Top 10 Tips for Display campaigns focusing on brand awareness

1. Separate Google Search & Display Networks:

When running campaigns for brand awareness, it’s important to separate your Google Search and Display Networks. This allows you to tailor your targeting and bidding strategies for each network independently.

Google Ads dashboard

2. Exclude Remarketing Audiences from General Awareness:

If you’re running remarketing campaigns alongside your brand awareness campaigns, exclude your remarketing audiences from your general awareness targeting. This will ensure that you’re not showing your brand awareness ads to people who are already familiar with your brand.

3. Create Multiple Responsive Sets:

Responsive display ads allow you to upload a variety of assets (images, logos, headlines, descriptions, etc.) and Google Ads will automatically generate different ad combinations that are optimized for performance. Create multiple responsive sets with different sets of assets to test and see what works best.

Google Ads responsive display ad

4. Create Various Assets:

When creating your responsive display ads, be sure to use a variety of different assets, such as images, videos, and logos. This will give Google Ads more to work with and help to ensure that your ads are visually appealing and engaging.

5. Focus on the Top-Performing Display Ad Sizes:

While there are many different display ad sizes available, there are a few that consistently perform well. Focus on creating responsive display ads for the following sizes:

• 300×250
• 728×90
• 320×50
• 160×600
• 300×600

6. Use CPM Bidding:

CPM (cost per mille) bidding is a good option for brand awareness campaigns, as it allows you to set a maximum price you’re willing to pay for every 1,000 impressions of your ad. This can help to ensure that you’re reaching a large audience without overspending.

7. Use Placement Targeting:

Placement targeting allows you to choose the specific websites or apps where your ads will appear. This is a great way to ensure that your ads are reaching a relevant audience and that they are appearing in brand-safe environments.

8. Use Contextual Targeting:

Contextual targeting allows you to target your ads based on the content of the website or app where they will appear. This is a great way to ensure that your ads are reaching people who are interested in what you have to offer.

9. Use Affinity Audiences:

Affinity audiences are groups of people who Google has identified as being interested in certain topics. You can target your ads to affinity audiences that are relevant to your brand.

10. Use In-Market Audiences:

In-market audiences are groups of people who Google has identified as being actively researching or considering purchasing products or services like yours. You can target your ads to in-market audiences that are ready to buy.

By following these tips, you can create effective Display campaigns on Google Ads that will help you to increase brand awareness and reach your target audience.