Reach past visitors with a display campaign

Official guide to display campaigns that use your data on the Google Display Network.

To provide a comprehensive and consolidated view of your Audiences and make audience management and optimization simpler, you’ll see the following improvements in Google Ads:

  • New audience reporting
    Detailed reporting about audience demographics, segments, and exclusions is now consolidated in one place, the “Audiences” tab within the left page navigation menu. You can also easily manage your Audiences from this report page. Learn more about Audience reporting
  • New terms
    We’re using new terms on your audience report and throughout Google Ads. For example, “audience types” (these include similar, custom, in-market, and affinity) are now referred to as audience segments and “remarketing” is now referred to as “your data”. Learn more about the updates to Audience terms and phrases

Best Practices logo

While a standard campaign puts your ads in front of previous website and app visitors, dynamic remarketing takes it one step further by tailoring the ad creative to include products or services users viewed on your site. This helps you deliver more relevant ads and improved performance. In this guide, we’ll show you how to create winning campaigns that use your data for audience targeting.

Part 1: Best practices for targeting

1. Set up a display campaign using your data for success

  • Tag your entire desktop and mobile site.

Why: Tags capture the customer insights needed for strong data segments.

Get started: Use Google Tag Manager to tag your entire site for creating your data segments.

Learn more about how to set up data segments for display campaigns.

2. Segment your audiences with your data segments

  • Focus your data segments based on how someone's interacted with your website or app.

Why: You can tailor your bids and ads to the ways your most valuable visitors interact.

Get started: Create an audience segment that includes your website visitors which you can target with different bids or ads.

Learn more about how to segment prospects with your data segments.

3. Set display bids that use your data and ad formats for success

  • Pair your data segments with Target CPA.

Why: Dynamic bids usually lead to better results and can save time better spent on other vital areas.

Get started: Use Target CPA in your campaign that uses your data for audience targeting to maximize conversions.

  • Use all display ad sizes and formats, including text, mobile, image and HTML5.

Why: This helps reach your audience at exactly the right moment.

Get started: Upload image ads in different sizes to reach users across all device types.

  • Use dynamic remarketing to show the most personalized ad possible.

Why: Consumers who see ads with the actual offer they viewed, or similar offers, are more likely to return to your site to complete a purchase.

Get started: Set up dynamic remarketing with our comprehensive guide.

  • Take the next step: move from Target CPA to target return on ad spend.

Why: Moving from target CPA to target ROAS typically results in the most total value at your desired level.

Get started: Use Target ROAS in your campaign that uses your data for audience targeting to maximize revenue.

Learn more about how to set bids and ad formats for your display campaigns for audience targeting.

4. Remove restrictions for display campaigns that use your data for better performance

  • Remove exclusions for languages, locations and placements.

Why: When people have visited your site already, they are more likely to purchase regardless of the context.

Get started: Remove language, location and placement exclusions for campaigns that use your data for audience targeting.

  • Automate your frequency caps.

Why: Google’s algorithms will optimize frequency caps for you, based on how likely each viewer is to click on and convert from your ad.

Get started: Use an automated bidding strategy to automate frequency caps towards the best performance.

Learn more about removing restrictions for your display campaign that uses your data.

5. Expand your data segments to reach potential customers

  • Use Similar segments or auto-targeting to expand your data segments and reach potential customers.

Why: These features can boost your data’s volume and acquire potential customers at the right cost.

Get started: Add Similar segments targeting to your Display campaign.

  • Use In-Market segments to acquire new mid-funnel customers.

Why: You can drive more qualified traffic to your site when you reach people who are actively researching or intending to buy what you offer.

Get started: Add in-market segments targeting to an ad group.

Learn more about expanding your data segments to reach new customers.

Part 2: Dynamic remarketing best practices

6. Activate dynamic remarketing ads

  • Make sure your tag's custom parameter ID value matches your feed ID value.

Why: This allows the dynamic remarketing ad to show people the exact product or service they viewed in the past.

Get started: Add custom parameters to your global site tag.

Learn more about activating dynamic remarketing ads.

7. Set up high-quality business data feeds

  • Include your full catalog of products with relevant images, titles and prices.

Why: This can lead to a positive impact on your click-through rate and conversion rate.

Get started: Create a feed for your dynamic display ads.

  • Prioritize your bestsellers and provide complete product data for those items.

Why: Starting with your top performing products and services allow you to maximize the returns that feed optimization can bring you.

  • Maintain an accurate, compliant and updated feed.

Why: The system disapproves inaccurate or incomplete feeds because they create a bad user experience. That means your dynamic ads won’t show.

Get started: Check the status of your ads in the Business Data section of your account.

Learn more about optimizing business data feeds.

Sign up for the Best Practices newsletter to get advanced Google Ads tips and updates right to your inbox.
Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue

Subscribe to our Best Practices newsletter

Approved by the team who built Google Ads, the Google Ads Best Practices newsletter provides actionable tips and tactics to help you get the most out of your campaigns.


Clear search
Close search
Google apps
Main menu
Search Help Center