# 5 Tips to Boost Your Google Display Campaigns for Your E-commerce Website

- Link: https://phiture.com/mobilegrowthstack/boost-google-display-campaigns/
- Published: 2022-12-20T15:37:30+01:00
- Author: Gizem Akgül

Table of Contents

 * [What are Google Display Campaigns?](https://phiture.com/mobilegrowthstack/boost-google-display-campaigns/#what_are_google_display_campaigns)
 * [Increase display ad performance with remarketing](https://phiture.com/mobilegrowthstack/boost-google-display-campaigns/#increase_display_ad_performance_with_remarketing)
 * [Convert more users by combining responsive and display ads](https://phiture.com/mobilegrowthstack/boost-google-display-campaigns/#convert_more_users_by_combining_responsive_and_display_ads)
 * [   ](https://phiture.com/mobilegrowthstack/boost-google-display-campaigns/#i)
 * [Boost display ad value by optimizing placement exclusions](https://phiture.com/mobilegrowthstack/boost-google-display-campaigns/#boost_display_ad_value_by_optimizing_placement_exclusions)
 * [Automate display ad efficiency with Performance Max campaigns](https://phiture.com/mobilegrowthstack/boost-google-display-campaigns/#automate_display_ad_efficiency_with_performance_max_campaigns)
 * [Use dynamic product feeds to personalize your ads](https://phiture.com/mobilegrowthstack/boost-google-display-campaigns/#use_dynamic_product_feeds_to_personalize_your_ads)
 * [Conclusion](https://phiture.com/mobilegrowthstack/boost-google-display-campaigns/#conclusion)
 * [While you’re here](https://phiture.com/mobilegrowthstack/boost-google-display-campaigns/#while_youre_here)

## **What are Google Display Campaigns?**

If you’re running an e-commerce website, you’ve most likely run Google ads at some
point or another. While search is a great starting point to attract lower-hanging
fruit, it’s hard to beat the visual experience display ads offer. 

Google Display Campaigns serve visual ads on Google Display Network (GDN) which 
consists of millions of websites, apps, Gmail, and even YouTube. With specific targeting
opportunities, various bidding strategies, and responsive ad creation, Google Display
campaigns are a smart way to invest the performance marketing budget for your brand.

GDN is the largest display ad network covering 90% of all internet users. So, these
ads will quite literally stay in front of your target audience as they browse the
web and show up in the right context to the right user. 

If you’ve been thinking of experimenting with Google Display campaigns for your 
brand, we have a few tips to make sure you’re getting the most bang for your buck.

## **Increase display ad performance with remarketing**

While display campaigns are great at new User Acquisition since they’re more engaging
than text ads, it’s always a good idea to support your UA efforts with remarketing
to utilize lower funnel users, increase ROAS (Return On Ad Spend) and decrease conversion
costs.

Google offers many different granular targeting abilities to create the right remarketing
audience. You can target people who have visited your website before, added a certain
item to their cart, looked through a certain category of products, or even people
who had a large basket size on their purchases from your website. 

You also have the ability to timeframe these audiences. For example, you can target
people that have visited women’s shoes on your website in the last 7 days. These
very specific targeting abilities will be key to your remarketing strategy and creating
a controlled funnel users can pass through.

We recommend creating audiences for all funnel steps (visit, add to cart, and purchase)
and different time ranges (1, 7, 14, 30, 60, 120, 180, and 360 days). Target them
on evenly distributed ad groups to keep the campaign from favoring a certain ad 
group due to it being a lot larger than the rest.

![](https://phiture.com/wp-content/uploads/2022/12/image2-2-300x190.png)

## **Convert more users by combining responsive and display ads**

There are two types of ads for display. First is **responsive ads** which are more
automated and adaptable to every size and shape of ad inventory. They serve in combination
with descriptions, headlines, and logos you provide to create the optimal ad combination
for your audience.

The second type is a more traditional and stand-alone type of ad which are uploaded**
display ads**. The uploaded image component can be a few different sizes (e.g. 250
×250, 120×160, or 300×600) with a maximum file size of 150kb. This type of display
ad allows you to have full control over your ad as uploaded ads serve alone in suitable
inventory.

