Table of contents

    Defining business objectives – is the first and most important step in the optimization process. With clearly defined goals, we can transparently evaluate the effectiveness of the activities carried out. These may include, for example, increasing traffic to the site, increasing sales or increasing the number of subscribers.

    Attractive website – a website is a kind of business card for a company. A well-built website not only has a positive impact on the company’s image and perception, but also helps increase the conversion rate. It is important to refine the site in terms of UX, so that it can be used as easily and accessibly as possible.


    Campaigns on the ad network allow you to meet image marketing goals by displaying visually appealing ads to the right audience. Graphic ads are displayed to users as they access millions of sites and apps, as well as Google-owned services such as YouTube. Ad network campaigns are a great way to expand your reach and capture the attention of your audience. Read more about Google Ads display campaigns

    Display campaigns are a great tool for building brand recognition, opening up the sales funnel, and reaching your audience again once they have had a chance to experience the products or services you offer. What should we pay attention to when optimizing a campaign of this kind?


    Let’s start with the campaign structure, which plays no less a role than in the case of search or product campaigns. Each campaign should be divided into ad groups, within which we will use different creatives. We can divide into ad groups by differentiated elements: target group, geolocation, assortment, gender or age. With a structured division, we can easily evaluate the effectiveness of campaigns and the creatives used in them.

    Another arcy important aspect is the use of appropriate creatives. Once you have prepared the right sets of ads, study how each creative performs. Sometimes even a small change can bring surprising results. This could be, for example, adding a CTA (call to action), price information or opening hours. Test different solutions, implement changes and observe their effectiveness. If you are not able to prepare visually appealing creations, 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. It literally takes a few moments to find an interesting graphic, and the database is almost unlimited.

    Match the ad texts as well, in case you are using flexible ad types. Text ads and display ads are a great combination, because it is not always possible to put all the information you need on a graphic.

    Text ads are a great combination, because it is not always possible to put all the information you need on a graphic.

    Targeting Ads Based on Keywords

    Targeting methods are different, and we can change them at the campaign level. If you are familiar with the structure of your account, and know what an ad network is, then optimizing your campaign should not be a problem for you. You will learn the exact targeting methods in the article Google Ads Targeting

    If you are well acquainted with the industry in which you operate, you will certainly list a few(a dozen) industry websites, or those that are hooked on it by their subject matter. You can prepare a list of such sites and create a campaign that will display ads only on the sites you have selected. This solution does not always work as we would like it to, as not all websites use AdSense and thus allow ads to be displayed on them, plus for the campaign to take off, it must have the right potential in terms of reach. So it may turn out that the campaign will not generate impressions, or there will be very few of them. Try then to add a few more addresses to the prepared list of sites. Increasing the potential audience base should launch the campaign.

    You can display ads on sites related to the keywords in question. All you need to do is to construct a list of phrases related to the products or services you offer, using the same principle I described in the paragraph above. Based on this, the algorithm will find pages that are related to the keywords you used in the optimization process and display ads on them. This will help you reach users interested in a specific topic.

    Google ad targeting

    Also remember to control where users can hit your ads. You’ll examine this under “Content” > “Where ads are displayed.” Try to exclude sites that may generate low-quality traffic. Pages with recipes, gossip, etc. are not the best places to place ads. Usually, it will also prove to be a good idea to exclude games and apps from your destinations. In mobile games, users can get extra bonuses for clicking or seeing ads, and on top of that, the buttons to exclude ads are small enough that the inputs coming from them are largely random clicks. In the Google Ads dashboard, you can exclude particular apps or games one by one, but the problem will return if you don’t exclude them all at once. You can take such action using Google Ads Editor This tool is quite difficult to use, and it can take a long time to learn. If you are not able to devote enough time to optimizing campaigns or learning the tools yourself, you can use the services of agency marketingowej. This solution guarantees a professional approach and the best possible results.

    If you run a local business, the solution for you will be to set up a geolocation of your campaign where potential customers will see your ads. There’s no need to spend your budget on an audience that won’t benefit from your company’s offerings anyway. Depending on the type of business, you can set your ads to display in a smaller or larger area. The optimal solution in most cases will be to set a radius of several tens of kilometers from the business location. You can also target ads to different administrative areas by typing their names in the appropriate box. If you are targeting ads for the entire country, a useful trick will be to split the geolocation into provinces. This will give you separate data for each of the 16 areas, and you will then be able to analyze the effectiveness of your efforts and adjust the rates for each.

    Try displaying ads at different times. Sometimes you’ll find that they get a better effect depending on the day of the week or even the hour they are displayed. Such an action makes the most sense in areas of products and services for which demand fluctuates smoothly throughout the day. For example, ads for restaurants or delivery food would be best displayed at lunchtime, and for products with a long purchase decision, such as an apartment or car, in the evening, because that’s when viewers have the most time and can “leisurely” review the offer and analyze its attributes.

    Similarly, the case is similar for devices. In some industries, the vast majority of clicks may come from only one type of device. Analyze which devices the traffic you’re getting comes from and try to optimize your campaign for that. You can, for example, adjust ad formats to be more relevant to mobile users.

    Apply so-called capping, an action to limit the number of times an ad is displayed. The frequency with which ads are displayed, whether they are graphic ads or video ads, affects the perception of a company in a noticeable way. By introducing a daily limitation on the display of creatives to a given person, you will not tire him of the offer and the constant display of the same thing.

    Display ads are a great tool if you want to focus on building brand awareness. There is a lot of room for optimization throughout the campaign, the click-through rate on mobile and desktop devices gives you clear information about the effectiveness of your efforts. This type of campaign opens the sales funnel to get search engine traffic later on, for example. 

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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.