google-ads-display-campaign-optimizer

Display Campaign Optimizer

Complete guide for Google Display Network (GDN) campaigns - from Responsive Display Ads to placement targeting and viewability optimization.

See decision-trees.md for details.

Display Network Overview

What is the Google Display Network?

GOOGLE DISPLAY NETWORK (GDN)
════════════════════════════

REACH:
──────
├── 35+ million websites and apps
├── 90%+ of internet users worldwide
├── YouTube, Gmail, Google Finance, etc.
└── Mobile apps via AdMob

INVENTORY TYPES:
────────────────
┌──────────────────────────────────────────────────────────────┐
│ GOOGLE OWNED PROPERTIES                                       │
│ ├── YouTube (non-video placements)                            │
│ ├── Gmail (Promotions tab)                                    │
│ ├── Google Finance                                            │
│ └── Blogger                                                   │
├──────────────────────────────────────────────────────────────┤
│ PARTNER WEBSITES                                              │
│ ├── News sites (CNN.com, BBC.com, etc.)                       │
│ ├── Blogs and content sites                                   │
│ ├── Forums and communities                                    │
│ └── Niche websites                                            │
├──────────────────────────────────────────────────────────────┤
│ MOBILE APPS                                                   │
│ ├── Gaming apps                                               │
│ ├── Utility apps                                              │
│ └── Social/Entertainment apps                                 │
└──────────────────────────────────────────────────────────────┘

DISPLAY VS SEARCH:
──────────────────
┌─────────────┬─────────────────────┬─────────────────────┐
│ Aspect      │ Search              │ Display             │
├─────────────┼─────────────────────┼─────────────────────┤
│ User Intent │ Actively searching  │ Passively browsing  │
│ Format      │ Text-based          │ Visual (image/video)│
│ Targeting   │ Keywords            │ Audiences/Context   │
│ Funnel      │ Bottom (high intent)│ Top/Mid (awareness) │
│ CTR         │ 2-10%               │ 0.1-1%              │
│ CPC         │ Higher              │ Lower               │
│ Volume      │ Limited by searches │ Much higher         │
└─────────────┴─────────────────────┴─────────────────────┘

Responsive Display Ads (RDA)

RDA Asset Requirements

RESPONSIVE DISPLAY AD SPECIFICATIONS
════════════════════════════════════

IMAGES (Required):
───────────────────
┌───────────────┬────────────┬───────────────┬─────────────────┐
│ Type          │ Ratio      │ Minimum Size  │ Recommended     │
├───────────────┼────────────┼───────────────┼─────────────────┤
│ Landscape     │ 1.91:1     │ 600x314       │ 1200x628        │
│ Square        │ 1:1        │ 300x300       │ 1200x1200       │
└───────────────┴────────────┴───────────────┴─────────────────┘

QUANTITIES:
├── Landscape: 1-5 images (upload 5 for best performance)
├── Square: 1-5 images (upload 5 for best performance)
├── Maximum file size: 5MB
└── Formats: JPG, PNG, GIF (static)

LOGO (Required):
─────────────────
├── Square logo: 1:1 ratio (min 128x128, recommended 1200x1200)
├── Landscape logo: 4:1 ratio (min 512x128, recommended 1200x300)
├── Transparent background recommended
└── Maximum file size: 5MB

HEADLINES:
──────────
├── Short Headlines: 1-5 (max 30 characters each)
├── Long Headline: 1 (max 90 characters)
└── Mix of USPs, CTAs, and benefits

DESCRIPTIONS:
─────────────
├── Quantity: 1-5 descriptions
├── Length: Max 90 characters each
└── Vary with features, benefits, social proof

BUSINESS NAME:
──────────────
├── Max 25 characters
├── Official brand name
└── No promotions

OPTIONAL:
─────────
├── Video: Up to 5 videos (YouTube links)
├── Call to Action: Select from preset options
└── Custom colors: Match brand colors

RDA Example Combinations

HOW RDAs ARE ASSEMBLED
══════════════════════

Google automatically combines your assets into different formats:

