Google Display campaign management
Plan creative tests, placement checks and performance reviews for your Google Display campaigns.
Define who the campaign should reach
Separate a campaign that introduces your brand to new people from one that reaches people already familiar with it. Give each goal its own budget, message and success measure. Keep a record of any changes to audiences or placements so results can be interpreted later.
Check how the creative works across placements
Review images, short headlines and branding together. Make sure the offer stays readable on small screens. Once the campaign is running, check placement reports for unrelated contexts and exclude them where appropriate.
Separate reach from business outcomes
Impressions and reach show how widely the campaign was seen. Measure what happened after a click separately, such as a website visit, enquiry or order. Review creative, audience and placement choices against the campaign’s intended outcome.