while maintaining profitable return on ad spend. Always prioritise remarketing campaigns over prospecting when budget is limited.
Consider seasonality in your optimisation schedule. B2B businesses might reduce display spending during holidays when decision-makers are absent, while retail businesses could increase investment during peak shopping periods.
Audience Targeting Beyond Remarketing
While remarketing delivers the best results, prospecting campaigns can expand your reach when executed correctly. Focus on specific audience segments rather than broad demographic targeting to maintain relevance and control costs.
In-market audiences target people actively researching products or services in your category. These prospects show higher intent than general interest-based audiences, making them valuable for prospecting campaigns. Custom intent audiences allow you to define prospects based on specific keywords and websites they visit.
Combine multiple targeting methods for precision. A software company might target people interested in productivity tools who also visit business publications and have searched for specific software categories. This layered approach improves ad relevance while reducing wasted impressions.
Measuring Success: Key Metrics and KPIs
Display advertising success extends beyond immediate conversions. Track both direct response metrics and brand awareness indicators to understand your campaigns’ full impact on business growth.
Focus on cost per acquisition (CPA) and return on ad spend (ROAS) as primary success indicators. However, also monitor click-through rates, conversion rates, and view-through conversions to identify optimisation opportunities. Our guide to digital marketing metrics covers additional KPIs worth tracking across your campaigns.
Compare display performance to your other digital marketing channels to understand its role in your overall strategy. Display might not drive as many direct conversions as search campaigns, but it often assists conversions from other channels by building brand awareness.