NATIVE AD (In-feed):
┌─────────────────────────────────────────────────────────┐
│  ┌─────────┐  Short Headline                           │
│  │  LOGO   │  Description text here...                 │
│  └─────────┘                        [Shop Now]         │
└─────────────────────────────────────────────────────────┘

BANNER AD (Leaderboard 728x90):
┌─────────────────────────────────────────────────────────┐
│  ┌─────────────┐  Headline Text    ┌──────────────┐    │
│  │   IMAGE     │  Description...   │  [CTA BUTTON]│    │
│  └─────────────┘                   └──────────────┘    │
└─────────────────────────────────────────────────────────┘

LARGE RECTANGLE (336x280):
┌──────────────────────────────┐
│  ┌────────────────────────┐  │
│  │                        │  │
│  │        IMAGE           │  │
│  │                        │  │
│  └────────────────────────┘  │
│  Long Headline Here          │
│  Description text...         │
│  ┌────────────────┐          │
│  │   SHOP NOW     │   LOGO   │
│  └────────────────┘          │
└──────────────────────────────┘

INTERSTITIAL (Mobile):
┌────────────────────┐
│         x          │
│  ┌──────────────┐  │
│  │              │  │
│  │    IMAGE     │  │
│  │              │  │
│  └──────────────┘  │
│  Headline          │
│  Description       │
│  ┌──────────────┐  │
│  │  [ACTION]    │  │
│  └──────────────┘  │
└────────────────────┘

Uploaded Image Ads

Banner Formats

GOOGLE DISPLAY BANNER SIZES
═══════════════════════════

TOP PERFORMING SIZES (focus on these):
────────────────────────────────────
┌─────────────────────┬────────────────┬────────────────────┐
│ Size                │ Name           │ Typical Placement  │
├─────────────────────┼────────────────┼────────────────────┤
│ 300x250             │ Medium Rect    │ In-content, sidebar│
│ 336x280             │ Large Rect     │ In-content         │
│ 728x90              │ Leaderboard    │ Header, footer     │
│ 300x600             │ Half Page      │ Sidebar            │
│ 320x50              │ Mobile Banner  │ Mobile header      │
│ 320x100             │ Large Mobile   │ Mobile             │
└─────────────────────┴────────────────┴────────────────────┘

FULL LIST (for maximum reach):
──────────────────────────────
Desktop:
├── 300x250 (Medium Rectangle) *
├── 336x280 (Large Rectangle) *
├── 728x90 (Leaderboard) *
├── 300x600 (Half Page) *
├── 160x600 (Wide Skyscraper)
├── 970x90 (Large Leaderboard)
├── 970x250 (Billboard)
├── 468x60 (Banner)
└── 250x250 (Square)

Mobile:
├── 320x50 (Mobile Leaderboard) *
├── 320x100 (Large Mobile Banner) *
├── 300x250 (Medium Rectangle)
└── 336x280 (Large Rectangle)

RECOMMENDATION:
────────────────
Minimum upload: 300x250, 728x90, 320x50, 300x600
Optimal: All sizes marked with *
Maximum reach: All sizes

Banner Design Best Practices

DISPLAY BANNER DESIGN GUIDELINES
════════════════════════════════

VISUAL HIERARCHY:
─────────────────
1. Attention grabber (image/product)
2. Headline (large, readable)
3. USP/Offer (core message)
4. CTA button (contrasting color)
5. Logo (recognition)

┌─────────────────────────────────────┐
│  1. ATTENTION                       │
│  ┌─────────────────────────────┐    │
│  │     PRODUCT / IMAGE         │    │
│  └─────────────────────────────┘    │
│                                     │
│  2. HEADLINE (short & powerful)     │
│                                     │
│  3. USP: Free Shipping!            │
│                                     │
│  4. ┌────────────────┐   5. [LOGO]  │
│     │  SHOP NOW  >   │              │
│     └────────────────┘              │
└─────────────────────────────────────┘

DO's:
─────
+ Clear call-to-action
+ Contrasting colors
+ Readable text (min 10pt at small size)
+ Animation max 30 seconds (GIF)
+ Brand consistent
+ Mobile-first design

DON'Ts:
───────
- Too much text
- Flashing or distracting animations
- Misleading elements (fake buttons)
- Low quality images
- Too small text
- No CTA button