While responsive ads are a no-brainer in this day and age, with their adaptability
to fill any sized ad spot, we also recommend using uploaded display ads to fill 
all possible slots and better control what your ads will say and look like.

It’s also equally important to fill all possible slots on the responsive ads to 
increase your chances of reaching the optimal ads to convert users. This is also
recommended by Google representatives as a best practice.

 

## **   **

An example of a Responsive Ad (left) against an Uploaded Ad (right).

## **Boost display ad value by optimizing placement exclusions**

As Google Display Network covers millions of websites and apps, there are going 
to be some placements that are not valuable or relevant for your brand. Generally
speaking, a lot of gaming apps and kids’ content will look like it’s bringing in
a lot of clicks but will be low value in terms of users as kids may be clicking 
on ads accidentally.

It’s best to exclude these placements right from the start. You can reach placements
on the left-hand menu in the Google Console and should be checking this tab regularly.
We recommend once a week depending on your budget and impression volume.

![](https://phiture.com/wp-content/uploads/2022/12/image6-2-300x109.png)

While optimizing the campaigns, you can also create a set of filters that make sense
for your brand. For example, Click Through Rate <2%, Impressions >1000, or Cost/
Conversion >$4. Use this filter to identify low-performing placements and make regular
exclusions to keep efficiency to a maximum.

 

## **Automate display ad efficiency with Performance Max campaigns**

Performance Max is a new campaign type from Google that allows you to utilize all
Google inventories from display to search in one campaign while optimizing performance.
It’s a fairly new and almost fully automated product that focuses on performance
and efficient conversions. It’s super easy to set up as it requires the same assets
as a responsive display ad plus videos.

Not just a display campaign, Performance Max offers a high value, high CTR, low 
cost, and low effort alternative to support your existing campaigns. We at Phiture
have been testing Performance Max and have seen great results for our higher volume
clients as the campaign operates based on existing signals and conversions. 

 

## **Use dynamic product feeds to personalize your ads**

Last but definitely not least, possibly the most impactful tool you can use for 
your e-commerce brand on Google Display is dynamic product feeds. A feed is essentially
a database of all your products, their price, stock, images, and other important
attributes.

You can either use [Google Merchant Center ](https://support.google.com/merchants/answer/188477)
to create a dynamic feed or use a template to manually upload an offline feed to
the Google console via Business data in the Tools and Settings menu. This database
can be attached to your display campaigns (not just on Google but also on other 
channels like Meta) to be served with your assets to improve performance. Users 
are able to see price and product images within the ad which will result in a more
personalized ad experience. 

For example, a great way to retarget users that have been looking for shoes on your
website is to filter your feed to include only footwear items and retarget those
users to create a personalized and effective strategy. Another way could be to filter
out selected sales items on your feed to complement your ”25% off selected items”
offer. 

 

## **Conclusion**

Google Display Campaigns are a great way to create customized ads you can use to
push users down the funnel in a strategic manner. While they have their strengths,
it’s also quite easy for display ads to become inefficient. This is because they
are often very broad and are implemented without a sound strategy.

Using these tips to create the most efficient and effective display ad strategy 
for your brand will be a good way to level up your performance marketing game, especially
for e-commerce websites. As always, don’t forget to diversify your channels, campaign
types, creatives, and targeting to find out what works best for your specific audience.

 

## **While you’re here**

You may find the following articles around the topic of advertising from across 
the Phiture Blog valuable further reading:

[How to amplify your Facebook Ads Strategy with Custom Product Pages](https://phiture.com/mobilegrowthstack/how-to-amplify-facebook-ads-strategy-with-cpps/)

[Combining Apple Search Ads with Custom Product Pages](https://phiture.com/mobilegrowthstack/custom-product-pages-with-apple-search-ads)

[Performance Marketing on Google Ads](https://phiture.com/mobilegrowthstack/lets-talk-about-performance-marketing-on-google-ads)