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Tips to Optimise Your Google Display Ads

In today’s competitive digital landscape, it’s crucial to stay ahead and ensure that your Google Display Ads are optimised for maximum impact. But with so many strategies and techniques out there, where do you begin?

Well, have no fear, because we have gathered a collection of expert tips that will help you navigate the complexities of Google Display Ads and boost your ad performance. From targeting the right audience to utilising remarketing, these tried-and-true methods will elevate your campaigns to new heights.

So, if you’re ready to take your Google Ads to the next level and outshine the competition, continue reading to discover the secrets of optimisation success.

How to Optimise Your Google Display Ads

Target the Right Audience

Optimising the performance of your Google Display Ads necessitates targeting the appropriate audience by defining specific demographics and interests. Understanding your target audience enables you to customise your ads to align with their preferences and behaviours, thus enhancing the likelihood of attracting pertinent visitors to your website.

A potent method of targeting the correct audience involves using the Google Display Network’s custom audience feature. This empowers you to create audience segments based on specific criteria such as age, gender, location, and interests. By defining these parameters, you can ensure your ads are displayed to individuals most likely to have an interest in your goods or services.

Another beneficial tool is the custom intent audience, which enables you to target individuals actively searching for keywords related to your offerings. This allows you to reach potential customers who are already in the market for goods or services like yours, thus improving the probability of conversions.

Furthermore, it’s essential to routinely review and exclude placements that do not align with your target audience. This ensures your ads are displayed in relevant contexts, optimising ad reach and relevance.

Choose Effective Keywords

Choosing highly relevant keywords is crucial for optimising the performance of your Google Display Ads. Keywords play a vital role in helping you reach the right audience and achieve your advertising goals. When optimising Google Display campaigns, it is important to use specific keywords that align with your target audience and products/services.

To choose effective keywords, start by conducting keyword research using tools like Google Adwords and Google Search. These tools can help you identify popular and relevant keywords that people are searching for. Focus on using long-tail keywords, which are more specific and capture user intent accurately. By using long-tail keywords, you can improve the relevance of your ads and attract more qualified leads.

Constantly monitor and refine your keyword selection based on performance data. Analyse which keywords are driving the most clicks, conversions, and return on investment. This data will help you identify the most effective keywords and eliminate any underperforming ones.

Incorporate your chosen keywords into your ad copy, landing pages, and audience targeting to ensure your ads are shown to the right people. By using highly relevant keywords, you can improve your ad optimisation and increase your chances of reaching people who are interested in your products or services.

Create Custom Audiences

After selecting effective keywords for your Google Display Ads, the subsequent step is to create bespoke audiences to target specific groups of people most interested in your business.

Creating a bespoke audience allows you to reach individuals who have previously visited your website, ensuring that your adverts are shown to those who are more likely to engage with your content.

One method to create a bespoke audience is by utilising competitor’s websites. By targeting individuals who have already visited your competitor’s sites, you can display your adverts to individuals who have already shown interest in similar products or services. This can be a highly effective strategy to attract potential customers who are already in the market for what you offer.

Adverts allow you to optimise your display advertising by tailoring them to specific groups of people. By targeting people who are more likely to be interested in your products or services, you increase the relevancy and engagement of your adverts. This not only improves your chances of converting leads into customers but also enhances the overall effectiveness of your advertising campaign.

Make sure to leverage bespoke audiences to reach individuals who are actively searching for products or services similar to yours. By targeting these individuals, you can increase the visibility of your adverts and attract potential customers who are actively looking to make a purchase.

Exclude Irrelevant Placements

A key element of optimising Google Display Ads is excluding irrelevant placements to guarantee your ads are displayed in pertinent environments. Placement exclusion enables you to eliminate websites and apps that are not in line with your target audience, maximising the reach and relevance of your ad campaign.

