Display Network
Google AdsDefinition
The Google Display Network (GDN) is a collection of over 2 million websites, apps, and videos where Google can show your visual ads. It reaches over 90% of internet users globally.
Display operates differently from Search. Users are not actively searching — they are reading articles or using apps. This makes Display a push channel versus Search's pull model. Display typically has lower CTRs and conversion rates but much lower CPMs.
GDN offers targeting by audience (in-market, affinity, custom, remarketing), content (topic, keyword, placement), and demographics. Effective strategies combine audience targeting with placement exclusions, as GDN includes low-quality placements that consume budget.
Create responsive display ads with multiple headlines, descriptions, images, and logos. Select targeting by audience, content, or both. Set frequency caps. Review placement reports regularly and exclude low-quality sites and apps.
GDN is valuable for awareness, remarketing, and reaching audiences outside search. It requires careful management — without placement exclusions and audience refinement, campaigns waste budget on low-quality inventory.
Related Terms
Related Services
Frequently Asked Questions
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Use GDN for remarketing, awareness, and in-market audiences. Avoid for direct response with limited budget — Search and Shopping typically deliver better ROAS.
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Review the Placements report. Exclude mobile apps, parked domains, and sites with high impressions but zero conversions. Use shared exclusion lists.
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GDN gives control over targeting and placements. PMax serves display ads automatically. GDN offers more control; PMax offers more reach with less transparency.
Getting value from Display advertising?
We build Display campaigns with precise targeting and aggressive placement management for measurable results.