What is the Display Network?
The Display Network, often referred to as the Google Display Network (GDN), is a digital infrastructure that connects advertisers with millions of websites, apps and video platforms. Google has built this network to let you show visual, text-based or interactive ads across the internet. So you can place your ads on everything from news sites to niche blogs, in mobile apps or on YouTube – all within one unified system.
Essentially, the Display Network works as an ecosystem where Google brokers ad requests between businesses that want to buy exposure and publishers that make ad space available. When you pay Google for a Display Network campaign, your ads are distributed by algorithms that assess where your potential customers are and which websites best match your target audience. Website owners are then paid per click (CPC) or per impression (CPM).
The network's strength lies in its scale. With access to more than 2 million digital placements and a range of video and e-commerce platforms, you can reach more than 90% of the world's internet users. This means you can not only create visibility on your own website but also build awareness through other people's online spaces. For example, when you combine your display strategy with SEO, you can work on both search visibility and top-of-funnel exposure at the same time.
How do you use the Display Network?
You use the Display Network by targeting your ads at relevant users based on three main parameters: context, audiences and placement. You can choose websites or apps about specific topics, such as sport or interior design. You can also go after people in specific demographics or segments, which Google's algorithms define based on search behaviour, interests and user data. The third option is geographic targeting, so you only show ads in certain regions – ideal when you combine it with local SEO or social media advertising.
Google uses a combination of machine learning and performance data to decide where your ads are most likely to generate engagement. When the ad is shown, the system continuously collects data so it can optimise format, placement and bidding strategy. Responsive display ads are a good example of this automation, with Google itself adapting the size and layout to each website.
In other words, you use the Display Network as a tool to expand your digital presence long before a potential customer considers a purchase. That makes it particularly effective when you work strategically with branding and awareness rather than conversion-focused marketing.
Why you should use the Display Network
You should use the Display Network because it lets you reach users early in their buying journey. When people aren't actively searching but simply browsing, your ads can create a first impression of your brand. This strengthens awareness and holds attention, so you can later convert through search ads or remarketing.
A search network, such as Google Search, reaches users with a specific need – for example, when they search for “buy running shoes online”. The Display Network, on the other hand, reaches a broader group who may be reading about running but don't necessarily want to buy. Combining the two networks therefore creates a holistic strategy in your SEM work: branding through display and conversion through search.
Although the click-through rate is generally lower than for search campaigns, the Display Network delivers value through visibility. That kind of exposure matters for both ad recall and brand perception – parameters that support long-term growth and tie in closely with your wider social media marketing and content efforts.
What types and variants are there?
The Display Network supports several ad formats, so you can tailor your content to the purpose and the recipient.
- Image and banner ads — classic visual formats that grab attention instantly.
- Text ads — used on partners that only support text; often cheaper, but still effective when highly relevant.
- Video ads — used on YouTube and other video platforms for storytelling and visual branding.
- Rich media — interactive formats with animation or clickable elements.
- Responsive display ads — an AI-based format where Google automatically combines your images, copy and logos for optimal performance.
You can also choose different targeting strategies. Remarketing lets you re-engage previous visitors to your website, while contextual targeting focuses on the content of the pages. Interest- and demographic-based targeting reaches users based on their behaviour and profile. Combining these methods makes the network flexible and relevant across industries.
How do you use the Display Network in practice?
In practice, using the Display Network is about striking a balance between exposure and relevance. You typically start by defining your target audience, setting up ad assets in Google Ads and choosing the placement types that suit your strategy. It's important that your creative matches the context, as the ads are often shown in the middle of other content. When you work with content marketing, you can therefore reuse your visual assets – for example, images from social media or short teaser videos – to create a consistent brand experience across channels.
Next, you measure the impact using metrics such as impressions, click-through rate (CTR) and impression share. They tell you how often and how effectively your ads capture attention. When you combine these figures with data from Google Analytics, you can analyse whether the exposure actually leads to new visits or interactions on your website. It's this kind of insight that makes the difference between wasted visibility and strategic branding.
What should you be aware of?
You should be aware that the Display Network rarely drives direct sales on its own. It's first and foremost a top-of-funnel tool that builds awareness. That's why you shouldn't measure success on conversions alone, but also on parameters such as engagement, frequency and traffic behaviour. This requires a clear strategy for how display campaigns fit together with your search ads and social media.
You also need to optimise your campaigns continuously. Some websites in the network may deliver lots of impressions but low-quality or irrelevant clicks. Use the reports in Google Ads to exclude unwanted placements and adjust your bids. This ensures you get the most out of your budget – both financially and strategically. At the same time, you should test different formats and messages so you always know what performs best with your particular target audience.
