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About the Google Display Network

The Google Display Network allows to you connect with customers with 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 favourite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile sites and apps.

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

How it works

The AdWords has two main networks: Search and Display. The AdWords Search Network reaches people when they’re already 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 mum'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 you an audience who’s interested in your business and more likely to take action, 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 to. With manual placements, you can show your ad on specific web pages, online videos, games, RSS feeds and mobile sites and apps that you select. You can even block your ads from websites that 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, e.g. 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 a purchase in a specific product or service area, you can use in-market audiences.

Use a variety of ad formats

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

Meet your goals

Display ads give you a chance 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 web pages your ads ran, which ads deliver the most clicks, and which sites give you the most sales for the lowest cost.

Based on your campaign reports, you can adjust your targeting and bidding strategy to get the most value out of your campaigns. When data shows 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 sign ups – the AdWords system may automatically reduce the adjust your bid helping you stay on budget, gain value and reach your business goals.

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