Display Network
Also known as: Google Display Network, GDN, Display Advertising Network, Display Networks
A display network is a large group of websites, apps, and video platforms where advertisers can place image, banner, and video ads through one buying platform. The best known is the Google Display Network, which Google says reaches people across 35 million websites and apps and on Google-owned properties such as YouTube and Gmail.
Key Takeaways
- Display networks show visual ads to people as they browse, rather than in response to a search query.
- Google's Display Network covers sites, apps, and Google-owned properties such as YouTube and Gmail.
- Targeting uses audiences (including remarketing) and context (keywords, topics, and placements).
- Display can be bought on clicks, viewable impressions, or conversion goals.
- Measure display with assisted and view-through conversions as well as last-click results.
How It Works
Search ads answer a query someone just typed. Display ads reach people while they read, watch, or use apps. Google describes its Display Network as a large collection of websites, mobile apps, and video content, and says Display campaigns can reach people across 35 million websites and apps plus Google-owned properties like YouTube and Gmail (Google Ads Help). Other ad platforms run networks of their own, but the Google Display Network is what most people mean by the term.
Because there is no query, targeting does the work. Google groups the options into audience targeting, such as demographics, your own data for remarketing, and in-market segments, and contextual targeting, such as keywords, topics, and specific placements, plus optimized targeting that uses signals to find similar people (Google Ads Help). Display network remarketing is the most common starting point: showing ads to people who already visited your site. Bidding can be on clicks, on viewable CPM, or on conversion goals with Smart Bidding.
Display also runs inside other campaign types. Performance Max includes Display inventory, which is why channel reporting matters there; I cover how to read it in my Performance Max review, and the Performance Max vs Search comparison explains when each fits.
Why It Matters
Display reaches people before and after they search, which builds awareness and brings back visitors who did not convert. Used with remarketing and sensible placement controls, it supports the search campaigns that capture demand once people are ready to buy.
Example
A home services company builds a remarketing list of people who visited its booking page but did not schedule. A Display campaign shows them responsive display ads with an offer on news sites and apps over the next two weeks. Some return through a branded search and book, which shows up as assisted and view-through conversions rather than last-click wins for the Display campaign.
Common Mistake
Judging display by last-click conversions alone. Its value is largely in assisted conversions and view-through impact, so measuring it like search understates its contribution.
Frequently Asked Questions
What is a display network?
A display network is a collection of websites, apps, and video platforms that sell ad space for image, banner, and video ads, all bought through one ad platform. Advertisers use it to reach people while they browse instead of when they search.
What is the Google Display Network?
The Google Display Network is Google's collection of partner websites, mobile apps, and video content where Display campaign ads can appear. Google says it reaches people across 35 million websites and apps, plus Google-owned properties like YouTube and Gmail.
What is the difference between the Search Network and the Display Network?
The Search Network shows ads in search results in response to a query. The Display Network shows visual ads on websites, apps, and videos, targeted by audience and context. Search captures existing demand; Display reaches people earlier or brings them back later.
How does display network remarketing work?
You collect a list of people who visited your site or used your app, usually with the Google tag, then target that list in a Display campaign. Those people see your ads as they browse sites and apps in the network, which brings warm prospects back.
How are display network ads priced?
You can pay per click, pay per thousand viewable impressions with viewable CPM, or let Smart Bidding pursue a conversion goal like Target CPA or Target ROAS. The right choice depends on whether the goal is reach, traffic, or conversions.
Is the display network worth it?
It can be, mainly for remarketing and for awareness in a defined audience. Results depend on tight targeting, placement exclusions, and creative. Judge it on assisted and view-through conversions and on branded search lift, not only last-click sales.