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Google Display Network: A Beginner’s Guide to Display Advertising

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Google Display Network: A Beginner’s Guide to Display Advertising

Blog / Google Display Network: A Beginner’s Guide to Display Advertising

Google Display Network: A Beginner’s Guide to Display Advertising

The Google Display Network is a platform where you can showcase your ads on various digital properties such as:

  • Websites
  • Apps
  • YouTube
  • G-mail

It has a diverse selection of ad formats, including:

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  • Text Image
  • Video

It lets you target your audience according to demographics, interests and browsing behaviour. This makes it a potent tool for increasing brand visibility, generating traffic and boosting sales.

What is the Importance of Google Display Network?

The GDN is significant because it enables you to access a vast pool of potential clients across various contexts. By presenting you Google ads on relevant digital properties, you can engage users who are already interested in content related to your business or industry, which can increase the chances of them being drawn to your products or services.

Moreover, the GDN provides a range of targeting options that can help you optimise your campaigns’ efficacy by making sure that your ads are shown to the right people at the right time. Overall, the GDN is an indispensable component of a successful digital marketing strategy that can help you connect with new customers and grow your business.

Benefits of Google Display Network

The Google Display Network is an extensive network that includes over 2 million websites, apps and videos where Google ads can be displayed. With such a wide range of platforms, the GDN has a global reach and can target more than 90% of internet users worldwide.

Using display ads, you can do the following:

  • Promote your business
  • Reach potential customers
  • Showcase your ads in a variety of formats
  • Target specific audiences based on demographics and interests
  • Get more website traffic online

Process of Google Display Network

The Google Display Network (GDN) operates by displaying your online ads that are relevant to your business and to users who meet the criteria that you specify.

To dive into more detail, the GDN allows you to target your audience based on their interests. This means that you can display your ads to people who have shown an interest in your products or services or those who have engaged in activities that are related to your business.

There are three main interest-targeting categories that you can choose from on the GDN.

  • Affinity targeting enables you to display your ads to people who have a general interest in topics related to your business.
  • Custom targeting allows you to reach specific audiences that you have identified based on factors such as demographics or browsing behaviour.
  • In-market targeting allows you to target users who are actively searching for products or services like what you offer.

By utilising the GDN’s targeting options, you can ensure that your ads are displayed to the right people at the right time, increasing the chances of engagement and conversions.

Learn More: Conversion Rate optimization strategy

How to Target Audience Based on Demographics?

Demographic targeting is a way to focus your Google display ads efforts on potential customers who meet specific criteria such as:

  • Age
  • Gender
  • Parental status
  • Household income

By using this targeting option, you can tailor your ads to reach audiences that are most likely to be interested in your products or services.

What To Do?

It is important to keep in mind that the more specific your targeting, the fewer people will see your ads. Therefore, it’s recommended to test several targeting combinations to determine which ones yield the most conversions.

By experimenting with various targeting options, you can optimise your ad campaigns and increase your chances of reaching your desired audience effectively.

Google Display Network vs Google Ads: Key Differences

When it comes to advertising on Google, there are two main options available: the Google Display Network (GDN) and Google Ads. While they are both advertising platforms offered by Google, they differ in several ways.

  • The Google Display Network is a collection of over two million websites, apps and videos where Google ads can be displayed. Advertisers can use a variety of ad formats to reach their target audience on these platforms. The GDN provides advanced targeting options to brands.
  • On the other hand, Google Ads is an advertising platform that allows businesses to place ads on Google’s search engine results pages (SERPs). This means that when someone searches for a keyword that is relevant to your business, your ad can appear at the top of the search results page. Google Ads allows businesses to use various formats to reach their target audience and provides advanced targeting options as well.

In conclusion: One of the key differences between the two platforms is their advertising goals. The Google Display Network is best suited for businesses looking to increase their brand awareness, as it offers a wide range of ad formats and the ability to reach a large audience. Google Ads, on the other hand, is better suited for businesses looking to drive immediate conversions, such as sales or sign-ups.

