displaycampagnes

Displaycampagnes are online advertising campaigns that deploy display advertising across partner websites, mobile apps, and video content to reach audiences with visual banners. They are used to raise brand awareness, drive website traffic, or generate conversions, often at scale.

Core elements include campaign objectives (awareness, consideration, conversions), targeting options (contextual targeting on relevant content, audience-based targeting such as remarketing, affinity, in-market, demographic, geographic), placements and inventory control, creative formats (static banners, animated banners, rich media, responsive display ads, video), and budgets with bidding strategies (CPM, CPC, CPA, ROAS).

Setup typically occurs in advertising platforms such as Google Ads or programmatic platforms. A campaign contains ad groups or ad sets, each with one or more ads. Ads come in various sizes and devices and can be responsive to adjust automatically. Remarketing lists and negative placement lists help refine reach and reduce wasted impressions.

Measurement focuses on reach, engagement, and conversion efficiency. Key metrics include impressions, clicks, CTR, viewability, conversions, CPA, ROAS, and frequency. Ongoing optimization often involves A/B testing of creatives and audiences, and adjustments to bids and targeting based on performance data.

Best practices emphasize clear objectives, audience segmentation, and creative testing, along with frequency capping and smart bidding. Maintaining brand safety and quality of placements is important. Display campaigns typically complement search campaigns and form part of a broader programmatic strategy, enabling cross-channel attribution and visibility across the customer journey.