February 22, 2024

How to Create a Display Campaign That Targets Only the Display Network

The Google Display Network is an incredible place to build brand awareness and connect with people who don’t yet know they need your product or service. Think of it like a digital billboard that’s present throughout their daily journey on the internet. It’s a great way to cultivate demand and capture attention early in the customer journey, and then move onto more high-intent search advertising.

With display campaigns, you can choose a conversion action, and then select an optimization goal (like impressions or clicks) and a bidding strategy (like Max CPA or Target CPA). You can also create different ad groups that focus on the different elements of your business.

There are five targeting methods for Display campaigns: People, Contextual, Keywords, Placements, and YouTube (video ads in channels or on videos). Each of these has many options to narrow the potential reach of your ad, but each one can expand the range of potential customers you’re connecting with.

The key to a successful campaign is knowing when to layer in different targeting signals to make your ad more visible to the right people. You’ll want to consider a variety of factors when choosing your audience, including things like browsing behavior, similar interests, demographics, and purchase intent. You can also select a specific device or location to ensure your ad is shown where it’s likely to be seen. This allows you to target the devices your audience is likely to use, and can help boost performance based on device type or time of day.

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