Setting Goals: A Crucial Step In Planning Display Ad Campaigns

Setting Goals: A Crucial Step In Planning Display Ad Campaigns

Updated on: 20 September 2022

Setting Goals: A Crucial Step In Planning Display Ad Campaigns

Netizens have always been more drawn to visual representations online. More people prefer to look at images when searching for any information on the internet. This is why Display campaigns on Google Display Network are highly effective in helping marketers achieve their digital marketing objectives.

Aside from helping you create more visually engaging ads, Display campaigns also offer the following benefits:

1. Expand your reach in multiple places

Through Display ad campaigns, you’ll be able to reach more people across 35 million apps and websites all over the world — allowing you to expand your reach beyond Google Search. Because the Google Display Network gives you an opportunity to find the right audience with its intelligent targeting options, you’ll be able to engage new customers and reconnect with old customers using audience segments.

2. Easy to use

Display ads use machine learning solutions across formats, bidding, and targeting to reach new audiences. As a result, you are able to deliver the best campaign results.

With Display ads, you’ll also be able to take advantage of optimised targeting, making it easier for you to find the best performing audience segments with potential customers that are most likely to convert. Similarly, you can also leverage smart bidding, which lets you bid using machine learning to optimize conversions in every auction. This saves you a lot of time and allows you to improve your performance.

3. Build campaigns around your goals

Because Display ads offer a visual representation of what you are offering, such campaigns help you increase sales, generate more qualified leads, and create traffic or brand awareness for your business. With its automated targeting feature, using Display ads enable you to increase conversions because you’ll be able to find high-performing audience segments based on your existing customers and landing page. Automatic optimization will also help you figure out which audience segments work best for you to maximise your conversion on Google Ads.

Additionally, Display ads can support your SEO strategy. Marketing experts recommend adopting a diverse marketing strategy using many tactics because SEO best practices keep evolving. Google updates its algorithm from time to time, which means that you might find your search rankings taking a dip now and then. But if you add Google Ads to your marketing mix, you’ll be able to maintain your position for as long as you pay. Aside from that, using both ads and SEO make your brand more visible online. This helps your target audience find your business more efficiently, encouraging them to purchase.

Setting your marketing goals for your Display ad campaigns

Goal setting is a crucial step in everything. Whenever you plan something, it’s important that you know exactly what you want to achieve in the end. Setting your goals gives you a long-term vision of the following steps you need to take to succeed in anything that you want to accomplish. This allows you to organise your time and resources so that you can make the most of them.

When planning your Display ad campaigns, the most crucial step you need to take is to set your marketing goals — be it building brand awareness, brand loyalty, or better brand recall. Having a specific end goal helps you and your team to determine the performance and allow for optimisation. It also guides you in making the right decisions regarding your campaign’s target audience, duration, and images and copies to use, to name a few.

1. Targeting the right audience

Each platform has different targeting options to help you ensure that your Display ads reach your desired audience.

  • Demographic targeting – targets audiences according to age group, religion, gender, socio-economic status, etc.
  • Interest targeting – your ads will display on people’s searches that match your products or services using Google’s user data.
  • Placement targeting – you choose the websites where your ads will be displayed
  • Keyword targeting – Google shows your ads on websites with your target keywords.
  • Topic targeting – you pick websites with a common topic relevant to your campaigns.

2. Making a compelling copy

To make an effective ad, you need to consider a lot of things. For one, you need to determine the tone of the copy. It should match your brand image, target audience, and product or service.

If you want a fun and friendly tone to get more clicks, use language that resonates with your target audience. If you’re targeting the younger demographic, insert a few slang words here and there to catch their attention.

Make it a point to be straightforward and bold in your copies for a more serious tone. Add statistics to make your ads more impressive. On the other hand, add an air of mystery to your copies to make your audience curious about what you’re advertising. To provoke a sense of urgency, use words like “Hurry,” “Buy now!” and the like. Remember that your goals should guide the choice of words and tone. Check out our article on smart copywriting tips for more information!

3. Making your ad visually appealing

Text may effectively convey your message to your audience. However, you need images to catch people’s attention first. Remember that online users are drawn to visuals, so it’s vital that you make your copies as visually engaging as possible.

When designing your copies, make sure the images do not overshadow the text. The text should be readable, clear, and concise. Do away with large chunks of text to avoid putting people off. The overall design must maintain your brand’s image, too. Aside from that, your copies should be designed with your end goal in mind. Moreover, your Display ads must have call-to-action buttons that are easy to spot and relevant to the landing pages they are linked to.


To briefly summarise, setting your digital marketing goal is an essential step that you need to take when planning your Display ads on the Google Display Network. Before going through all the other steps in creating your ads, you must first determine what you want to achieve in the end, as this will guide you in making the right decisions in terms of the audience to target, duration of the campaign, and the overall design of your copies.

If you need assistance with your digital marketing efforts, consider enlisting the services of an excellent digital marketing agency in the Malaysia.