We want more visibility so we start a display campaign. Well-display campaigns can help with creating visibility but you have to really keep an eye on the placements and you need a good audience.
For the placements visit your placement report and exclude bad websites. Before you start your campaign you can already exclude placements. Some companies have lists online with bad placements.
You can also target a few placements only if you want but this will of course limit your reach.
For the audience, it’s key that you know who your audience is. You can already add audiences to your search campaigns as observation and have a look into those results.
You can also create a group that searches for your most converting keywords or who visited competitors for example.
If you want to gain visibility for new customers exclude your existing customers. Do you have a remarketing campaign for a specific group? Also, exclude that group from this display campaign.
My last tip would be to keep an eye on optimized targeting(you are automatically opt-in to it).
