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What are Google Display Ads? How to Use them to Improve ROAS?

Google Display Ads reach about 2 million websites, videos, and apps where your business ads can appear. Google Display Network can help businesses increase reach people with targeted Display Ads. They have certain filters to further sift your audiences while browsing their favorite websites or showing a friend a YouTube video or checking their Gmail account. The power of Google Display Ads can potentially help reach about 90% of Internet users worldwide. It allows you to set where or when your ad is shown based on the intent & interest of the audience.

How google display ads can help businesses

1. Responsive Display Ads

  • Responsive Display Ads automatically adjust their size, appearance, and format to fit available ad spaces. Hence, a single responsive ad may appear as a small text ad in one place and a large image ad in the other. To create ads, you must enter your business headlines, descriptions, images, and logos. Responsive Display Ads then create ads on the Google Display Network that are partly automated.
  • Now Google will auto-generate ads to be shown on the Google Display Network to optimize your ads and give them a better response. Responsive Display Ads fit just about any ad space across the Display Network and can take on native formatting to match the tone and feel of the websites they show on.
Responsive display ad example
  • These ads have three headline fields. The first two headline fields are required, while the third is non-mandatory. The additional headline field allows you to incorporate additional text in your ads. You can use up to 30 characters per headline. The headlines will appear alongside. The domain of your display URL is based on your final URL domain. Google Ads will use the domain from your final URL and show it as your ad’s display URL.
Gmail ad example

2. Gmail Ads

  • Gmail Ads are ads that show expandable ads on the top tabs of people's inboxes. Some of these ads are expandable. When you click on one of these ads, it may expand like an email. The expanded ad can include images, video, or embedded forms. These help you connect with potential customers in a more first-hand manner.
  • Gmail ads include two types of formats:
    • Single business ads: These ads show a single business at a time. It may use various assets depending on the campaign, including headlines, descriptions, images, videos, embedded forms, product information, prices, ratings, click-to-call options, links to a marketplace app, and more.

  • Multi-retailer ads: These ads promote multiple retailers advertising an array of product offers shown in the ad body. Each offer includes the product image, price, and available ratings as well as other relevant information, including offer conditions. When a potential customer clicks on your offer on the ad body, they will be directed to the product page on your website.

3. Smart Display Ads

  • Smart Display Ads is the most effortless way to advertise and broaden your target group by showing ads in all types of formats across the Google Display Network. You can target prospective customers at every buying stage of the sales funnel.
  • Smart display campaigns combine 3 campaign optimization techniques for targeting, bidding and creative.
  • For automated bidding it uses Target CPA as the default optimization metric, to set your bids to win conversions of people who are more likely to convert at each and every ad auction, seeking to give the best possible value for your spend.
  • Automated targeting automatically shows ads in locations where there has been higher activity and traction for your ad, which increases the chances of conversion.
  • Automated creative shows your ad in any ad format depending on the space and websites. It also dynamically changes the ad creative as per your inputs given for the headlines, description and images.

Google Display Network can benefit your business by increasing ROAS which focuses on a vast reach for your ad campaign. All you have to do is use the right targeting filters, and it will display your ads to the principal audience for your business.
Your business ads might be showcased on the Display Network depending on your ads’ target keywords.
Keyword targeting while attracting potential leads will direct them to your ad even when they search for a similar product.
Language targeting lets you target your ads to the prospective audiences who use Google products and other websites based on the languages those audiences understand.
Location targeting allows your ads to appear in the specific geographic locations of your choice. It could be a country, an area within a country, a radius around a location, or location groups, it can include places of interest, your business locations, or tiered demographics.

1. Targeting options

Targeting is used on the Google Display Network to get your ads seen by a certain type of audience. While targeting these audience categories, you can further filter them based on demographics, affinity, in-market, or custom.

  • Demographics
  • Demographics target your ads based on how well your products and services are received by customers in certain locations, of different ages, genders, and with various device types.
  • Affinity
  • Affinity advertisers with TV campaigns can elongate a campaign online and reach a set of diverse audiences using Google Search or the Display Network.
  • In-market
  • In-market show ads to users who have been searching for products and services similar to yours. These users may be interested to make a purchase, or have previously made a purchase and could still desire to interact with your ads.
  • Custom intent
  • Custom intent chooses words or phrases related to the people that are most likely to interact with your site and make purchases by using "custom intent audiences." Along with keywords, a custom intent audience lets you add URLs for websites, apps, or YouTube content related to your audience's preferences.

2. Reach

“Reach” is the number of 'possible impressions' that fit within your targeting settings. Adding filters and further sifting your categories might narrow your spectrum of reaching a higher percentage of audiences. But adding relevant target settings can help widen this spectrum for your audiences.

3. Bidding

For increasing the impact of a specific targeting setting, you have to adjust the bid for it. Use bid adjustments to appeal to a wider set of audiences and increase engagement while getting potential leads.
Automated bidding takes the heavy lifting and guesswork out of setting bids to meet your performance goals. Each type of automated bid strategy or campaign optimization for Google Ads is designed to help you achieve a specific goal for your business. The types of strategies are Maximize Clicks, Target Impression Share, Target CPA, Target ROAS, Maximize Conversions & Maximize Conversion Value.

Manual bidding is a bidding method that lets you set your own maximum cost-per-click (CPC) for your ads. This varies from automated bid strategies, which automatically sets bid amounts for you. Manual CPC bidding gives you the authority to set the maximum amount that you could pay for each click on your ads.

4. Automatic targeting

Automatic targeting helps optimization and makes it quick and handy. With automatic targeting, there’s no need to manage each aspect of targeting, the auto mode helps Google’s systems discover what strategies work best for you and helps you implement the same for your ads.

Advantages of display advertising


  • Google Display Network (GDN) is a group of more than 2 million websites, videos, and apps where your Google Ads can appear.
  • Visual ads are more dynamic and eye-catching for the audience than text ads.
  • You can create remarketing lists with any set of audiences. It offers various & numerous types of targeting options.


  • Google Display Ads are usually at the edge or end of pages making them difficult to capture the attention of audiences.
  • Google Display Ads have a lower CTR as compared to other types of ads.
  • The network only gives you four criteria when estimating your ad’s performance: learning, low, good, and best. It doesn’t offer you an insight into which ad size, combination, or format.
Orra Jewellery case study

ORRA is an Indian brand that was founded in 1888. ORRA is one of India's finest jewelry retail chains and has 5 global design centers. ORRA uses Google Ads to customize regional creatives and appeal to their regional audience. ORRA resolved the problem of media fragmentation and successfully reached out to different communities. ORRA now invests 10X the amount it used to on digital marketing.

NRoute is a health-oriented brand that majorly produces protein & supplements. NRoute is a proud Indian brand that manufactures exclusive products in the areas of Energy, Health, and Nutrition. With Mediaqart, they promoted their products and tackled the challenges they faced through Google Display Ads campaigns. Our automated performance advertising platform helped them not only increase ROAS but also optimize their media plan.

Nroute case study
  • Getting familiar with targeting options beforehand
  • Adjusting your ads for a specific time of the day
  • It is important to use display keywords to target audiences
  • Excluding off-topic sites in your ads


The Google Display Network can prove to be a valuable addition to your marketing efforts and will give you assured results. Mediaqart’s automated keyword bidding and campaign optimization tool helps one deliver successful Google Display Ads. Our additional tips and expert services will surely set you up for success, contact us now.