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    When to use display google ads campaigns?

    Display campaigns are a great tool for building brand recognition, opening up the sales funnel, and reaching audiences again when they have already had a chance to experience the products or services you offer. 

    You should consider using this type of campaign in case:

    you want to increase sales and attract potential customers – in creatives you can use persuasive calls to action (CTA – call to action) to increase sales and registrations.

    you want to increase awareness of your brand or products with your audience – you can create ads that provide users with information about your brand and encourage them to consider buying your product.

    you want to increase brand reach – you can display ads not only in search results, but also reach people browsing websites and apps

    you want to showcase a new product or service that has appeared in your assortment

    you want to reach users who have visited your site, read the content, or viewed a product or put it in a shopping cart (known as remarketing).


    Reach users in multiple locations: ad network campaigns allow you to reach users all over the world, with tens of millions of millions of sites and apps in Google’s network. You can also display ads on Google-owned services (YouTube and Gmail).

    Easy to use: ad network campaigns use learning systems to determine targeting, set rates and choose ad formats to reach new or existing audiences. This allows you to effortlessly achieve the highest campaign effectiveness. 

    Preparing a campaign takes several minutes, even if you are a non-advanced user. If you are not able to prepare visually appealing creatives, you can use the free graphics database from Google in the ad creation panel. This will save you time and resources that you would have spent on implementing graphics.

    Optimized targeting: you can find the most effective audience segments comprising potential customers who are most likely to pursue conversion goals. You can easily create target groups with specific characteristics. You will find audience segments with common characteristics and interests. This will help you reach people who are in your target audience.

    Intelligent rate setting: a rate setting strategy that uses learning systems to optimize campaigns for the number or value of conversions across all auctions. By choosing automated rate-setting strategies, you save time and increase campaign effectiveness. 


    Display ads grab the attention of customers on sites and apps in Google’s ad network. Google Ads gives you several options for creating flexible display ads and custom submitted display ads.

    The following is a list of ad formats that are accepted in Google Ads and the destinations where the formats display.

    Ad sizes

    Square and rectangular  

    200 × 200 Small square

    240 × 400 Vertical rectangle

    250 × 250 Square

    250 × 360 Triple wide screen

    300 × 250 Intra-text banner

    336 × 280 Large rectangle

    580 × 400 Netboard


    120 × 600 Skyscraper

    160 × 600 Wide Skyscraper

    300 × 600 Half page advertisement

    300 × 1050 Vertical

    Long banner  

    468 × 60 Banner

    728 × 90 Long banner

    930 × 180 Top banner

    970 × 90 Enlarged long banner

    970 × 250 Billboard

    980 × 120 Panorama

    For mobile devices  

    300 × 50 Banner for mobile devices

    320 × 50 Banner for mobile devices

    320 × 100 Large banner for mobile devices

    You can also create flexible display ads to fit virtually any destination on the ad network. Even if you’re uploading custom ads, it’s worthwhile to upload resources that allow you to create flexible display ads in places where custom display ads may not fit.This will increase your chances of reaching users anywhere on the network.

    These are the most effective ways to create flexible display ads.

    campaigns-google-ads  – what-settings-should-you-attend-to?

    The effectiveness of google campaigns can vary dramatically, depending on many factors.   

    Locations and languages – Among other things, you can also choose how often your ads will be shown to the same customer, opt out of displaying ads in the vicinity of content that doesn’t match your brand, and set campaign start and end dates. 

    Budget and rate-setting strategy – budget affects how often your ads are displayed and in how prominent a position. The rate-setting strategy determines how your budget is spent. Ad Network Campaigns supports automated and intelligent rate-setting strategies that manage your rates and help you achieve your performance goals.

    Targeting strategies – ad network campaigns allow you to reach users in different ways. You can:

    – leave it to Google Ads to find audiences using targeting optimized audience segments

    – add more criteria to optimized targeting, such as audience segments or keywords (also called “targeting criteria”), to find similar criteria for displaying ads

    – turn off optimized targeting and choose the targeting criteria that will work best for your campaign.

    How to create effective display ads

    We have prepared some tips to help you create visually appealing display ads:

    Use text, images and color scheme effectively. Ensure that the whole thing fits together properly and creates a layout where each element complements the other.

    Take care of the visuals.

    Experiment with different types of display ads and content layouts. Regular testing will provide you with the data you need to separate the effective ads from the outstandingly effective ones, and allow you to focus your budget on the creatives that benefit you the most.

    These are the most effective ads.

    Create your own custom images. Don’t lock yourself in a box and try out-of-the-box solutions, graphics, messages.

    Try out-of-the-box solutions, graphics, messages.

    Generate display ads based on existing text ads. You don’t always have to reinvent the wheel. Take advantage of the resources you’ve already created before.

    Display ads provide so many options that it’s worth taking the time to experiment with different templates, colors and content to get the best results. A distinctive ad will attract a potential viewer and make your branding better received and more likely to be recognized.

    The ad is a great way to make your brand stand out.

    Use Flexible Ads – using flexible ads will save you time spent creating different versions of ads designed for each device. Flexible ads automatically adjust in size for different types of devices, such as cell phones, tablets and computers, and fit into almost any advertising space.

    Flexible ads can be used in a wide variety of devices.

    Optimize your brand’s images and logo – flexible ads should include a clear and simple brand logo (aspect ratio of 1:1 or 4:1) and a clear and simple brand name. The main photo should be clear and of high quality. Avoid overlapping text, collages and excessive blank space. The main photo is best taken in a natural setting, against the actual background of the object photographed, with natural shadow and light.

    Use bright and eye-catching headlines and ad text – in the headline, use clear and simple text to describe your product, your service or your brand. The ad text should be clear and understandable (80-character limit applies). Avoid generalities and content designed to get users to click. Don’t start every word with a capital letter and don’t write the entire text exclusively in capital letters.

    Inform about prices, promotions and offers for selected customers – if you have something special to offer, draw customers’ attention to it. Users are usually looking for information to make a decision on something. Offer what they need to make that decision easier. Using terms such as special offers, coupons, discounts, promo codes and bargains is a great way to let users know about your offers.

    Choose a relevant landing page – carefully review the page to which the ad refers users, i.e. the landing page on your site. Make sure the call to action is unambiguous and refers users to that landing page. For example, if you include the text “Call us” in your ad, the landing page should include the company’s phone number. If you include the text “Limited-time offer” in your ad, the landing page should refer users to this promotion. Enter the full URL in the final URL field.

    Create several ads for each group – you will do this easily using Google Ads Editor Create three or four ads in each ad group and try different ad messages and images. See which ad reaches customers most effectively. Google Ads with greater frequency will automatically display ads with higher effectiveness in a given group. You don’t have to operate in the dark – you can rely on the results of experiments.

    Before you enable google ads on the google search network, remember to prepare a few things. A google ads campaign is a great tool for getting traffic, but it won’t generate sales by itself. Prepare your website so that the google system can index it easily. Put yourself in the shoes of the user of your site, check how it looks in google search results, and whether the ads displayed on the web match your offering. 

    Graphic ads are a good way to open the sales funnel. Study the effectiveness of the ads, in the case of google ads also take care of the search network and presence in it. If necessary, you also have other tools to reach customers, such as google maps, video ads, site positioning, product campaigns, etc. Integrated efforts will help you attract new customers. If you need support in running a campaign, apply to Up&More, we will help you carry out optimal marketing activities!

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    Krystian Karasiński
    Krystian Karasiński

    Marketing strategist and SEM specialist with experience in team management. He has been involved in performance marketing for several years. His favorite area of interest is data analysis.