Cracking the Code: 10 Best Practices for Google Display Network Ads

Mastering Google Display Network

Photo by Pawel Czerwinski on Unsplash

With Google Display Network reaching over 90% of internet users worldwide and allowing advertisers to serve ads on over two million websites, it's become a go-to tool for businesses to increase brand awareness, drive website traffic, and improve sales. This blog post will provide you with the top 10 best practices for Google Display Network Ads.

1. Using the Right Formats

Google Display Network supports several ad formats, including text, image, rich media, and video. Choose an ad format that best aligns with your campaign goals, target audience, and the content you're promoting.

2. Creating Eye-Catching Ads

Design is central to the success of your Display Network ads. Use striking images, clear text, concise messaging, and your brand's color scheme to make your ads visually appealing and recognizable to your audience.

3. Implementing Strong Call-To-Actions (CTAs)

CTAs guide your audience to take the desired action, like visit your website, sign-up for a newsletter, or make a purchase. Make sure your ads feature a clear, compelling CTA to increase the chances of conversion.

4. Segmenting Audience

Not everyone will be interested in your product or service. Using audience segmentation, you can tailor your ads to specific groups based on their demographics, interests, or behaviors, improving ad relevancy and performance.

5. Leveraging Remarketing

Remarketing is a powerful tool that lets you show ads to people who've previously visited your website or used your app. This approach can help keep your brand top of mind and encourage users to return to your site.

6. Using Automated Bidding Strategies

Automated bidding strategies, like Target CPA or ROAS, can optimize your bids based on the likelihood of your ad leading to a conversion. It allows Google to automatically adjust your bids for maximum performance.

7. Setting a Sensible Budget

The Google Display Network can quickly use up your ad budget if not managed properly. Set daily budget limits and keep a close eye on your campaign's performance to ensure you're effectively controlling your spending.

8. A/B Testing Your Ads

A/B testing is a effective way to optimize your ads. Test different aspects of your ad, like headlines, visuals, or CTAs, to see what resonates best with your audience. The insights from these tests can help you create better-performing ads.

9. Monitoring Key Performance Indicators (KPIs)

Regularly monitor metrics like click-through rate, conversion rate, and cost-per-click to assess how your ads are performing. This data will help you finetune your campaigns for better results.

10. Customizing Ads for Different Devices

With different screen sizes for desktops, tablets, and mobiles, one size does not fit all. Customize ads for different devices to enhance user experience and ad effectiveness.


Taking advantage of Google Display Network’s broad reach and diverse formats can bolster your digital advertising strategy. By following these top 10 best practices, you can craft ads that not only attract and engage your target audience but also drive conversions and set your brand apart.


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