FILE SPECS:
───────────
├── Formats: GIF, JPG, PNG, HTML5
├── Max file size: 150KB
├── HTML5: Max 1MB with assets
├── Animation: Max 30 sec, then freeze
└── Audio: Not allowed

Targeting Strategies

Audience Targeting

DISPLAY AUDIENCE TARGETING
══════════════════════════

LAYER 1: YOUR DATA (First-Party)
────────────────────────────────
Highest value, lowest volume

□ Website Remarketing
├── All Visitors: 30, 60, 90, 180 days
├── Category Viewers: Visitors to specific pages
├── Product Viewers: Dynamic remarketing
├── Cart Abandoners: Highest intent
└── Converters: Cross-sell / upsell

□ Customer Match
├── Upload email lists
├── Phone numbers
├── Lifetime value segments
└── Exclude existing customers (prospecting)

□ YouTube Viewers
├── Video viewers
├── Channel subscribers
└── Video engagers (likes, comments)

LAYER 2: OPTIMIZED TARGETING
─────────────────────────────
Expands beyond selected audiences using Google AI

□ Based on Converters list
├── Add converter list as targeting signal
├── Optimized Targeting finds similar users automatically
└── High conversion potential

□ Based on Cart Abandoners
├── High purchase intent signals
├── Google expands to users with similar patterns
└── Monitor via "Targeting expansion" report

LAYER 3: IN-MARKET AUDIENCES
────────────────────────────
Active purchase intent

□ In-Market Categories
├── Select relevant categories
├── Google's intent signals
├── Active in last 7-14 days
└── Example: "Laptops", "Running Shoes"

LAYER 4: AFFINITY AUDIENCES
───────────────────────────
Lifestyle and interests

□ Affinity Categories
├── Broader targeting
├── Long-term interests
├── Good for awareness
└── Example: "Tech Enthusiasts", "Fashionistas"

LAYER 5: CUSTOM AUDIENCES
─────────────────────────
Self-defined

□ Custom Intent
├── Keyword-based: People searching for [X]
├── URL-based: Visitors to competitor sites
└── App-based: Users of specific apps

□ Custom Affinity
├── Broader interest targeting
├── Combine keywords + URLs + apps
└── Provide audience description

Content Targeting

DISPLAY CONTENT TARGETING
═════════════════════════

TOPICS TARGETING:
─────────────────
□ Advertise on sites about specific topics
├── Broad categories: /Autos & Vehicles
├── Subcategories: /Autos/Classic Vehicles
├── Good for: Contextual relevance
└── Risk: Limited reach, less precise

PLACEMENT TARGETING:
────────────────────
□ Specific websites or apps
├── URL-level: www.example.com
├── Section-level: www.example.com/tech
├── App targeting: Specific apps
├── YouTube channels/videos
└── Good for: Premium placements, brand safety

KEYWORDS (Contextual):
──────────────────────
□ Pages containing specific keywords
├── Display keywords (not Search keywords)
├── Content matching
├── Good for: Thematic targeting
└── Combine with audience for better results

TARGETING COMBINATIONS:
──────────────────────
┌─────────────────────────────────────────────────────────┐
│ TARGETING APPROACH                  │ RESULT             │
├─────────────────────────────────────┼────────────────────┤
│ Audience ONLY                       │ Broad, any site    │
│ Placement ONLY                      │ Limited, premium   │
│ Audience + Placement                │ Sweet spot         │
│ Audience + Topics                   │ Contextual         │
│ Keywords + Audience                 │ Very specific      │
└─────────────────────────────────────┴────────────────────┘

RECOMMENDATION:
────────────────
Remarketing: Audience only (follow users everywhere)
Prospecting: Audience + Topics/Keywords
Premium: Placement targeting + Audience

See detailed-reference.md for details.