To optimise your Google Display Ads, it is crucial to regularly review and exclude placements that are not relevant to your target audience. By continuously monitoring and adjusting placements based on performance, you can exclude irrelevant placements and enhance the efficacy of your ad campaign.

Google Ads offers different types of placements, including image ads that can be displayed on various sites. By excluding irrelevant placements, you can ensure that your ads are shown only on sites that align with your target audience and campaign objectives.

In addition to using placement exclusion, you can also create Custom Audiences to target specific groups of users. By using cookies to track your site visitors, you can then serve ads to these audiences as they browse different websites.

Utilise Remarketing

Employing remarketing is an effective strategy to engage and re-engage past site visitors with targeted adverts, ensuring continued interest and interaction with your business. Remarketing allows you to reach out to individuals who have already shown an interest in your products or services by visiting your website. By showing them relevant adverts, you can remind them of your brand and encourage them to take action.

Here are three key reasons why remarketing should be an integral part of your marketing efforts:

  • Targeted advertising: With remarketing, you can specifically target your adverts to people who have already shown an interest in your business. This allows you to tailor your message and offers to a highly receptive audience, increasing the likelihood of conversions.
  • Increased brand exposure: By following past site visitors around the web with your adverts, remarketing helps to keep your brand top of mind. This repeated exposure helps to reinforce your brand message and encourages potential customers to return to your site.
  • Improved return on investment: Remarketing can significantly improve the return on the display and PPC campaigns. By focusing your advertising efforts on a more qualified and engaged audience, you can expect higher click-through rates and conversion rates, ultimately leading to a better return on your advertising investment.

Frequently Asked Questions

How Can I Improve My Google Display Ads?

To enhance your Google Display Ads, concentrate on targeting options, advert design tips, effective call to action, advert placement strategies, A/B testing for optimisation, utilising remarketing, advert copywriting techniques, engaging visuals, mobile optimisation, and tracking and analysing advert performance.

What Makes a Good Google Display Ad?

A good Google Display Ad is characterised by effective design, targeted audience, compelling copy, eye-catching visuals, clear call to action, A/B testing, mobile optimisation, ad placement strategies, ad format variations, and tracking and analytics.

How Do I Optimize My Google Ads?

To optimise your Google Ads, consider targeting options, ad creative experimentation, ad placement strategies, ad copy optimisation, ad format testing, call to action effectiveness, landing page optimisation, audience segmentation, bid management techniques, and ad scheduling strategies.

How Do I Make a Good Display Ad?

To devise a successful display advert, concentrate on efficient design, target audience, persuasive copywriting, call to action placement, visual attraction, A/B testing, landing page optimisation, mobile-friendly adverts, advert placement strategy, and advert frequency control.


In conclusion, optimising Google Display Ads involves several key steps:

  1. Targeting the appropriate audience: This involves conducting thorough research to identify the demographics, interests, and behaviours of the target audience. By understanding who your audience is, you can create ads that are more relevant and appealing to them.
  2. Selecting effective keywords: Keywords play a crucial role in determining when and where your ads will be displayed. By choosing keywords that are relevant to your target audience and have a high search volume, you can increase the visibility of your ads.
  3. Creating tailored audiences: Tailored audiences allow you to reach specific groups of people who have shown an interest in your products or services. By creating custom audience lists based on factors such as website visitors or customer email lists, you can deliver more personalised ads to these individuals.
  4. Excluding irrelevant placements: Not all websites or apps are suitable for displaying your ads. By excluding irrelevant placements, you can ensure that your ads are only shown on sites that are relevant to your target audience.

Moreover, utilising remarketing strategies can aid in enhancing ad performance. Remarketing involves targeting individuals who have previously interacted with your website or ads, increasing the likelihood of conversion.

By implementing these tips, marketers can stay ahead of the competition, gain access to exclusive content and resources, and join a community of like-minded professionals. Ultimately, these strategies can assist in taking Google Display Ads to the next level and achieve superior results.