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 enable you to display visual, text-based, or interactive ads across the internet. This means you can place your ads on everything from news sites to niche blogs, in mobile apps, or on YouTube—all within a single integrated system.
Essentially, the Display Network functions as an ecosystem where Google facilitates ad requests between companies looking to buy ad space and publishers who provide that space. When you pay Google for a campaign on the Display Network, your ads are distributed using algorithms that assess where your potential customers are located 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 over 2 million digital placements and a range of videoand e-commerce platforms, you can reach more than 90% of the world’s internet users. This means you can not only generate visibility on your own website but also build brand awareness through other online channels. 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 to relevant users based on three primary parameters: context, audiences, and placement. You can choose websites or apps related to specific topics, such as sports or home decor. You can also target people in specific demographics or segments, which Google’s algorithms define based on search behavior, interests, and user data. The third option involves geographic targeting, so you only show ads in specific regions—ideal when combined with local SEO or social media advertising.
Google uses a combination of machine learning and performance data to determine where your ads are most likely to generate engagement. When the ad is displayed, the system continuously collects data so it can optimize the format, placement, and bidding strategy. Responsive display ads are a good example of this automation, where Google automatically adjusts the size and layout to fit each website.
In other words, you use the Display Network as a tool to expand your digital presence long before a potential customer considers making a purchase. This makes it particularly effective when you’re focusing on branding and awareness rather than conversion-oriented marketing.
That's why you should use the Display Network
You should use the Display Network because it allows you to reach users early in their buying journey. When people aren’t actively searching but are simply browsing, your ads can create a first impression of your brand. This builds brand awareness and keeps them engaged, so you can later convert them through search ads or remarketing.
A search network, such as Google Search, targets users with a specific need—for example, when they search for “buy running shoes online.” The Display Network, on the other hand, targets a broader audience that may be reading about running training but isn’t necessarily looking to make a purchase. The combination of these two networks therefore creates a comprehensive strategy for your SEM efforts: branding through display and conversion through search.
Although the click-through rate is generally lower than in search campaigns, the display network delivers value through visibility. This type of exposure impacts both ad recall and brand perception—metrics that support long-term growth and work in tandem with your other social media marketing and content efforts.
What types and varieties are available?
The Display Network supports multiple ad formats, so you can tailor your content to the purpose and the audience.
- Image and banner ads —classic visual formats that grab attention instantly.
- Text ads — used for partners that only support text; often less expensive, but still effective when highly relevant.
- Video ads — used on YouTube and other video platforms for storytelling and visual branding.
- Rich media — interactive formats that include animation or clickable elements.
- Responsive display ads — an AI-powered format where Google automatically combines your images, text, and logos for optimal performance.
At the same time, you can choose from various targeting strategies. Remarketing allows you to re-engage previous visitors to your website, while contextual targeting focuses on the content of the pages. Interest- and demographic-based targeting is based on user behavior and profile. The combination of 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 elements in Google Ads, and choosing the placement types that align with your strategy. It’s important that your creative material matches the context, since ads are often displayed in the middle of other content. When working with content marketing, you can therefore repurpose your visual assets—such as images from social media or short teaser videos—to ensure a consistent brand experience across channels.
Next, measure the impact using metrics such as impressions, click-through rate (CTR), and reach. These metrics tell you how often and how effectively your ads capture attention. When you combine these figures with data from Google Analytics, you can analyze 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 keep in mind?
Please note that the Display Network rarely drives direct sales on its own. It is primarily a top-of-the-funnel tool that builds brand awareness. Therefore, you should not measure success solely based on conversions, but also on metrics such as engagement, frequency, and traffic behavior. This requires a clear strategy for how display campaigns align with your search ads and social media.
In addition, you should continuously optimize your campaigns. Some websites in the network may generate a lot of impressions, but these may be of low quality or result in irrelevant clicks. Use the reports in Google Ads to exclude unwanted placements and adjust your bids. This ensures that you get the most out of your budget—both financially and strategically. At the same time, you should test different formats and messages so that you always know what performs best with your specific target audience.
