How do Google Display ads drive results?

The mechanics

• Reach: the Display Network covers websites, apps and Google-owned properties, so you reach people beyond Google Search.
• Optimised targeting: the default. It uses signals such as keywords on your landing page to find new audiences likely to convert. You can switch to other targeting.
• Smart Bidding: optimises for conversions or conversion value in each auction. With Target CPA you can choose to pay for conversions instead of clicks.
• Responsive display ads: you upload images, headlines, logos, videos and descriptions, and Google builds the combination and size that fits each ad space.

What to expect

Google says Display campaigns optimise within days. Reporting shows which headlines, images and logos perform, so you learn which creative to keep.

In practice

If your goal is app installs, use an App campaign rather than a Display campaign. App campaigns also serve on the Google Display Network and other apps, but optimise directly for installs and in-app actions. Display campaigns suit web journeys and retargeting people who visited your site.

See how we run Google for apps on our Google Ads agency page.