Google Display Network


In this tutorial I will teach you how to get more traffic to your website using the Google Display Network.

The Display Network helps you reach people as they browse millions of websites, apps, and Google-owned properties (such as YouTube and Gmail).

Display campaigns can reach people worldwide across 35 million websites, videos and apps, and on Google-owned properties (YouTube and Gmail). This allows you to expand your reach beyond just Google Search.

1. The first step to create the campaign is to click on the NEW CAMPAIGN button.

2. In the next window, choose Website Traffic.

3. Make sure you have setup Conversion Tracking on your website. If you haven’t, here is a video explaining how to do it

4. Choose the option “Display” and click on CONTINUE

The Standard Display campaign gives you more control of your campaign while the Smart Display campaign makes it easier for you to create a campaign.

Here I will teach you to have more control of your campaigns, so we will choose Standard Display campaign

5. Now type in the URL of your website and choose a name for your campaign.

This is totally optional, but having a name pattern will help you find and manage campaigns in a much easier way.

For this one I will name it [DISPLAY] [TRAFFIC] Top Blog Articles

DISPLAY for Google Display Network

TRAFFIC for Website Traffic objective

6. The next step is to set the target location for your campaign. In this option, you choose the location where your ads will appear.

Choose only locations that are relevant for your business.

7. Now choose the language you are targeting. Remember to use only the language that your ads have been created with.

8. Before click on NEXT, click on MORE SETTINGS.

Here you can choose options such as the devices your ads will appear on, the start and end dates, content that you would like to exclude your ads from and other settings.

In this example, I am setting the start and end dates, and I am also choosing all devices for my ads to appear.

In several cases, mobile devices can bring a higher number of clicks, but if you are focused on results, it is recommended to create campaigns for specific devices and compare them against each other to see which one bring better results.

If there are types of contents that you would like to exclude, you can use the Content exclusions tab to do it. Here, I am promoting the blog articles of this website so I am excluding topics that have nothing to do with the content I am talking about. After finishing with this section, click on NEXT.

9. In the next page, you will set your daily budget for the campaign.

10. In the next section, it is the bidding strategy. The bidding strategy will depend on the amount of data you have. If you already have defined your CPA, or if you have had at least 50 conversion, you may want to use Conversions and set a target cost per action.

In this example, I am not setting up a target cost and will let Google decide it for me.

10. In the next section, it is the bidding strategy. The bidding strategy will depend on the amount of data you have. If you already have defined your CPA, or if you have had at least 50 conversion, you may want to use Conversions and set a target cost per action.

In this example, I am not setting up a target cost and will let Google decide it for me.

11. In the targeting options, you can segment your ads based on:


These segmentation can be either used individually or simultaneously.

In Audience Segments, you can target based on detailed demographics such as marital status, education, etc.

You can also target people based affinity and interests, if they are actively searching for something with a purchase intent, if they have interacted with your business through your website or YouTube channel. And finally, you can create custom audiences based on KEYWORDS, WEBSITES and APPS to deliver your ads to and also combine them to get the most of your audiences.

In Demographics, you can target based on gender, age, parental status and household income.

For example, if 80% of your clients are men, advertise only to men otherwise Google will split your budget evenly between both genders.

In Keywords, you can target based search terms that your audience is looking for.

If you are offering an English course for example, you can use search terms like: English language tips, exchange programs, travel abroad.

In Topics, you can target based on the content of webpages, apps and videos.

If you are a wedding planner advertising your services, you can target people looking for engagement rings, wedding dresses, wedding photographer.

In Placements, you can target based on specific websites, YouTube channels, YouTube videos, Apps and App categories.

If you choose only a few videos, you will get less impressions. So it’s important to get a list of at least 30 videos, channels or website to advertise to.

Depending on the size of the audience, you can target only a few apps.

12. Now the last step is to create your ad.


Fill out the fields carefully.

  • Final URL: This is the page users will land on after clicking on your ad. Make sure you are using high conversion page so you get the best result possible.
  • Business Name
  • Images and logos: Here you have to provide the creatives and logo of your business. Use images with dimensions 16:9 and 1:1 so they can be automatically adjusted to desktop and mobile devices.
  • Videos: If you have any on YouTube, you can include it to make your ad more dynamic.
  • Headlines: This is the biggest piece of text along with your ad, use something that grabs people attention.
  • Long headline: This is the second biggest piece of text along with your ad, however is only visible in desktops.
  • Description: This is visible on Mobiles and needs to be descriptive and enticing enough for people to click on your ad.

Now you’re done with creating your ad.

Your campaign is ready to go!

If you are not sure on how to create Custom Audiences, follow the steps below.

1. Go to the top menu, click on Tools & Settings then click on Audience Manager.

2. Now click on CUSTOM SEGMENTS.

In this screen is where you can create audiences to get better targeting options.

Click on the plus sign and read carefully all the options you have available in the next screen.

Here you can create audiences based on:

  • Keywords people have interest or purchase intention
  • Terms people have been Googling
  • Types of websites people have been browsing
  • Types of apps people have been using

For a wedding venue, for example, you could create audiences such as:

  • Keywords or terms: wedding dresses, wedding rings, wedding photographer, wedding venues, mortgage loans (as people that are looking for this are very likely to be getting married), houses for sale, houses for rent
  • Websites:, + Your competitors websites
  • Apps: Pinterest, Zillow & Other apps related to wedding, mortgage, home sale.

3. While you are here, imagine all the directly related interests and indirectly related interests you can target to promote your website.

Ps.: Stay away from the keywords or terms that have the word “free” on them unless you are giving something for free along with what you are offering.

Ps.2: Don’t merge all the audiences unless you have identified the best keywords, websites, and apps to use.

Narrowing too much your audience can make your ads less likely to be delivered and can prevent you from identifying what is working and what is not. By separating them, you can measure what audiences bring the best results and then you can create combined segments using your previous results.

4. After you have finished, you should see something similar to this:

5. Now that you have created all the audiences you want, let’s go back to create more ad groups.

Clone your ad group by copying and pasting it into the same campaign.

Take a look at your campaign daily and optimize as you go.


One of the most important factors left out by many advertisers is the optimization of locations, devices and schedule. We must be aware of these metrics to ensure better results on the Display Network

  • Exclude locations that do not generate results;
  • I don’t recommend deleting any devices, you can change bids or create targeted campaigns;
  • Exclude times that do not generate results.


Check days and times that have driven the most conversions, then change bids or delete them based on results.


Define the states and regions that generate the most conversions. If you would like to learn how to optimize your campaigns, based on location, watch this video below:


Always work separate campaigns for each device.

Thank you so much for reading this tutorial! If you like the content of this tutorial, do not forget to share it!

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