How display campaigns work
You create ads in several sizes and choose who should see them. An ad network or programmatic platform then places the ads on websites and apps where that audience spends time. In Google Ads, display campaigns run on the Google Display Network, which covers millions of websites and apps as well as Google sites such as YouTube and Gmail.
Targeting options
- Audiences: interests, demographics, people actively researching a product (in-market audiences) and your own customer lists.
- Remarketing: people who have visited your website or used your app before.
- Content: topics, keywords or specific websites and apps (placements).
- Optimized targeting: the platform looks for people likely to convert, based on your goal.
How display campaigns are measured
Display ads are usually bought per thousand impressions (CPM) or per click (CPC). Besides clicks and conversions, look at reach, frequency, viewable impressions and view-through conversions, because many people see a display ad, don’t click, and buy later.