How to create a Google Display Campaign in 10 steps

Beginners often encounter many questions when creating a Google Display ad or multiple ads for a campaign. Google Ads regularly optimizes itself to provide individuals with a smooth experience in running their ads. However, challenges still arise from time to time.

Media Beats GmbH, as an SEA agency, is happy to take on these tasks for you. This way, you save a lot of time and potentially personnel costs in your own company. However, if you want to run a Google Display campaign on your own, you will now learn how this can be done in 10 easy steps and what you should consider.

A successful Google Display campaign requires thorough planning and execution, as well as an understanding of the target audience and their interests. Precise targeting and optimal placement of ads are crucial for the success of a campaign. When creating a campaign, it is advisable to consult an experienced SEA specialist or to thoroughly familiarize yourself with the topic. This ensures that your campaign achieves the desired results and that your investments are used wisely.

1. Choose and name the type of campaign

If you don't already have a Google Ads account, the first step is to register. Once you've done this, create a new campaign and choose the appropriate campaign type for your ads. You can choose between Search Network ads, Display Network ads, a combination of both, as well as Video and Shopping ads. In this guide, we will focus on creating Google Display Ads in the Display Network. Select this option and name the entire campaign.

2. Define marketing goals

In the next step, select a marketing goal. This can be particularly helpful for beginners to set automatic presets for the campaign. Marketing goals could include increasing brand awareness, improving engagement with your ad or landing page, or specific actions like purchases, newsletter sign-ups, or app downloads. If you don't have or wish to select a marketing goal, you should enable all settings and features for your campaign to have the best possible influence on the publication.

3. Choose locations for your campaign

Next, choose the locations where your Google Ads campaign will be displayed. This depends on your target audience as well as the size and reach of your business. If your offer has global interest, the ads can be shown internationally. For a local start-up, it is advisable to run ads in the nearby area or nationwide within Germany. Be sure to select the appropriate language for your ad; globally operating companies should use English as the ad language. This setting applies to the entire campaign and should be well considered to avoid unnecessary expenses.

4. Set bidding strategy and budget

In the next step, set the billing method and your budget, which you are willing to spend. Initially, don't overestimate your budget and only enter the amount you are actually willing to spend per day. A minimum bid is recommended to remain competitive in the auction for the most coveted ad spaces. The average bid depends on the competition and the frequency of your keywords. For companies in a niche market, there is a good chance of obtaining ad spaces at lower click prices.

5. Define ad groups & set bids

Ad groups are especially useful for companies with a broad range of offerings that vary thematically and in terms of interest. You can set a unique CPC bid for each ad group and allocate more money for particularly popular products. Select "manual CPC" to independently set a bid per click. Adjust the bid according to the relevance of the ad group, so it can be higher or lower.

6. Enter keywords

Now, define the ad groups and keywords. Consider which keywords might appear on publisher sites and simultaneously match the ad group, the campaign, your company, and your target audience. The more specific your keywords are, the more likely relevant publisher websites will be suggested. Word combinations like "blue jacket print" or "vacation rental Ibiza" are also useful. Google Ads recognizes similar keywords and will display your ads accordingly.

7. Choose websites for placements

Choose the websites where your ads will be displayed. Depending on the targeting option, you will be suggested websites that are either based on the interests of your target audience, the topics of the publisher's website, or the demographic information of potential users. With the Placements option, you select all publisher websites yourself. This involves more work but allows for precise control over ad placement.

8. Design: Set up image and text

Next, choose between creating a text or image ad, enter headlines and text, upload ad images and logos, and customize them. Google Ads assists you with previews of various sample images to help optimize your ad design and provides inspiration. Here, you also specify the link to your landing page, where users will be directed after clicking on the ad.

9. Choose ad sizes/formats

The selection of ad size also influences the success of your campaign. Choose a different format for ads with a lot of text and little image than for those with a single image without text. Take advantage of the previously explained benefits of various ad sizes. Select multiple formats per ad group to create diverse ads. Use the Google Ads preview option to see which size and arrangement look appealing.

10. Run and optimize Google Display ads

After completing the design of your Google Display ad, set the campaign online. If the desired results are not achieved, you can optimize your Google Display ads at any time. Common issues include incorrect audience targeting, selection of inappropriate publisher websites, or poor design.


Creating a successful Google Display campaign requires careful planning and targeted optimization to achieve your marketing goals. With the right steps and continuous adjustments, you can effectively place your ads and achieve maximum results.

If your Google Display ad is less successful than hoped, Media Beats GmbH is happy to assist you with optimizing your campaign.