Google Display Network: A Comprehensive Guide

Ever wondered how those eye-catching banner ads follow you around the internet? That’s the magic of the Google Display Network (GDN) at work. 

But what exactly is the Google Display Network? And more importantly, how can your business tap into its massive reach to get more leads, boost brand awareness, or drive sales?

In this guide, we’ll walk you through everything you need to know—from what GDN is and how it works, to why it’s different from search ads and how you can get started with your first campaign.

Let’s dive in.

What is the Google Display Network?

The Google Display Network is a vast collection of over 2 million websites, apps, and videos where your ads can appear. 

Unlike search ads (which show up on Google’s search engine results pages), display ads are more visual and are designed to grab attention while people browse the web.

Think of it like placing a digital billboard on popular websites—except you’re only showing it to people who are likely to care about what you’re offering.

With GDN, you can run a variety of ad formats, including:

• Text ads
• Image/banner ads
• Responsive display ads
• Video ads

And because it’s part of Google Ads, you also get advanced targeting tools to show your ads to the right audience at the right time.

Why Should You Advertise on Google Display Network?

Here’s the deal: GDN isn’t just for big brands with massive ad budgets. Whether you’re a small eCommerce shop or a growing service business, GDN offers a ton of benefits:

• Massive reach – Your ads can appear across millions of websites and reach over 90% of internet users globally.
• Visual storytelling – Unlike plain text ads, display ads let you use images, animations, and videos to tell your brand story more creatively.
• Advanced targeting – With options like contextual, behavioral, and demographic targeting, you can zero in on your ideal customer and serve them tailored messages.
• Brand awareness boost – Even if someone doesn’t click, repeated exposure through GDN builds recognition and trust over time (which later helps your CTR).
• Cost-effective – Because you’re not always paying per click, GDN can be a more affordable way to stay top-of-mind compared to other ad platforms.

Simply put, if you want to stay visible and relevant throughout your audience’s online journey, the Google Display Network is your friend.

Differences Between Google Display Network and Google Search Network

Let’s clear this up—Google Display Network and Google Search Network are not the same thing.

Here’s how they differ:

Google Display Network

• Ads show up while people browse websites, apps, or YouTube.
• Great for brand awareness and retargeting.
• Uses visual formats like banners and videos.
• Targets people based on interests, demographics, or behavior.

Google Search Network

• Ads appear when people search for something on Google.
• Ideal for capturing intent (people looking for something right now).
• Uses text-only ads.
• Targets based on keyword searches.

Both networks are powerful, but they serve different purposes. If you want to pull people in who are actively searching, go with search ads. But if you’re looking to build awareness or stay visible throughout the buying journey, GDN is where you want to be.

How Does Google Display Network Work?

The Google Display Network works behind the scenes using a mix of targeting technology and smart algorithms. Here’s a simplified breakdown of how it all comes together.

When you create a display campaign in Google Ads, you’re essentially telling Google three things:

1. Who you want to reach
2. Where you want your ads to appear
3. What message you want to show

From there, Google matches your ads with relevant websites, apps, or videos based on your chosen targeting options. These could include audience interests, past online behavior, demographics, or even specific topics.

For example, if you’re selling eco-friendly water bottles, your display ad could appear on a blog about sustainable living or on YouTube videos about outdoor hiking tips. You don’t have to wait for people to search—you’re showing up where they already are.

And because GDN supports various Google display ads sizes and formats, your message can appear in a layout that fits naturally into different platforms, making it feel less intrusive and more engaging.

Retargeting also plays a big role here. Let’s say someone visited your website but didn’t convert. With GDN, you can “follow” them with tailored ads as they continue browsing elsewhere. That little nudge can often bring them back when they’re ready to take action.

How to Get Started with Google Display Network?

Getting started with the Google Display Network is easier than you might think. Here’s a step-by-step roadmap to launch your first campaign:

1. Set clear goals

Before anything else, figure out what you want from the campaign—brand awareness, website traffic, lead generation, or product sales. Your goal shapes everything else.

2. Choose your audience

Use Google Ads’ robust targeting tools to define who should see your ads. This could include interest categories, custom intent audiences, or even remarketing lists based on past website visitors.

3. Design compelling visuals

Create display ads that are clear, eye-catching, and on-brand. If you’re not a designer, responsive display ads are a great starting point—just upload your images and headlines, and Google will automatically adjust them to different placements.

4. Set your budget and bidding

Decide how much you’re willing to spend daily and choose a bidding strategy that aligns with your goals—like maximizing impressions, clicks, or conversions.

5. Launch and monitor

Once your campaign is live, keep an eye on performance metrics like impressions, clicks, and conversions. You can also track how users interact with your ads in Google Analytics to get deeper insights.

6. Optimise regularly

No campaign is perfect from day one. Keep refining your ad creatives, audience settings, and bids based on performance. A few small tweaks can make a big difference to your CTR and overall ROI.

Conclusion

The Google Display Network is more than just a tool for running banner ads—it’s a powerful way to keep your brand front and center in people’s minds as they go about their online journey. 

With its vast reach, diverse targeting options, and visual storytelling potential, GDN helps you connect with your audience even before they’re ready to search.

But while getting started is simple, running effective campaigns requires the right strategy, creative direction, and ongoing optimization.

That’s where we come in.

At Ostenpowers, we help businesses make the most of their Google Ads spend—whether it’s display, search, or both. 

If you’re ready to grow your brand with impactful, data-driven campaigns, our Google Ads consultants from Sydney are here to help craft a strategy that works for your goals and your budget.

Want to see how we can make display ads work for your business? Let’s talk.