If you’re a company owner who sells items or services online, you’re probably aware of the difficulties you have in attracting clients. You may also be familiar with Google Display Ads if you use Google Ads for online advertising.

If you want to reach a vast number of people, Google Display Ads is one of the most popular advertising options.

Creating display advertisements alone will not provide you with as much as you wish. You should use Google Display Ads best practices to get the highest return on investment.

Because companies have access to various advertising platforms and digital methods (social advertisements, SEO, search ads, email marketing, and so on), display ads are frequently regarded as an outdated kind of advertising.

Digital display advertising, on the other hand, are still vital since they play an essential function in funneling potential clients down the sales funnel.

Google Display Network Best Practices in 2022

Over the last 17 years, I was figuring out what works here and what doesn’t. Here are some recommended practices to follow when creating display advertising for the Google Display Network.

1. Simplicity is the Key

Keep in mind that one of the Google Display Adverts recommended practices is to keep things as basic as possible when designing your ads. Most display ad slots are tiny, and cramming too much information into a small area can be overwhelming. Consumers may be confused, and it is tough to read.

Keep your display advertisements’ content, picture, and CTA straightforward. Customers on the internet are seeking for your company. They will, however, move to your competitors if your adverts are confusing. As a result, a straightforward method is required.

2. Do not Confuse Display and Search Campaigns

Users are approached differently by the search network and the Google Display Network. You should avoid combining upper funnel activities with Search.

People who utilize your search campaigns actively search for related items or services, demonstrating user intent. On the other hand, display advertising usually shows on websites that have nothing to do with the items or services you’re selling.

You can better control your budget by splitting your search and display advertising, regardless of how big or tiny your budget is. Not only will you have better budget control, but you’ll be able to properly optimize the efforts by splitting the two initiatives, keeping both the search and display networks’ user intent in mind.

Keep a watch out for it and untick the display network to keep them separate.

If you currently have search campaigns running and want to target the display network, you may easily uncheck the display network in the campaign settings.

3. Do Not Ignore Frequency

It is critical that your display advertising be viewed; yet, if your clients see the same ad too frequently, they may become irritated. It is why it’s crucial to keep an eye on the frequency of your adverts.

A reduction in conversion or engagement rates might indicate that buyers are becoming uninterested after viewing the same ad too many times.

Add a column to your Google Ads account to track how many times each client sees your ad.

You may modify the frequency at the campaign, ad group, or ad level. Then you may specify how many times a person can view the ad throughout a given period, such as each day, week, or month.

4. Get Rid of Unnecessary Placement

Websites, as well as videos and apps, are examples of placements.

We may utilize the placement report in Google Ads to keep track of the best-performing placements. This report will show you where your advertisements have been seen and your most engaged or converted target audience. You should strive to reach the target audience and not the general audience. To get better results, make sure you get rid of unnecessary placements.

5. Google Analytics

Google categorizes web visitors according to their recent purchase habits.

These top-performing audiences may be found in Google Analytics.

You may then use such audiences as observation-only audiences in your display advertising. Over some time, track your various KPIs, such as ROAS, CPA, and Conversion Rate. You may want to explore boosting your bids on specific audiences based on how well they perform. It is one amazing secret of gaining well from GDN (Google Display Network)

6. Display and Remarketing

Create a picture that can be resized to suit any ad spot. Contrary to popular belief, do not utilize zoomed photos that are difficult to view on a mobile device. It is suggested that you examine the photographs before uploading them.

The distinction between new and returning customers is that they are at different customer journey stages. As a result, you’ll want to target them appropriately.

You may make your adverts more personalized to your audience by utilizing different messaging based on who you’re targeting. Returning users, for example, are unlikely to be interested in an offer that is only available to new clients.

7. Creative Design Goes a long way

“A picture is worth a thousand words,” they say. Whether it’s a video or a still image, your creative imagery will be the first thing your buyer sees.

Because Google Display Ads are so competitive, it’s critical to have high-quality content with a clear Call-To-Action for your consumers to follow.

Your ad’s call-to-action should be unambiguous and convey a feeling of urgency. The picture should clearly state that you should “call immediately” to obtain the service. Your CTA should indicate how buyers will benefit from clicking your display ad.

8. Company Logo Design

Your company’s logo is its initial imprint. It can instantaneously capture the user’s courtesy and entertainingly convey a company vision. If you have a sold logo that speaks for your company, you may take advantage of this benefit.

If you’re one of the people who only have a square or landscape logo, we recommend that you change it to fit better in the given area. Don’t get irritated if you use your logo’s icon element for a square piece. Furthermore, either to alter the logo’s position to better match the landscape area.

9. Budgeting is Important

Let’s speak about the budget for a moment. Consider all days at all times if you have a limitless budget. However, if you have a limited budget, check over the data you’ve obtained and see what times and days have brought in the most significant traffic or conversions (depending on your aim) –

For example, find out why Tuesdays are the best-performing days and increase your display spend on those days.

10. Website Texts can be Benefiting

You have a lot of text to use to promote your goods or services. Keep in mind, though, that your advertising may not always contain all of your content and photos.

Shortening of text may occur in various forms. Apart from that, you must know which text sequences are shown together.

11. Do the Preview

You may now be prepared to use Google Display Ads. Your ad was optimized for photos, featured outstanding text combinations, and a call-to-action phrase. But what about sneak peeks?

Check out the previews of your display advertising to see how they’ll look. Also, if there are any spelling problems, double-check them. A single advertisement can have nearly one billion different combinations.

You may get a sense of how your advertising will look in different ad areas and on other devices by viewing the preview. If you need to adjust to the advertisements before they go live, you may do so now.

12. Focus on your Brand

When it comes to your brand, it’s critical to keep it consistent across all of your advertising activities.

People have faith in companies that are dependable and consistent. Use consistent colors, wording, and graphics to increase brand awareness and loyalty in your display adverts.

Additionally, uniformity should be maintained throughout the landing page. The picture on the landing page and the image on the display ad should be related.

13. Nothing is optional

You want a higher profit on financing as advertising. As a result, you must design your display advertising so that they stand out from those of your rivals. Your ad should stand out from the user’s current webpage.

If you use a picture with a white backdrop, it may be possible to merge it with the website’s white background.

Advertisements can show on a variety of page layouts and backdrop colors. Apply a frame (border) to each image to make your ad stand out.


Because each account is unique, it’s critical to continue testing your display advertisements. You’ll want to continue enhancing your campaign’s success over time, and seasonal fluctuations may have an influence. In a nutshell, these recommended practices are an excellent place to start if you want to have a successful Google Display Ads experience.

Published On: January 19, 2022 / Categories: Google Ads /

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