Google Display Campaign Optimisation

Display and Video campaigns are great tools for reaching different audiences and increasing conversions. However, to get the best results without overspending, you need to optimise these campaigns. In this guide, we’ll go over three simple principles to help you improve your Google Ads Display & Video campaigns.

1. Review and Improve Your Ad Content

Image Ads: Make Them Eye-Catching and Relevant

To improve your image ads, focus on these things:

• High-quality: Use clear and professional images.
• Eye-catching: Choose visuals that grab attention.
• Relevant: Make sure the images match the product or service you're promoting.

It's important to run A/B tests to see which ads perform better with your audience. Create different versions of your image ads and track how well they do. This helps you figure out which ads work best.

Video Ads: Focus on Viewer Engagement

Video ads also need attention, but in this case, you want to see how viewers interact with them. Look at the audience retention graphs in Google Ads to see how long people watch your videos. If many viewers stop watching early, you might need to:

• Edit or shorten the video: Keep it brief and to the point.
• Change the thumbnail or intro: The first few seconds are key to keeping viewers engaged.

Like image ads, keep reviewing and updating your video ads to improve their performance.

A/B Testing: The Key to Better Ads

Testing different versions of your ads is important for both image and video ads. Try out changes like different headlines, calls to action, or visuals, and measure the results based on key metrics like conversions or click-through rates (CTR). Use the best-performing ideas in your other campaigns to keep improving.

2. Content Placements: Make Sure Your Ads Appear on the Right Sites

Reviewing Where Your Ads Appear

It’s important to check which websites are showing your ads. In Google Ads, go to Content > Where Ads Are Showing to see this list. Here’s what to do next:

• Check how websites are performing: Sort by metrics like conversions and cost. If a site is using up your budget without giving results, consider removing it.
• Filter by cost: Find sites that are expensive but don’t give any conversions. These are not helping your campaign, so it’s a good idea to exclude them.

Exclude Low-Performing Sites

After identifying underperforming sites, remove them from your campaign. This way, your budget will be focused on websites that actually give you results, helping you get more value for your money.

Remarketing Lists for Search Ads (RLSA)

One good way to improve your placements is by using Remarketing Lists for Search Ads (RLSA). This lets you target people who have already visited your website, making your ads more relevant to them and increasing the chances of conversion.

3. Audience Optimisation: Target the Right People

Reviewing Your Audience Segments

Segmenting your audience properly is key to getting better results and reducing wasted spending. In Google Ads, look at the demographics of your audience, including:

• Age
• Gender
• Income
• Parental status

Sort your audience by cost and performance to see which groups are giving you conversions and which are not.

Remove Low-Performing Audiences

If certain groups aren’t helping your campaign, remove them to save your budget. Focus on the audiences that give good results. For example, if one age group converts better than others, put more of your budget toward targeting them.

Custom Audience Lists

You can also create Custom Audience Lists to target people based on specific actions, like visiting your website or watching your YouTube videos. This way, you’re targeting people who are more likely to convert.

4. Video Campaign Optimisation: Fine-Tuning for Better Results

Video campaigns have a lot in common with display campaigns, but they need a slightly different approach to optimisation. Here’s how to handle it:

Reviewing Video Content

In the Video section of Google Ads, look closely at each video. Pay attention to the audience retention graphs to see how long viewers are staying engaged. If they drop off early, you may need to adjust or shorten the video.

Optimising Video Placements

Just like with display ads, review the channels showing your video ads. Go to Content > Where Ads Are Showing to see the list of channels. If some channels cost more but don’t give good results, exclude them to save money.

Refining Your Audience Segments

The same rules apply to video ads—remove audience segments that aren’t performing well and focus on those that are. This will help you make your video campaigns more efficient and effective.

Keep Improving for Better Results

Improving your display and video campaigns takes regular effort. By focusing on reviewing and testing your ads, improving where your ads are shown, and targeting the right audiences, you can reach more people while using your budget wisely. Keep looking at your data and making updates to ensure your campaigns stay successful.