Short answer: Google Display campaigns show image ads across websites, apps and Google properties. They are cheap per click but usually convert worse than Search. Display works best for remarketing, reaching custom segments of people researching your topic, and building awareness for a clear offer. To avoid waste, use conversion based bidding, exclude poor placements and apps, set frequency caps, and judge Display on conversions and assisted results, not clicks alone.
When Display works
| Use | Why it works |
|---|---|
| Remarketing | People already know you, so reminders convert |
| Custom segments | Reach people who searched related terms or visited similar sites |
| Awareness for a strong offer | Low cost reach with a clear message |
| Supporting Search | Keeps your brand visible during a long buying cycle |
Display rarely works as the only campaign for a new small business with no data.
Targeting options
- Your data segments: website visitors, customer lists
- Custom segments: based on search terms, websites or apps your buyers use
- In market and affinity segments: broad groups based on behaviour
- Optimized targeting: lets Google find people beyond your segments, which can work with good conversion data
Avoid wasted spend
- Use Maximize conversions or Target CPA rather than Maximize clicks.
- Review the where ads showed report and exclude poor sites.
- Exclude mobile app categories if they bring accidental clicks.
- Use content exclusions for sensitive topics.
- Set frequency caps where available, so people do not see your ad too often.
Creative tips
- Upload responsive display ads with several images, logos, headlines and descriptions.
- Use clear product or service images with little text.
- Make the offer obvious: discount, free trial or consultation.
- Add a short video if you have one.
Measuring Display fairly
Display often influences sales that finish on Search or direct visits. Look at conversions, view through conversions with caution, and the effect on total sales. Do not judge it only by click through rate, which is always low.
Display vs Demand Gen
Demand Gen campaigns show visual ads on YouTube, Discover, Gmail and more, and often suit social style creative better. Many advertisers test Demand Gen alongside or instead of Display.
Frequently asked questions
Are Google Display ads worth it?
Why are my Display ads getting clicks but no sales?
What is a responsive display ad?
How do I exclude bad websites?
Should I use Display or Demand Gen?
Who can run Google Display campaigns for my business?
Want Display without the waste?
I can set up remarketing and custom segments with proper exclusions. See my Google Ads management service or request a free ads audit. Also read Google Ads remarketing.