MCP Tool Integration

STEP 1: Display campaign performance overview
google_ads_run_gaql(query="
  SELECT
    campaign.name,
    campaign.status,
    campaign.bidding_strategy_type,
    metrics.impressions,
    metrics.clicks,
    metrics.ctr,
    metrics.average_cpc,
    metrics.cost_micros,
    metrics.conversions,
    metrics.cost_per_conversion,
    metrics.active_view_viewability
  FROM campaign
  WHERE campaign.advertising_channel_type = 'DISPLAY'
    AND campaign.status = 'ENABLED'
    AND segments.date DURING LAST_30_DAYS
  ORDER BY metrics.cost_micros DESC
")

STEP 2: Placement performance (find non-converting placements)
google_ads_run_gaql(query="
  SELECT
    campaign.name,
    detail_placement_view.display_name,
    detail_placement_view.placement,
    detail_placement_view.placement_type,
    metrics.impressions,
    metrics.clicks,
    metrics.cost_micros,
    metrics.conversions
  FROM detail_placement_view
  WHERE campaign.advertising_channel_type = 'DISPLAY'
    AND segments.date DURING LAST_30_DAYS
    AND metrics.impressions > 500
  ORDER BY metrics.cost_micros DESC
  LIMIT 100
")

STEP 3: Audience segment performance
google_ads_run_gaql(query="
  SELECT
    campaign.name,
    ad_group.name,
    ad_group_criterion.type,
    ad_group_criterion.status,
    metrics.impressions,
    metrics.clicks,
    metrics.conversions,
    metrics.cost_micros,
    metrics.cost_per_conversion
  FROM ad_group_criterion
  WHERE campaign.advertising_channel_type = 'DISPLAY'
    AND ad_group_criterion.status = 'ENABLED'
    AND segments.date DURING LAST_30_DAYS
  ORDER BY metrics.cost_micros DESC
  LIMIT 100
")

STEP 4: RDA asset performance
google_ads_run_gaql(query="
  SELECT
    campaign.name,
    ad_group.name,
    ad_group_ad.ad.name,
    ad_group_ad.status,
    metrics.impressions,
    metrics.clicks,
    metrics.conversions,
    metrics.cost_micros
  FROM ad_group_ad
  WHERE campaign.advertising_channel_type = 'DISPLAY'
    AND ad_group_ad.ad.type = 'RESPONSIVE_DISPLAY_AD'
    AND ad_group_ad.status = 'ENABLED'
    AND segments.date DURING LAST_30_DAYS
  ORDER BY metrics.cost_micros DESC
")

Bidding & Budget

Bid Strategies

DISPLAY BIDDING STRATEGIES
══════════════════════════

┌────────────────────────┬─────────────────────┬─────────────────────┐
│ Strategy               │ Best for            │ Requirements        │
├────────────────────────┼─────────────────────┼─────────────────────┤
│ Manual CPC             │ Full control        │ Time to optimize    │
│ Enhanced CPC           │ Assisted bidding    │ Conversion tracking │
│ Maximize Clicks        │ Traffic focus       │ None                │
│ Maximize Conversions   │ Lead gen/sales      │ Conv tracking       │
│ Target CPA             │ Efficiency focus    │ 15+ conv/month      │
│ Target ROAS            │ E-commerce value    │ Conv value tracking │
│ Viewable CPM (vCPM)    │ Brand awareness     │ None                │
└────────────────────────┴─────────────────────┴─────────────────────┘

STRATEGY SELECTION:
───────────────────

REMARKETING CAMPAIGNS:
├── Start: Maximize Conversions
├── After 15+ conv: Target CPA (20% above average)
└── Optimize: Lower CPA target by 10-15%

PROSPECTING CAMPAIGNS:
├── Awareness: vCPM (viewable impressions)
├── Traffic: Maximize Clicks
└── Conversions: Target CPA (higher target than remarketing)

BID ADJUSTMENTS:
────────────────
Device:
├── Mobile: -20% to +20% depending on performance
├── Tablet: Often -10% to -30%
└── Desktop: Baseline

Demographics:
├── Age: Adjust per segment
├── Gender: Adjust per segment
└── Household Income: Especially relevant for B2B

Schedule:
├── Peak hours: +10-20%
└── Night: -20-50% or exclude

Budget Allocation

DISPLAY BUDGET GUIDELINES
══════════════════════════

MINIMUM BUDGETS:
──────────────────
├── Remarketing: $20/day minimum
├── Prospecting: $30/day minimum
├── Both: $50/day total recommended
└── Scaling: Max 20% increase per week

