Different Settings in Google Display Ads You Must Use

In campaign-level settings, you can customize your ad to experiment with things or to improve the performance.

• Goal: Change the goal of your campaign. You can choose a new goal, such as sales, leads, website traffic, brand awareness, etc. 

• Location: You can change the targeted locations as per the ad performance. Add more locations, exclude some, or create new locations from scratch. 

• Languages: By default, the English language is selected. If your ad is regional, you can add more languages.

• Bidding: If your current bidding is proving expensive or not optimized, you can edit it to select a new strategy.

• Budget: Increase or decrease the daily budget for the campaign.

CPM stands for cost-per-thousand impressions. The CPM bidding is available only for ads with images and videos. Search ads can’t use the CPM bid strategy.

In this bidding strategy, Google charges you for every thousand impressions that are counted as viewable. An impression is counted as a view when at least 50% of the ad appears for at least one second. For video ads, it is counted as a view when it plays for at least two seconds.

Below are some quick tips to optimize your display campaign:

1. You should keep and manage search and display campaigns separately. Choosing one campaign for both search and display will minimize your control over the ads.

2. Keep track of the touchpoints from where you drive the maximum clicks. 

3. Use remarketing strategy to re-engage the visitors who have already visited your website.

4. Target similar audiences with your remarketing strategy.

5. Use more targeted keywords and narrow the audience to find qualified leads.

6. Don’t stick to either responsive or image ads. Choose both kinds of display ads in distinct formats and sizes. You can analyze which ad formats perform the best and then focus on those formats. 

7. Analyze and find the website categories and placements that aren’t performing well. Exclude those categories and placements from the campaign. 

In advanced settings for display ads, you will find the following options:

1. Ad Rotation

In ad rotation, you have four options— 

• Optimize (Prefer best performing ads)

• Do not optimize (Rotate ads indefinitely)

• Optimize for conversions

• Rotate evenly

You can select the preferred option. Google Ads generally recommends the Optimize option so that it can show your best-performing ads to the users from the ads created by you. 

2. Devices

It gives you two options, whether to show on all devices or on specific devices. When you select the first option, your ad will be served across smartphones, tablets, and computers. 

Selecting the second option provides you with further options to select the specific devices. You can go further to set specific models of the selected devices, as well as the network provider. 

Furthermore, you can select the specific operating systems, such as Android, Blackberry, Windows Phone, iOS, and WebOS. 

3. Frequency management

This option allows you to set the frequency for how often the ad should be served to the same visitor. Google Ads recommends to let it optimize how often your ads show. 

The other option is to set the frequency manually and choose the number of times per day, week, or month.

4. Campaign URL Options

This option is used when you want to add tracking parameters to the ad URL. 

5. Dynamic Ads

These ads are used to create a feed of the products or services and serve the users personalized ads.

6. Content exclusions

It gives you the option to exclude the content on which you don't want your ads to appear. 

7. IP exclusions

You can prevent specific IP addresses from seeing your ads.

Choosing the right placements for ads should be done with a proper strategy. You can choose to display your ads on YouTube, websites, mobile apps, ad units, blogs, etc. Google Ads allows you to choose the placements for every display ad.

If you know about websites and blogs where your potential customers spend time, then you can choose to target those sites. 

Do some research to find websites, blogs, and YouTube channels in your niche. Pick the ones that you think may bring good outcomes.

1. To add new ad groups to a display campaign, open the ad that you created.

2. Above the number of Clicks and Impressions, there is a button to edit. Click on this, and it will give two options- New Ad Group and Edit Campaign. Click on New Ad Group.

3. It will open a new page to create an ad group. Enter the name for the new ad group. 

4. Define the targeted audience for ads by browsing or searching for people who might be interested in your products/services.

5. From the demographics tab, select gender, age, parental status, and income.

6. Enter the ad group bid and move on to creating the new ad by adding images.

Following the steps below, you can create multiple ad groups within one ad.