Top Google Display Network betas to trial in 2018

With Q1 nearly at an end, we take a look at some of the top Google Display Network betas you should consider testing on your accounts this year.

If you haven’t had a chance to look into the latest betas yet, now’s your chance! Consider testing a couple on your accounts, and see for yourself how they can enhance performance.

Advanced advertiser controls for responsive ads

This beta allows advertisers to have more control over their ad rendering experience by allowing them to control the colour, as well as the format of their responsive ads.

Key features

  • Colour control: Allows advertisers to set the main and accent colours for creative  image format
  • Format control: Allows advertisers to choose to run in native-only and designate native creatives, as well as choose to run in Image & Text only


  • To utilise this beta, the advertiser will need to have native ad specific campaigns

Pay per conversions

  • Allows advertisers to achieve their ROI target by enabling them to set up a specific CPA and only pay this set amount when AdWords drives a conversion.
  • AdWords will optimise the advertiser’s budget to maximise performance and conversions

Key features

  • Pay only for conversions, not clicks: Advertisers will never pay more than their set CPA amount as AdWords will use Target CPA bidding, but instead of charging per click only the set CPA amount will be charged when a conversion occurs
  • Advertisers can utilise the most powerful tool – smart bidding – risk-free on their Google Display Network


  • Any advertiser that uses the Google Display Network

Bidding to view through conversions

This Beta allows advertisers to bid towards view based conversions and incorporate this into their existing automated bidding

Key features

  • Besides being able to add view based conversions to their existing automated bidding strategies, this will also allow advertisers to set a specific weight and conversions window
  • Will allow advertisers to value display beyond click-based conversions


  • Any advertiser that uses the Google Display Network

Test, test, test

With the above in mind, there is no time like the present to test some of the amazing betas that were launched in 2017, and see how they can maximise your Google Display Network performance in 2018. Don’t be shy, share the results so that others can learn from your experience.

And of course, stay tuned for upcoming new features in 2018 that will undoubtedly help us maximise our GDN activity even further!

Happy testing everyone!

Marketing Land – Responsive ads for the Google display network

by Juliana Faustino
22 March 2018



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