Set up a Google display campaign

Business Benefits

Create Google Display campaigns to expand the reach of your Google marketing activities.


Create a standard display campaign.

  1. Log in to your Google Ads account and click +New campaign.
  2. Select Create a campaign without a goal’s guidance.
  3. Select Standard display campaign as the campaign subtype.
  4. Under Your business’s website enter the URL of your website.
  5. Click Continue.
  6. Add a campaign name, for example, Display - Standard.
  7. Specify the locations and targeting.
  8. Under Bidding select the bidding strategy. Click Or, select a bid strategy directly (not recommended). Select Manual CPC from the list.
  9. Under Budget enter the average you want to spend each day.
  10. Under Ad group bid enter the amount that you want to pay for a click, for example $1.
  11. Click on +Create ads.
  12. Click +Responsive display ads.
  13. Add assets to your responsive display ads; Images, Videos, Headlines, and Descriptions.
  14. Click on Add to ad group.
  15. Click Create campaign.

Create an additional ad groups in your new display campaign using different targeting methods.

  1. In your Google Ads account click on Campaigns and click on the name of your newly created display campaign.
  2. Click on Ad groups.
  3. Click the blue + button.
  4. Edit the ad group name, for example, remarketing.
  5. Under People you want to reach click on Browse.
  6. Click on Who they are to select targeting criteria based on detailed demographic data such parental status, marital status, home ownership status, or education.
  7. Click on What their interests are to target based on the user’s interest and habits. For example, Beauty & Wellness or Media & Entertainment.
  8. Click on What they’re actually researching or planning? to target based on search behaviors or life events such as job change, marriage, or retirement.
  9. Click on How they’ve interacted with your business to select different remarketing audiences, for example, users that visited your website, users that converted, and shopping cart abandonners.
  10. Tick the box next to the audience that you want to select.
  11. Under Ad group bid enter how much you want to pay for the click.
  12. Click Create ad group.

Create a smart display campaign to fully automate your targeting and bidding methods.

  1. In your Google Ads account and click +New campaign.
  2. Select Create a campaign without a goal’s guidance.
  3. Select Smart display campaign.
  4. Under Your business’s website enter the URL of your website.
  5. Click Continue.
  6. Enter the name of your campaign under Campaign name, for example, Smart Shopping.
  7. Under Locations add the location that you want to target.
  8. Under Languages add the language that you want to target.
  9. Under Bidding leave the default bidding option.
  10. Under Budget define how much you want to spend each day.
  11. If you have a Google Merchant Center and use a product feed, select the box next to Use dynamic feed for personalized ads.
  12. Under Create your ad group enter the ad group name.
  13. Under New responsive ad add the assets: Images and logos, Videos (optional), Headlines, and Descriptions.
  14. Click Add to ad group.
  15. Click Create campaign.

Create a Gmail campaign to show ads to people that browse their emails on Gmail.

  1. In your Google Ads account and click +New campaign.
  2. Select Create a campaign without a goal’s guidance.
  3. Select Gmail campaign.
  4. Under Your business’s website, enter the URL of your website.
  5. Click Continue.
  6. Add a campaign name, for example, Gmail campaign.
  7. Specify the locations and targeting.
  8. Under Bidding select the bidding strategy.
  9. Click Or, select a bid strategy directly (not recommended).
  10. Select Manual CPC from the list.
  11. Under Budget enter the average you want to spend each day.
  12. Name your ad group.
  13. Choose the targeting method:
    • Audience keywords to reach people based terms related to your products or services.
    • Audiences based on detailed demographics, interests, or previous interactions with your business.
    • Age, gender, or parental status.
  14. Click on +New ad to create an ad.
  15. Click on +New Gmail ad.
  16. Add the Business name, Headline, Description and Images.
  17. Click Add to ad group.
  18. Click Create campaign.

Test different campaign types and targeting methods.

Compare the results of the different campaign types you created in the previous steps. Start with a small budget and increase the budget for the best performing campaigns. In standard and Gmail, campaigns test different audiences in different ad groups. For example Ad group 1: Interest-based targeting, Ad group 2: Keyword based targeting Ad group. Keep the best-performing ad groups active, and pause the ones which don’t perform well.