Many advertisers know display advertising can be crucial for building brand awareness and long-term ROI. However, they question the effectiveness of display advertising.

With Google Display Network (GDN) reaching 90 percent of all internet users on more than two million websites, it can be a great component of your digital marketing strategy. No luck with GDN? Here are seven strategies worth testing.

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Test a target CPA bid strategy.

By setting a target CPA, Google will show your ads to users more likely to convert. However, you need enough history conversion data to take advantage of this strategy.

Start a shared library for website placement exclusions.

Quality of websites included in the Google Display Network has always been a concern. While you can get extremely targeted and exclude a number of site categories, this doesn’t guarantee that your ads will be placed on the most ideal websites.

If you do a lot of display advertising and are constantly excluding websites from your targeting, try starting a shared library list of these websites. This list can then be applied to other display campaigns.

Remarket your YouTube visitors.

Do you have a significant following or high viewership on YouTube? You can now retarget these visitors with display advertising.

Employ ‘Similar Audiences’ targeting.

Leverage your prospect or current customer lists and website visitors to find similar audiences to target on the Google Display Network. Google has great case studies that show significant conversion lifts when using Similar Audience targeting.

Use Display Select Keyword (DSK) targeting.

Still currently in beta, Display Select Keywords are an additional way to target users on the Google Display Network. Different from regular keyword targeting on GDN, DSK targets users based on search intent and likeliness to convert.

Try responsive ads for display.

Also in beta, responsive ads can convert to all ad sizes and native, text-only and image ads. Advertisers can upload their own image assets and copy and preview how ads will render on the web. These ads will eventually replace GDN text ads.

Add Gmail Sponsored Promotions (GSP).

Gmail Sponsored Promotions (GSP) reach users in their inbox. Target users based on the content in their inbox, as well as the domains they receive emails from.

Learn more about what’s new and next for Google AdWords. Register for our upcoming webinar, where I’ll join Becky Bush, Agency Development Manager at Google, and recap the biggest updates from the Google Performance Summit.