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Google Display Network

Google Display Network

The Google Display Network (GDN) reaches people while they’re browsing websites, viewing a YouTube video, checking their Gmail, or using mobile applications.

Unlike advertising on the Google Search Network (GSN), which matches search intent (pull marketing), the GDN is a form of push marketing—working to increase awareness and reach.

The Google Display Network helps businesses whose goal is to grow awareness about their product, service, or company. In addition, you can use remarketing audiences to recapture previous site visitors or customers with display ads.

If your services or products are particularly visual, the GDN may be a great way to showcase value at a glance.

Building a GDN campaign

Similar to paid search, GDN success starts with an organized account structure that allows for proper optimization, budget allocation, testing, and reporting.

Although the campaign structure differs slightly compared to search campaigns, the elements of a campaign still remain (i.e. component breakdown is campaign > ad group > ad).

You can build your audience several ways:

  • Affinity. Reach users based on what they're passionate about and their habits and interests.
  • Custom audiences. Depending on your campaign goal, reach users based on what they're passionate about, their habits and interests, and reach users based on their recent purchase intent.
  • Detailed Demographics. Reach users based on long-term life facts.
  • Life Events. Reach users when they are in the midst of important life milestones.
  • In-market. Reach users based on their recent purchase intent.
  • Remarketing. Reach users that have interacted with your business.
  • Customer Match. Reach your existing customers based on your CRM data.
  • Similar audiences. Reach new users with similar interests to your website visitors or existing customers.

Ad type and design

The Google Display Network contains more than 2 million websites, videos, and apps, and plays host to a huge variety of ad formats and sizes. Choosing the right ad types in the right sizes with the right design elements is important for a successful display campaign.

Responsive display ads are the default type of ad on GDN. Responsive ads choose the ideal size based on available options.

Bidding and optimization

Bidding and optimizations available on the Google Display Network help you get the most value from your display campaigns.

You can assign the appropriate bid for each ad and optimize for difference dimensions, including devices, demographics, audiences, and placements, to drive performance improvements.

There are several bid types:

  • eCPC. Tries to match set CPCs over time while bidding up more on valuable auctions.
  • Maximize clicks. Tries to get the most clicks at a set budget each day.
  • Maximize conversions. Tries to get the most conversions at a set budget each day.
  • Target CPA. Hit a specific cost-per-lead or cost-per-conversion target.
  • Target Return on Ad Spend (ROAS). Tries to hit a specific ROAS for a campaign.
  • Target impression share. Tries to match a set impression share for the campaign, targeting either total impression share, top of page, or absolute top.
  • Maximize conversion value. Tries to maximize conversion value at a set budget while aiming for a certain minimum ROAS.