Overall, both the Google Display Network and Google Ads are powerful advertising platforms that can help businesses reach their target audience effectively.

Choosing the right platform for your business depends on:

  • Advertising Goals
  • Budget
  • Target audience

How Much Responsive Display Ads Will Cost You?

When it comes to using the Google Display Network (GDN), the cost will ultimately depend on your budget and how much you’re willing to spend. However, the average cost per click on the GDN is usually less than $1.

Similar to the Google Search Network, the GDN operates on a live auction system, and you will be charged every time someone clicks on your ads.

Key advantages of using the GDN are:

  • Less competition for keyword bids
  • Helps get more impressions

So, if you’re looking to raise awareness of your brand and reach a large audience, the Google Display Network can be a cost-effective option for your advertising budget.

Step-by-Step Process of Creating Google Display Ads

If you’re looking to run your ads on the Google Display Network, you can create a display campaign through your Google Ads account.

Here’s a step-by-step guide:

  • In your Google Ads account, select “Campaigns” from the left-hand menu and click the plus button to create a new campaign.
  • Next, choose your campaign goal. If you don’t have a specific goal in mind, you can select “Create a campaign without a goal’s guidance.”
  • Choose “Display” as the campaign type.
  • Enter your website URL, give your campaign a name, and click “Continue.”
  • Set your targeting options, including location, language, and audience parameters.
  • Choose your budget and bidding strategy.
  • Create your ad copy and upload any necessary visuals.
  • Review your campaign settings and publish your ads.

Keep in mind that creating effective display ads requires attention to detail and a strong understanding of your target audience. You may need to experiment with different ad formats, targeting options and messaging to find what works best for your business.

Want to Optimize your Display Ads? Learn How

Here are some guidelines to optimize your ads for the Google Display Network:

  • Images are critical for display ads. Ensure that your images are properly sized by following Google’s recommended image size guidelines for square, landscape and portrait images. You can upload up to 15 images or choose from Google’s free stock image library.
  • Ensure high-quality images, avoid blurry or overly filtered images, logos with colourful backgrounds, and text or graphics overlays. Instead, use single images that focus on your product or service and natural lighting and shadows.
  • Use clear and simple language to describe your product or service in short and long headlines and up to five descriptions. Avoid generic messaging, all caps and clickbait. Make your headlines unique, and compelling, and under 30 characters for short headlines and 90 characters for long headlines and descriptions.

By following these best practices, you can create responsive display ads that reach users and drive performance.

What Do You Need to Know About Google Search Network?

The Google Search Network refers to a collection of search-related applications and websites where your advertisements can be displayed. Google Search, Google Maps, Google Images and Google Shopping are among the Google-owned sites included in this network.

When you advertise on the Google Search Network, your ads are triggered by relevant search queries entered by users. This implies that when someone searches for keywords related to your product or service, your ads can appear at the top of the search results, driving traffic to your website and increasing conversions.

Learn More: Comprehensive Guide on CRO

Stay Ahead of Your Competitors with Google Display Network

To get ahead of your competition on the Google Display Network, simply understanding how it works isn’t enough. You need to take a deeper dive into your competitors’ ad campaigns, including:

  • Ad Content
  • Spending Habits
  • Display Network Strategies

By doing so, you can learn from their successes and build on them. To help you with this, use tools that offer features such as detailed analysis of your competitors’ digital campaigns, insight into their ad spending and strategies, comparisons with your campaigns and access to data from a vast database of advertisers.

Learn More: Why Use AdWords – Top 10 Reasons


The Google Display Network offers an excellent opportunity for businesses to expand their reach and attain their marketing objectives. Advertisers can optimize their ads for maximum performance by adhering to best practices, such as:

  • Using high-quality images
  • Using precise clear text
  • Avoiding clickbait
  • Monitoring competitors’ ad campaigns
  • Learning from competitor’s strategies

By combining a thorough understanding of the GDN with a strategic approach to ad creation and analysis, you can master the art of outperforming your competitors and implementing advertising campaigns successfully.

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