BUDGET DISTRIBUTION:
─────────────────
Total Display Budget: 100%

Remarketing Focus:
├── Remarketing: 60-70%
├── Prospecting: 30-40%
└── Reason: Higher ROI on remarketing

Awareness Focus:
├── Remarketing: 30-40%
├── Prospecting: 60-70%
└── Reason: Volume and reach priority

DISPLAY VS OTHER CHANNELS:
──────────────────────────
Total Digital Budget: 100%
├── Search: 50-60%
├── Display: 15-25%
├── Social: 15-25%
└── Video: 5-15%

REMARKETING BUDGET LOGIC:
─────────────────────────
Website Traffic/month x Conv Rate x Target CPA = Max Budget

Example:
100,000 visitors x 2% remarketing eligible x $50 tCPA
= 2,000 x $50 = $100,000 potential / month
Realistic spend: $20,000-30,000/month

Brand Safety & Viewability

Content Exclusions

BRAND SAFETY SETUP
══════════════════

CONTENT EXCLUSIONS (Campaign Level):
────────────────────────────────────
Settings → Additional Settings → Content Exclusions

□ Digital Content Labels:
├── DL-G: General audiences (safest)
├── DL-PG: Most audiences
├── DL-T: Teen and older
├── DL-MA: Mature audiences
└── Not yet labeled

□ Sensitive Content Categories:
├── Tragedy and conflict
├── Sensitive social issues
├── Sexually suggestive content
├── Profanity and rough language
└── Shocking content

RECOMMENDED EXCLUSIONS:
──────────────────────
Conservative brands:
├── Exclude: DL-T, DL-MA, Not labeled
├── Exclude: All sensitive categories
└── Placement review: Weekly

Moderate brands:
├── Exclude: DL-MA, Not labeled
├── Exclude: Tragedy, Sexually suggestive, Shocking
└── Placement review: Monthly

PLACEMENT TYPE EXCLUSIONS:
──────────────────────────
□ Inventory types:
├── Standard inventory (default)
├── Expanded inventory (more volume, less control)
└── Limited inventory (premium only, less volume)

□ Content types:
├── Embedded videos
├── Live streaming videos
├── Games
└── In-apps (selective)

Viewability Optimization

VIEWABILITY METRICS
═══════════════════

WHAT IS VIEWABILITY?
───────────────────
An ad is "viewable" if:
├── Display: 50%+ pixels visible for 1+ second
└── Video: 50%+ pixels visible for 2+ seconds

INDUSTRY BENCHMARKS:
────────────────────
├── Average viewability: 50-60%
├── Good viewability: 60-70%
├── Excellent viewability: 70%+
└── Premium inventory: 80%+

IMPROVING VIEWABILITY:
───────────────────────

1. BID STRATEGY
   └── Use vCPM (viewable CPM) for awareness

2. PLACEMENT SELECTION
   ├── Above the fold placements
   ├── Premium publishers
   └── Exclude low viewability sites

3. AD SIZE SELECTION
   ├── 300x250: High viewability (in-content)
   ├── 728x90: Medium (header, can be below fold)
   ├── 300x600: High viewability (sticky sidebar)
   └── 320x50: Variable (mobile header)

4. EXCLUSIONS
   ├── Exclude sites with <40% viewability
   ├── Exclude embedded placements
   └── Exclude below-the-fold only inventory

SETTING UP VIEWABILITY REPORTS:
────────────────────────────
Reports → Predefined → Display
├── Add: Active View viewable impressions
├── Add: Active View measurable impressions
├── Add: Active View viewable rate
└── Segment by: Placement

Display Campaign Optimization

Optimization Checklist

DISPLAY OPTIMIZATION WORKFLOW
═════════════════════════════

DAILY:
──────
□ Budget pacing check
□ Large deviations in spend/impressions
□ Disapproved ads check

WEEKLY:
──────
□ Placement performance review
├── Identify high-spend, low-conv placements
├── Add exclusions
└── Find new performing placements

