According to Google, Google’s Display Network (GDN) has more than 2 million publisher websites and has reached 90% of Internet users. With that said, it’s no surprise that GDN can be great for brand awareness, but what about driving conversions? How you can increase the conversion on GDN. After doing a lot of research on this and talking with several google folks and experts, I’ve concluded these six tips that will definitely help you to improve conversion and performance of your GDN (Google Display Network) campaign performance.
1. Exclude Mobile and Tablet In-App Traffic
It is most likely happen that people unilkely click on an add running withthin an APP call In App ads and it increases clicks on our ads and we end with low conversion with high CTR, to resovle this I would suggest to Exclude Mobile and Tablet In-App advertising completely, by using the three steps given below:
First, add a – 100% bid adjustment to ‘Mobile devices with full browsers.’ 
Second, in your Site category options, exclude ‘GMob mobile app non-interstitial.’
Third, add a Campaign placement exclusion for ‘adsenseformobileapps.com.’ 
2. Layer on Targeting Options
Using a google contextual targeting is like taking risk as no one knows how Google actually determines what websites might be relevant, so it’s also great to make your targeting more specific with additional targeting options.
Layer on demographic targeting such as age, gender and/or parental status.
If there is an ‘In-Marketing Audience’ category that works well for the industry you’re in, layer that on as well. With the ‘In-Market Audience’ targeting, Google looks at a user’s recent browsing history to determine what they are in the market for.
3. Include Text Ads Also
While users may think that Google Display Network is all about targeting users with compelling imagery and branding, I’ve actually seen great performance with text ads, too (sometimes even better!)
4. Adjust Ad Delivery Settings
Instead of evenly rotating your ads or continuously slowing the ads that receive the most clicks, use the option: ‘Optimize for conversions’ once you have sufficient conversion data.
Also, set ad impression frequency caps. No one wants to see the same ad over and over again while they browse online. Set a frequency cap on your ad impressions so a user doesn’t see your ad continuously throughout the day. Having a cap on impressions should help improve your click through rate (CTR) and help the overall quality of your campaign (I would suggest setting a frequency cap of 3-5 impressions per day).
5. Exclude Unwanted Site-Categories and Placements
Do you want your ads being displayed on error pages on bizarre websites? I didn’t think so. Making sure to exclude all site category options where you wouldn’t want your ads appearing.
While there is no way to determine what websites your ads will be displayed on (unless you are only using Placement targeting), you should be excluding website placements as your campaign runs. Are your ads appearing on irrelevant websites? Are there website placements where your ads are receiving a ton of traffic but no conversions? Exclude these website placements from your campaign.
6. Shorten Membership Duration of Remarketing Lists
Did you extend the membership duration of your remarketing list thinking it would be a good idea to remarket to this audience for a longer period of time? I’ve tried that too and it turns out, it’s not the best strategy. It’s great to remarket to users right away, but after a few weeks if a user hasn’t pulled the trigger and converted, it’s most likely that they never will.
Image and content reference: http://www.acquisio.com/blog/
Try the above recommendation and I hope you will see the improvement in your GDN campaign as well as in conversion and do share your feedback.
Happy Advertising!!!!
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