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About the Google Display Network

The Google Display Network allows you to reach customers using a variety of ad formats across the digital universe. This network spans over two million websites that reach over 90% of people on the Internet. It can help you reach people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail, or using mobile devices.

This article gives you an overview how you can use the Display Network.

How it works

AdWords has two main networks: Search and Display. The Adwords Search Network reaches people when they've been searching for specific goods or services. The Display Network helps you capture someone's attention earlier in the buying cycle. For example, if you run an art supply store, you can catch a mom's eye when she's reading reviews about the best brands of washable paints, but before she puts her toddler in the car seat and heads out to buy.

Find the right audience

The Google Display Network is designed to help you find the right audience across millions of websites. It lets you be strategic and put your message in front of potential customers at the right place and the right time.

  • Reach users by keywords and topics: To find likely customers, AdWords uses contextual targeting based on your keywords or your campaign’s specific topic area.
  • Select where your ads appear: Within the Display Network, you can select types of pages or specific websites for your ads, as well as audiences to show your ads. With manual placements, you can show your ad on specific webpages, online videos, games, RSS feeds, mobile sites, and apps that you select. You can even block your ads from sites you don't think are relevant.
  • Find users who are already interested in what you have to offer: Show your ads on Display Network websites to specific groups of people, such as those who have previously visited your site, by creating a remarketing campaign. To reach TV-like audiences on a broad scale and drive brand awareness, you can use affinity audiences. To reach specific audiences ready to make purchases, you can use in-market audiences.

Use a variety of ad formats

The Google Display Network is your chance to engage users with appealing ad formats. Text, image, video, or rich media formats can appear on the Display Network. Color and motion attract attention. Animation or video can tell a story.

Meet your goals

Display ads help you to make a more lasting impression on people. Here are some common goals that you can achieve by advertising on the Display Network:

  • Sell more products or services
  • Build customer loyalty
  • Engage with customers
  • Increase brand awareness

Measure your results

AdWords lets you measure how well you’re meeting your goals. See exactly on what kind of sites your ads run, which ads deliver the most clicks, and which sites give you the most sales for the lowest cost.

You can adjust your targeting and bidding strategy based on your campaign reports. For example, the data may show that a click from a Google Network page is more (or less) likely to help you meet your specific goals—such as online sales, registrations, phone calls, or newsletter signups. This may prompt AdWords to automatically adjust your bid. This adjustment would help you stay on budget, gain value, and reach your business goals.

Plan ahead 

Changes in the Display Network can take 12-24 hours to apply and may not show right away. Keep this in mind while creating a new campaign or making changes to an existing campaign. You may want to set up your campaign a few days before the launch and set the start date in the future.

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The Marketer's Guide to the Google Display Network

Get Google's guide to the Google Display Network. Learn how to reach the right audiences, choose the right ads & bids and optimize for performance. View the guide now.