Google Display Ads: Complete Guide For 2020

google display ads

Welcome to the Google Display Ads guide by Surfside PPC. We have plenty of different video and article lessons below, and everything is completely free. We cover everything you need to know about Google Display Ads campaigns, the Google Display Network (GDN), and more. Regardless of your business type, there are plenty of strategies you can follow with your Google Display Advertising campaigns.

Browse Our Google Display Advertising Guide:
Google Display Ads Video Tutorial
Google Display Ads Video Playlist
How to Create a Google Display Ads Campaign
Google Smart Display Campaigns
Google Display Ads Targeting
Google Responsive Display Ads
Gmail Ads

We will continue to add new content here, so check back over time as the guide improves. You can find our Google Display Advertising tutorials below, or go to our YouTube Playlist for Google Display Ads. If you scroll down, you can find individual articles for the tutorials as well. You should have all the resources and information you need to get started with Display Network Ads campaigns.

Google Display Ads Video Tutorial


Google Display Ads Video Playlist

If you prefer to go video by video, you can check out our playlist below. It is ordered so you can start with our step-by-step guide and then learn about different types of Display Ads and targeting.


How to Create a Google Display Ads Campaign

Below is a step-by-step guide on how to create your first Google Display advertising campaign. If you prefer the video format, I would recommend watching the video tutorial above.

1. Open Google Ads and Sign-in to your Account

First, you will have to navigate to your Google Ads account. You can use an existing Google account to sign up for an Ads account.

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1 google display ads


2. Set-up Google Ads Conversion Tracking

You can watch our video below to learn how to set-up conversion tracking in your account. You can either use the Google Ads pixel, Google Analytics, and/or Google Tag Manager to create your conversions. The reason you want to utilize conversion tracking is because you can optimize your budget for key events like leads and sales for your business.

2 google ads conversion tracking


3. Create New Google Ads Campaign

Once you have conversion tracking set-up, you are ready to create your campaign.

3 create new google ads campaign


4. Choose a Goal For Your Google Display Network Advertising Campaign

First, you want to choose a goal. At this point, if you are using conversion tracking, you should select Sales or Leads as your goal. If you are not using conversion tracking then I would recommend using the Website Traffic goal.

4 choose a goal for your campaign


5. Choose The ‘Display’ Campaign Type

In order to run a Display Network campaign, you will have to choose the ‘Display’ campaign type.

5 choose the display campaign type


6. Choose one of the Display Campaign Sub-types

Right now, you can choose between Standard campaigns, Smart campaigns, and Gmail campaigns. If you want to set your own targeting and Remarketing audiences, I would recommend Standard Display campaigns. Smart Display campaigns are worth testing because that campaign type can help you drive more conversions within your budget.

choose a campaign subtype display ads google ads


7. Set Your Location Targeting and Language Targeting

What languages do your customers speak? What locations are your customers located? Use that information to set your locations and languages for your campaign.

6 set your location and language targeting


8. Set Your Google Display Ads Bid Strategy

If you are using conversion tracking, then you likely want to use a smart bidding strategy like Target CPA, Target ROAS, Maximize Conversions, or Maximize Conversion Value. You can start your campaign using Manual Enhanced CPC and then switch a smart strategy.

7 set your google display ads bid strategy


9. Set Your Daily Budget

What I would recommend doing is taking your monthly budget, dividing it by 30, and using that number as your daily budget.

9 set your daily budget


10. Adjust Additional Settings for your Campaign

There are different settings you can choose for your campaign including your Ad Rotation, Ad Schedule, Start and End Dates, Devices, Frequency Capping, Conversions, Content Exclusions, and more.

10 adjust additional settings google display ads


11. Name Your Ad Group

I would recommend naming your Ad Group based on the audiences and content you will be targeting.

