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5 Display Ad Marketing Tips For Better Performance

Updated: Jan 3

A display ad marketing campaign can be a powerful outbound digital marketing tool for driving brand awareness and conversions. According to Google, their Display Network reaches over 90% of global online users expanding across 2 million sites. But with so many options and potential strategies, it can be tough to know where to start.

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5 Display Ad Marketing Tips For Better Performance

Here are five display ad marketing tips to help you get the most out of your investment and improve your strategy performance.

What is a Display Ad Campaign?

Display ad campaigns are a digital outbound marketing channel that can be used to promote brand awareness, drive website traffic, or generate leads. 

With a little effort and planning, you can launch a successful display ad campaign that will help you achieve your business objectives. The following five tips will help you plan and execute better campaigns.

1. What is the Objective of Your Display Ad Campaign

Before you launch a display ad campaign, you need to know what your objective is. What are you trying to achieve with your ads? Do you want to increase brand awareness, generate leads, or drive sales?

Your objective will determine the type of ad you create and where you place it. For example, if you’re trying to increase brand awareness, you’ll want to create an eye-catching ad that appears on high-traffic websites.

If you’re looking to generate leads, you’ll want to place your ad on a website where your target audience is in the interest stage and likely to see it and click on it.

Once you have a clear objective for your display ad campaign, you can start creating ads that are more likely to achieve your desired results.

2. Set Your Budget and Bid Strategy

It's important to set a budget for your display ad campaign and to know how much you're willing to spend per click. If you want to get your ad in front of as many potential customers as possible, set a daily budget.

According to WebinarCare, display ads average $75.51 for each cost per action, and with an average conversion rate of 0.77%.

The average cost per click usually varies depending on your target audience and the keywords they're searching for.

You also need to decide which bid strategy you'll use. There are several bid strategies to choose from based on your objectives. 

  • CPC (cost-per-click): You only pay when someone clicks on your ad.

  • CPA (cost-per-acquisition): You only pay when someone buys something from your online store using your ad.

  • CPE (cost-per-engagement): You only pay when someone interacts with your ad (e.g., by watching a video or expanding an image). 

  • CPM (cost-per-thousand impressions): You pay every time 1,000 people see your ad, whether they click on it or not.

If you want to generate leads or drive sales, CPC and CPA are usually better options because you're only paying when people take an action that indicates they're interested in what you're selling.

3. Define Your Audience

Before you launch a display ad campaign, it's important to take some time to think about your target audience and create a persona profile of your ideal customer.

  • Who are you trying to reach with your ads?

  • What kinds of things are they interested in?

  • What are their demographics?

Once you have a good understanding of who your target audience is, you can start creating ads that are more likely to resonate with them. 

Keep in mind that it's often helpful to create multiple versions of an ad, each targeting a different segment of your audience. That way, you can see which version performs the best and adjust your strategy accordingly.

4. Create Responsive Display Ads

Creating responsive display ads is one of the best ways to ensure that your display ad campaign performs well.

Responsive ads are designed to adjust their size and appearance to fit any device or screen, which makes them more likely to be seen and clicked on by users.

To create a responsive ad, you'll need to use Google's AdWords tool.

  • First, select "Display Network only" as your campaign type, then click on the "Ads" tab.

  • Next, click on the "+New ad" button and select "Responsive display ad."

  • Then, enter your ad images, headlines, descriptions, and URLs into the provided fields. You can also specify a call-to-action (CTA) for your ad.

  • Once you're finished, hit the "Save and preview" button to see how your ad will look on different devices.

If everything looks good, go ahead and launch your campaign!

5. Define Measurable Key Performance Indicators (KPIs)

To ensure your display advertising campaign is performing at its best, you need to define measurable KPIs. By doing so, you can track progress and identify areas for improvement.

Some key performance indicators (KPIs) to consider for your display ad campaign include:

  • Reach: How many people see your ad?

  • Frequency: How often do people see your ad?

  • Clicks: How many people click on your ad?

  • Cost per click (CPC): How much does each click on your ad cost?

  • Conversions: How many people take the desired action after clicking on your ad (e.g., make a purchase, sign up for a newsletter)?

  • Cost per conversion: How much does each conversion cost?

By tracking these KPIs, you can get a better sense of how well your display ad campaign is performing.

If you're not happy with the results, you can then make changes to improve your campaign's effectiveness.


Every successful display ad campaign has a clear strategy laid out to provide direction. Without this, it is difficult to know how well your ad is performing and if the ad is effectively and efficiently reaching your goals, spending the budget you set, reaching the right audience, or meeting the KPIs you set to measure the success of the campaign.

LDZ Digital

LDZ Digital provides Florida SEO and digital marketing services, education and consulting for small business owners and entrepreneurs looking for assistance with their digital marketing strategy.

Contact us today to request a quote!


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