Get in Touch


What are Google Display Ads?

15 September 2021

Google Display Ads are the banners or image Ads, which you used to see on various websites.

The Google Display Ads can help you reach people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile devices and apps.

Google Display Ads is your chance to engage users with appealing ad formats. Here are some of the ad types you can use:

Responsive Display ads

Creating ads on the Google Display Network is partially automated with responsive ads. To create them, simply enter your ad text, then add your images and logo, and Google will optimize your ads to improve performance.

Uploaded image ads

For more control, you can create and upload ads. You can upload ads as images in different sizes or HTML5.

Video ads

You can run engaging image and video ads on YouTube and across the Display Network.

Gmail ads

Show expandable ads on the top tabs of people's inboxes.

Why should we run Display Ads?

  • Display Ads will give an instant visibility to your newly launched product or services.
  • It is one of the most cost-effective way to generate visibility, brand awareness and leads.
  • Graphics create more impact than plain text.

How to Setup the Display Campaign?

  1. Click on the Plus sign in the Campaigns tab. Select New Campaigns.

2. Select goal according to your purpose of the campaign. Select an option which you want to achieve from this campaign.

  • Sales - It will be mostly considered when you are promoting Ecommerce website. If there is a transaction taking place then you can select this option.
  • Leads - Any business/website interaction or an event that results/leads to a business inquiry that will be considered as a lead.
  • Website Traffic - If you want to drive website traffic through the campaign.
  • Product and Brand Consideration - If you want your product or brand to gain the maximum quality consideration, then go for this objective.
  • App Promotion - If you want to promote Apps or wants to achieve App Downloads then select this objective.
  • Create a Campaign without a goal - When you are not sure what you want to achieve from the campaign, select this objective.

As of now, we are selecting the last option. Let’s create a campaign without a goal.

3. Select Display Campaign.

4. Choose the Campaign Subtype based on how much you want to control your campaign?

  • Standard Display Campaign - You can control the targeting & bidding settings and play safe with your campaign.
  • Smart Display Campaign - Smart Display Campaigns will be totally depend on Machine learning & artificial intelligence. Google will control your bidding, placements and targeting.
  • Gmail Campaign - It will show your Ads in people’s emails.

5. Enter the website URL, for which you are running the campaign.

6. Give the campaign name. Keep it meaningful, so you or anyone can interpret it easily.

7. Location Selection- Select locations, where you want to show your Ads.

8. Select Bidding Settings. On which point, you want to bid on, it can be clicks, impressions or conversions.

  • Conversions - An important interaction, which can generate a business for you.
  • Conversions Value - the financial worth of each conversion
  • Clicks - When someone will interact with your Ad.
  • Viewable Impressions - pay when at least 50% of your ad is showing for at least one second. It will charge per 1000 impressions.

You can control bids automatically as well as manually.

9. Setup your Daily budget - Enter the amount, which you want to spend each day.

Here, we are done with basic campaign settings. Now, let’s move forward for advanced settings. Click on Additional settings mentioned below.

Ad Rotation

  • Optimize: Prefer best performing ads - It will show the best performing Ads more often in order to gain the best performance.
  • Do not optimize: Rotate ads indefinitely - It will show Ads randomly without optimizing for better performance.

Ad Schedule

Select the time period of a day during which you want to show your Ads. So, the Ads will be visible during the selected time duration only.

Start Date & End Date

Select the duration of your campaign.


You can make a selection on which devices you want to show your Ads. You can uncheck any of them. Google won’t show Ads on that device.

Frequency Capping

You can limit the impressions per person.

All these settings will apply to all Ad Groups created under a campaign.

Now, the next section is about creating Adgroup.

Adgroup Creation

  1. Give an identifiable name to your Ad group. It would be great if you will keep it based on the service/product you want to promote via that Ad group.
  1. Select your targeting -
  • Audiences - You can target people with specific interests, characteristics or having certain life events.
  • Demographics - You can select Age groups & gender whom you want to show your Ads.
  • Keywords - Keywords will make your Ads visible to those people who are currently/actively looking for those services.
  • Topics - If you want to show your Ads under specific categorical websites, then Topics will be the best option for you.
  • Placements - If you want to show Ads on specific Websites, YouTube channels or Mobile Apps, then placements will work best for you.

Make selection based on your objective.

  1. Give Adgroup wise Bid -

Give minimal amount that you want to spend for each conversion or viewable impressions.

After setup the Ad Groups, now it’s time to upload the Ads and launch your campaign. You can either upload your creative or let Google to create Ads for you. By selecting Responsive Ads, you will just need to upload the Ad assets. And Google will create Ads for you.

You are all set to launch your campaign! All the best!

Key Tips to design Google Banner Ads

  • Speak your Brand - Keep your banners consistent to your brand colors.
  • Use appealing images
  • Speak your services clearly in banner. Try to use people’s terms as a tagline. It will be really useful to drive a great engagement rate. If you are running Google Text Ads, then the search terms column will be your bae to create taglines.
  • If the banner size permits, then fit in your contact details. So, people can contact you for more details. Animated call to actions/buttons will be more helpful to grab people’s attention.
  • Don’t stick to the same/one or two sizes. Use multiple sizes to acquire all available placements.
  • Be everywhere - Always use Responsive Ads to gain maximum visibility.
  • Simplicity is the key - Don’t involve too much information in the banners. Keep it simple yet appealing.

Preferred image Ads Dimensions

For Desktop






For Mobile



300x250 300x50

Optimization Tips

  • For initial stage - Keep it open for visibility in the starting phase of Banner Ads launch. So, maximum potential audience can interact with your Ads and you can grow your remarketing list.
  • For remarketing Ads - Don’t use Viewable impressions bid strategies for remarketing campaigns. For Remarketing campaigns, keep clicks or conversion based bid strategies.
  • Block your Ads for below-the fold, games & parked domain placements - These placements will spend your money but won’t give you much results/interactions.
  • Keep monitoring your placements - Certain placements will be driving impressions but not clicks. So, block such placements. Specifically monitor mobile Apps. In most of the cases, Mobile Apps will be driving accidental clicks but not results. So, block such Apps.
  • Blocking individual applications will be a time-consuming task. You can block App categories. It will block 99% of traffic from applications.
  • Try not to mix People oriented (Interest specific targeting) and placement oriented (Topics & placement wise targeting) targeting unless and until it’s necessary to use. It will narrow down your audience.


Many times, banner Ads don’t drive direct conversions, but it generates the calls, impacting the conversion journey and the process. So, keep checking your assisted conversions & calls details.