The Google Display Network (GDN) is a group of millions of websites, apps, and videos where Google ads can appear.
You can use a type of Google ads called display ads to serve your ads on the Google Display Network. And reach millions of potential customers.
Why Use the GDN?
Because it places ads on such a wide range of websites and platforms, the GDN can be an effective way to reach broad, diverse audiences.
Nearly every website and blog has content that relates to at least one of your target keywords .
Note: Before you start a GDN campaign, use a digital ad intelligence tool like AdClarity to reveal competitor digital ad activities, ad spend, and key performance metrics.
How Does the Google Display Network Work?
The GDN can serve your online ads on sites, apps, or videos related to your business. And to users who match the specific criteria you define.
Audience Targeting Based on Interests
This category includes 80 different groups based on interests. Such as “running enthusiasts,” “action movie lovers,” or “book lovers.”
There isn’t a limit to the number of affinities you can add. However, the more you add, the more targeted your audience and the smaller your reach (possible impressions).
You can narrow your targeting further by using search terms (called keywords) to create your custom audiences.
For example, if you’re running GDN ads for your triathlon gear store, you can use keywords like “triathlon training,” “beginner triathletes,” or “triathlon events.”
You can even add specific URLs your audience might visit. And target sites where you’d like your ad to appear.
This targeting category lets you find people actively looking at products or services similar to yours.
It’s useful if you’re looking to drive awareness among those “in-market” to buy. Aka people with high purchase intent.
Using the same example, these might be people who have added triathlon gear to their shopping cart on another website.
Audience Targeting Based on Demographics
Demographic targeting lets you reach potential customers who are of a certain age, gender, parental status, or household income.
And you can combine demographic targeting with interest targeting to reach a narrower, more relevant audience.
For example, let’s say you own a yoga studio for women. And you want to promote a special class for working mothers.
You can focus on the “Female” demographic group, within the “25-54” age range, and specify “Parent” status. Along with affinity groups based on yoga, pilates, and fitness.
Be mindful that the more specific your targeting, the fewer people will see your ads. Test several targeting combinations to see which brings you the most conversions.
Google Display Network vs. Google Search Network
The main difference between the Google Display Network and the Google Search Network is where your ads show up.
The Google Search Network is a collection of websites and apps related to Google Search where your ads can appear.
Your Google Search Network ads can show in Google search results and other Google partner search sites when people search for phrases related to your keywords.
With the Google Ads Display Network , however, your ads show up while people are visiting other sites, apps, and videos.
How Much Does It Cost to Use the Google Display Network?
The average cost per click on the Display Network is less than $1. But the total cost will ultimately depend on your budget.
The GDN runs on a live auction system like the Google Search Network. And charges you every time someone clicks on your ads.
So, you’re more likely to reach users interested in your products or services. And although the intent may not be as strong, you get more impressions.
How to Create Google Display Ads
To create a display campaign and run your ads on the Display Network, you’ll need to go through your Google Ads account.
In the left-hand menu, select “ Campaigns ” and hit the plus button. Then, click “ New campaign .”
If you don’t have one yet, click “ Create a campaign without a goal’s guidance .”
And remember: Before setting up any campaign, use an ad intelligence tool . See what’s already working for your competitors and build upon that success.
How to Optimize Your Ads for the Google Display Network
Google will ask you to submit your assets (e.g., headlines, logos, images, and descriptions). And it’ll automatically adjust everything to fit different devices and available ad space.
Stick to Google’s Image Size Guidelines
Images are one of the most important elements of display ads. They help users understand your business, products, and brand.
You can upload up to 15 images in three aspect ratios: square, landscape, and portrait. Or you can choose from Google’s free stock image library.
Make Sure Your Images Are High Quality
You want your images to be the right size, but you also want to ensure they’re high quality.
For best results, avoid images that are blurry, excessively filtered, upside-down, and outlined with a border.
Follow Google’s Text Recommendations
The most important guideline for your text is to use clear and simple language to describe your product or service.
Keep all short headlines under 30 characters, or Google might cut them off. And make sure all your assets are unique.
Describe your brand’s or product’s value proposition in a compelling way. Make it useful and interesting.
Outpace Your Competitors’ Ad Campaigns
Understanding what the Google ad network is and how it works is only the first step.
It’ll help you get insights into your audience’s online behavior, personalize your messaging, identify top promotional channels, and more.
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