□ Audience performance
├── CTR and Conv Rate per audience
├── Adjust bids per audience
└── Exclude underperformers

□ Asset performance (RDA)
├── Check asset ratings
├── Replace "Low" assets
└── Add new variations

MONTHLY:
────────
□ Creative refresh
├── New images/banners
├── New headlines
└── Seasonal updates

□ Audience expansion/contraction
├── Test new segments
├── Remove non-performers
└── Lookalike audiences

□ Bidding review
├── CPA trends
├── Bid adjustment optimization
└── Strategy changes

QUARTERLY:
──────────
□ Full account audit
□ Strategy review
□ Budget reallocation
□ Plan new tests

Performance Benchmarks

DISPLAY BENCHMARKS
══════════════════

REMARKETING:
────────────
├── CTR: 0.3-0.8%
├── CPC: $0.30-0.80
├── Conv Rate: 1.5-4%
├── CPA: 20-40% lower than prospecting
└── ROAS: Typically highest of display

PROSPECTING:
────────────
├── CTR: 0.05-0.2%
├── CPC: $0.15-0.50
├── Conv Rate: 0.2-1%
├── CPA: Higher than remarketing
└── Focus: Volume and awareness

BY INDUSTRY:
──────────────
┌───────────────┬───────────┬───────────┬────────────┐
│ Industry      │ CTR       │ CPC       │ Conv Rate  │
├───────────────┼───────────┼───────────┼────────────┤
│ E-commerce    │ 0.15%     │ $0.35     │ 0.8%       │
│ B2B           │ 0.08%     │ $0.80     │ 0.5%       │
│ Finance       │ 0.10%     │ $0.90     │ 0.6%       │
│ Travel        │ 0.12%     │ $0.40     │ 0.4%       │
│ Retail        │ 0.20%     │ $0.30     │ 1.0%       │
└───────────────┴───────────┴───────────┴────────────┘

Output: Display Campaign Template

# Display Campaign Plan

## Campaign Overview
- **Advertiser:** [Name]
- **Type:** [Remarketing / Prospecting / Both]
- **Budget:** $[X]/day
- **Duration:** [Start] - [End]

## Campaign Structure
| Campaign | Type | Audience | Budget/day | Bid Strategy |
|----------|------|----------|------------|--------------|
| [Name] | Remarketing | Website visitors | $[X] | tCPA |
| [Name] | Prospecting | In-Market + Custom | $[X] | Max Conv |

## Audience Strategy
### Remarketing
- [ ] All visitors (30d, 60d, 90d)
- [ ] Product viewers
- [ ] Cart abandoners
- [ ] Past purchasers (exclude/cross-sell)

### Prospecting
- [ ] In-Market: [Categories]
- [ ] Custom Audiences: [Keywords/URLs]
- [ ] Optimized Targeting: [Enabled/Disabled, seed audiences]

## Creative Assets
### Responsive Display Ads
| Asset Type | Quantity | Status |
|------------|----------|--------|
| Landscape Images (1.91:1) | x5 | |
| Square Images (1:1) | x5 | |
| Square Logo | x1 | |
| Headlines (30 char) | x5 | |
| Long Headline (90 char) | x1 | |
| Descriptions (90 char) | x5 | |

### Uploaded Banners (Optional)
| Size | Format | Status |
|------|--------|--------|
| 300x250 | JPG/PNG | |
| 728x90 | JPG/PNG | |
| 320x50 | JPG/PNG | |
| 300x600 | JPG/PNG | |

## Brand Safety
- [ ] Content exclusions configured
- [ ] Sensitive categories excluded
- [ ] Placement exclusion list uploaded
- [ ] Mobile app categories reviewed

## Success Metrics
| Metric | Remarketing Target | Prospecting Target |
|--------|-------------------|-------------------|
| CTR | >0.4% | >0.1% |
| CPC | <$0.50 | <$0.40 |
| Conv Rate | >2% | >0.5% |
| CPA | $[X] | $[X] |

## Optimization Schedule
- Week 1: Launch, monitor delivery
- Week 2: Placement review, first exclusions
- Week 3-4: Audience optimization
- Monthly: Creative refresh, full review

</output>