Display campaign: the 10 most common mistakes

Display campaign: the 10 most common mistakes

Emilie van Zeggelaar 15 September 2020

If you are running Google Display campaigns, they may contain errors that lead to a waste of budget. It is better to prevent these errors or modify them as soon as possible. Read this blog post and avoid the 10 most common mistakes in your Display campaigns!

What is Google Display?

Google Display is part of Google Ads.

With the Google Display Network, you can reach people while they are browsing their favourite websites, showing a YouTube video to a friend, checking their Gmail account or using mobile devices and apps.

Google Display Network (also known as GDN) is a collection of websites on which paid online ads are displayed.

Examples of google display ads:

Voorbeeld google display ads


10 Mistakes you can make on Google Display


1. Not using remarketing campaigns

The remarketing target group is usually the most powerful target group you can use. These could be people who have put something in their shopping basket but did not proceed to make a purchase, for example. Or they could be a more general target group of all your website visitors or people who have visited a particular product page, for example.

2. Not using responsive display ads

When creating a display ad, you can upload your own banners, but you can also opt for responsive display ads.

You should add at least one landscape and one square image (of a required size), a logo, headings and descriptions. Google automatically generates ads in the Display network.

Add videos to your responsive display ads to maximize reach in the Display Network.

The size, appearance and layout of the ads that Google puts together are automatically adapted to virtually any available ad space. This greatly increases the reach.

3. Going fully mobile

Mobile can burn up your budget quickly, so if mobile is not the most important thing for your business, you may be better off starting with, say, a 40% reduction for mobile.

Keep an eye on the results – you can always lower it further

4. No placements and topic exclusions

It is often better to exclude Games as a topic, for example. You can do this by going to topics on the left side, and below that is exclusions. Click on the blue button with the pencil, and there you can tick the topics you want to exclude.

You can do the same with placements by going to placements on the left and then exclusions.

If you check the statistics first, you can see which placements are not performing well.

To do so, first go to placements and then: where ads have been displayed. Here you can see that some placements cost a lot but do not generate any conversions, for example.

These days, there is a different method for excluding mobile apps.

First, go to the campaign, then placements, exclusions, edit exclusions, and there you can tick all the app categories. You can now turn off banners on mobile apps.

5. Not using dynamic display advertisements

Dynamic display advertisements are particularly suitable for e-commerce companies. If a visitor has visited a product page of a webshop, you can display a dynamic display ad with that product at a later time so that they are reminded of the product.

To do this, you need a product feed, which is linked in the Google Merchant Center.

6. Using extended targeting in remarketing

For remarketing, you want to show your ads only to real members who fit the remarketing group, rather than someone who Google has picked out.

You can turn this off when editing your ad group targeting.

7. Not using similar target groups

Under Tools and Settings, you can find your target groups under shared library, target group management. Google automatically creates similar target groups. A powerful target group is the comparable target group of your converted target group.

Test this target group in a new ad group or campaign.

8. Not using customized intention target groups

Go back to Target Group Management and click on the Custom Target Group tab under Target Group Lists. You can add a new affinity there, and it can be based on URLs, interests, location or app.

If you want to retarget based on a competitor’s landing page, you can enter your competitors’ URLs there. Or choose customized intent for people searching for keywords that are relevant to you.

Google ads target groups:

google ads doelgroepen

9. Not setting a frequency limit

You should always enter a frequency limit because you want to avoid people being presented with your ad excessive numbers of times each day. These settings can be found in the general settings of your campaign, and there are several options available. You can set these yourself.

10. Making an incorrect analysis of performance

You cannot compare the performance of a Display campaign with that of a Search campaign. The conversion rate is often lower than that for search campaigns. A Display campaign is intended more for brand awareness and less for conversions.

They can ensure that there are assisted conversions, however. You can find these in Google Analytics.

In Google Analytics, go to Conversions > Multichannel funnels > Assisted conversions. Click on Google Ads and search for the Display campaigns there.


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