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name your ad group

12. Set Audience Targeting and Demographics Targeting

Next, you want to set your audience targeting and narrow it down to specific demographics as well. In terms of audiences, you can target detailed demographics, affinity audiences, custom affinity audiences, in-market audiences, custom intent audiences, similar audiences, life events, and Remarketing audiences.

start targeting audiences and demographics in google ads

13. Set Your Content Targeting

Next, you can set your content targeting to make sure your ads appear on certain websites, videos, and apps. You can also incorporate topics to make sure you are only reaching content with your ads that is about specific topics.

set your content targeting on the google display network

14. Set Your Targeting Expansion

One option you have is to use targeting expansion, which will allow Google Ads to find additional customers that are very similar to the audiences you are targeting. It is highly recommended for high budget campaigns and should be tested for campaigns with smaller budgets.

set your targeting expansion for your google display ads

15. Create Responsive Display Ads and Upload Display Ads

Responsive display ads are the default display advertisement that will show for your campaign. You can also upload your own advertisements, but you should definitely start with Responsive Display Ads.

11 create your display ads and responsive display ads


16. Create Campaign to Launch it

Once you have your bid strategy set, targeting set, budget set, campaign settings, and your ads created, you are ready to create and launch your campaign.

12 create your campaign to launch it


Google Smart Display Campaigns

Smart display campaigns are one of the features you can take advantage of with your Display Advertising. Since targeting, audience creation, and campaign strategy can be difficult to figure out, you can allow Google Ads to do the heavy lifting for you. Essentially, all you need to do is set-up conversion tracking and create responsive display ads. When it comes to targeting, Google Ads will use insights from your website, Remarketing lists, and data about your landing pages to reach people who are the most likely to convert.

Google Smart Display Campaign Video Tutorial



Google Display Ads Targeting

You can target a variety of audiences as well as content across the Google Display Network. First off, you can target Remarketing audiences based on people who have visited your website, watched your YouTube videos, or used your mobile app. There are interest audiences based on different factors, demographic categories, life events, similar audiences based on your Remarketing lists, and more.

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In addition, you can target specific websites, YouTube channels, YouTube videos, and mobile apps with your advertisements. For example, you know that people who visit finance websites will be likely to be interested in finance and investment products and services.

Google Display Ads Targeting Video Tutorial



Google Responsive Display Ads

The standard ad format for Google Display Advertising campaigns is the responsive display ad type. They allow you to reach a wider audience, fill more ad inventory, create hundreds of ad variations with 1 advertisement, and give you optimal performance. You can click our link below or watch the embedded video to learn more.

Learn more about Responsive Display Ads here.

Google Responsive Display Ads Video Tutorial


Google Display Ads Strategy

There are plenty of strategies you can employ on the Google Display Network. If you are focused solely on driving conversions, then you should focus on Remarketing ads. If however, you want to drive more brand and product awareness, then utilizing custom intent and in-market audiences can be part of your strategy as well. You can watch the embedded video below to learn more about setting a Google Display Network advertising strategy.

Google Display Ads Strategy Video Tutorial


Gmail Ads

You can create ads that run in Gmail inboxes through your Google Ads account. These ads will run at the top of the ‘Social’ and ‘Promotions’ tabs. And, you can take advantage of the Google Display Network targeting audiences like Remarketing, In-Market audiences, Custom Intent audiences, and more.

You can learn more about Gmail Ads here.

Gmail Ads Video Tutorial


In Summary

When you get started with Google Display Ads, you need to understand some strategies, targeting, ads, and best practices. The video tutorials above will help you understand the Google Display Network, but you need to take it one step at a time. Whether you want to run standard display ads on websites, Remarketing ads, Gmail ads, and/or responsive display ads, the information above should be useful.

2 thoughts on “Google Display Ads: Complete Guide For 2020

  1. Hello,
    I run PPC ads for my business, but buddy of mine is a game publisher, and I would like to help him with display and re-marketing campaigns.
    How much would you charge to walk me through setting up a couple campaigns?
    I can watch your videos, but I am a hands on person and would want a walk through doing the process or I will not retain it.
    They are coming up with three product bundles, I would like a walk through for one and supervision setting up the second. I have used analytics, so I am not completely new to this but I like to be efficient.

    Please let me know if you would be open to this and what you would charge for your time. Per hour, per project, whatever works. He will pay for me to get trained as I will be running these campaigns for him for free for a while. COVID hurt his business bad so I want to help him stay afloat with online sales. Game stores are not open so I need to help him get direct sales asap.

    Thank you.

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