Here are Some Ways You Can Optimize Your Display Network Campaigns

Ads on the Display Network can be shown on millions of websites across the Internet, so it's important that you think about your advertising goals to make the most of each opportunity to improve your performance. Here are some ways you can optimize your Display Network campaigns:

Campaigns should be a collection of ad groups. Each ad group should have multiple ads that match the targeting methods you choose. For example, your ad group's keywords and ads relate to the same theme. Or, your ad group's placements and ads are about a specific topic. Structuring your campaigns this way also makes them easier to manage and optimize.


Group your keyword lists

To better pair, your ads and keywords, group them into ad groups based on your products, services, or other categories. That way you’ll be able to focus your ads on reaching the people most interested in your business.

When you include keywords in campaigns targeting the Display Network, each keyword is used for targeting and all keywords are considered broad match. All of the ads in an ad group will share a keyword list, and that list will be most successful at connecting you to the customers you want if it’s specific to the ads in your ad group.

To better connect to your customers, it's important to create the most compelling ad you can. Whether your ad is a basic text ad or an image ad, telling your story can help attract customers to your business.

The Display Network supports a variety of eye-catching ad types and formats. 

Keep in mind: Some websites don't show all types of ads, so you might want to create ads of all formats and sizes to reach the most people.

Here are some questions to keep in mind as you start creating your ads:

  • What type of person is browsing the website placements you're targeting?
  • What action do you want that person to take?
  • Do you have special offers or features available on your website for this person?
  • Can you show this person a unique page that will make them more likely to take the action you'd like?
  • Have you tested multiple versions of your ad to find the ones that work best?


When you set up your campaign, you'll need to choose how you reach people on the web. The most basic and powerful ways to reach certain audiences are to refine your keywords, use placements and topics, exclude websites, and remarket to people who have already visited your site.


Choose the right keywords

Your ad group's individual keywords help determine where your ads show on the Display Network. Most advertisers find it useful to have somewhere between 5 and 20 keywords per ad group. The keywords should relate closely to the ads in that ad group. The more closely related your keywords are to your ads and landing pages, the more likely it is that your ads will be targeted to the right audience.


Exclude irrelevant keywords

Excluding keywords can help you prevent your ads from showing on pages about irrelevant topics, so you avoid paying for unnecessary clicks and help increase your return on investment.


Select placements and topics

Target multiple placements about the same subject to include a combination of popular and highly specific websites and increase your chances to show your ads. If you target your ad to only one placement or a few placements, you’ll limit the chances for your ad to appear.


Exclude irrelevant websites and topics

Keep your ads from showing on websites that aren’t related to your business by excluding them. You can either enter the URL of a specific placement that you'd like to exclude or exclude certain categories of content. You also have the option to exclude many pages about a specific topic at once.


Reach people who’ve already shown interest

You can target audiences interested in the types of products or services you offer. You can also show ads to people who have already visited your website or used your app or clicked on a product but didn't buy, by creating a remarking campaign.

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