How to Improve Google Ads Display Campaigns: Expert Tips

Are your Google Display Campaigns falling short of expectations?

You’re not alone—but the great news is, with a few strategic adjustments, you can transform their performance starting today.

Find out what it takes to improve the performance of Google Display campaigns.

Master Audience Targeting for Better Results

Audience targeting is one of the most powerful tactics to elevate your Google Display Campaigns. Reaching the right people at the right time with tailored messaging is key to increasing engagement and conversions.

Segment Your Google Display Campaigns by Audiences

Break down your campaigns into targeted ad groups based on specific audience types:

• Affinity Audiences: Target users with a deep interest in your niche or industry.

• In-Market Audiences: Reach users who are ready to purchase your product/service.

• Remarketing Audiences: Reconnect with visitors who have previously visited your website.

• Converters & Cart Abandoners: Re-engage users who showed purchase intent but didn’t complete the transaction.

• Custom Audiences: Build custom audience segments based on their search themes and websites that they visit.

• Topics & Placements: Focus your ads on relevant content and websites related to your offerings.

By creating personalized messaging for each audience, you can drive higher engagement and significantly improve your conversion rates.

Leverage Audience Insights to Maximize ROI

Do you know which relevant audiences are converting?

Review Audience Insights and Add High-Converting Segments

To optimize performance, regularly check the Audience Insights tab in your Google Ads account. It will show you which segments are delivering results, allowing you to prioritize those high-converting audiences. Here’s how to add them to your campaigns:

• Go to the Audiences section.

• Click on Edit audience segments.

• Select and add the audiences that are driving clicks and conversions.

By focusing on audiences that are already primed to engage, you can boost your ROI and maximize the effectiveness of your display campaigns.

Optimize Your Ad Placements for Better Performance

Not all ad placements will drive results—some might even waste your budget. That’s why optimizing where your ads appear is crucial.

Review and Exclude Irrelevant Placements

In the Insights tab under Where Ads Are Showing, identify underperforming placements and exclude them from your campaigns. Follow these steps:

• Navigate to the Placements tab.

• Select Exclude placements.

• Add the non-performing sites or apps to avoid.

This process ensures your Google Display ads budget is allocated only to the placements that matter, helping you achieve more clicks and conversions at a lower cost. Here's an example of an expensive placement that generates no conversions:

Harness the Power of Split Testing

Success shouldn’t be left to chance—especially in digital marketing.

Set Up Split Tests for Your Ads

Split testing (A/B testing) allows you to determine which ad variations resonate most with your audience. Test different headlines, descriptions, and images to see what drives better engagement:

• Go to your ad group and click the Ads tab.

• Click Copy next to the ad you want to test.

• Paste the ad into the group, make your changes, and save.

• Monitor the performance to see which version performs better.

The insights from these tests will help you refine your ads, improve engagement, and ultimately increase conversions.

Capitalize on Timely Opportunities

Timing plays a huge role in the success of Google Display Campaigns.

Launch Campaigns Before Major Events

Launch your display campaigns at least a week in advance if you’re planning a sale or promotion—especially during peak periods like Black Friday. This builds anticipation and encourages sign-ups before the competition ramps up.

Be the first to capture your audience’s attention and maximize your reach during high-traffic events.

Overcome Common Hesitations About Optimization

Does optimizing your Google Display Campaigns seem overwhelming or costly? Don’t let these fears hold you back.

Addressing Your Concerns

• Are you worried about complexity? Our step-by-step strategies are simple to implement and yield big results.

• Are you concerned about the budget? Focusing on high-performing audiences ensures every dollar you spend has a greater impact.

Remember, the longer you wait to optimize, the more potential customers you lose to your competitors.

Client Success Story

Targeting in Google Ads campaigns can seem daunting, as the Google Display Network (GDN) encompasses millions of websites. However, by segmenting campaigns by audience, focusing on in-market segments, and conducting thorough ad placement analysis, my clients have been able to advertise more efficiently and achieve better results.

Ready to Transform Your Google Display Campaign?

Every day you delay is another day your competitors gain an edge. Don’t let them win over your customers.

Maximize your Google Ads performance now! Contact us to unlock your campaign’s full potential. We’re here to help you grow your business with expert, personalized Google Ads support.

For more tips, check out our blog or explore our Google Ads services to get hands-on assistance.