Display Network
Also known as: Google Display Network, GDN
The display network is a system of websites, apps, and videos where image and banner ads appear, as opposed to the search results page. Targeting is based on audiences, placements, topics, and remarketing rather than search queries.
Key Takeaways
- The display network is a system of websites, apps, and videos where image and banner ads appear.
- It contrasts with the search results page, reaching users as they browse rather than as they search.
- Targeting uses audiences, placements, topics, and remarketing instead of search queries.
- It extends reach cheaply for awareness and remarketing, keeping a brand visible across the web.
- Judging display by last-click conversions alone understates its assisted and view-through value.
How It Works
The display network places visual ads on a huge collection of partner sites, apps, and videos. Instead of matching a search query, it decides who sees an ad using signals like audience interests, specific placements, page topics, and past site visits. That makes it a demand-building channel rather than a demand-capturing one.
One of its strongest uses is Remarketing, showing tailored ads to people who already visited your site to bring them back. Because inventory is broad and priced largely on a Cost Per Mille basis, it is inexpensive to keep a brand in front of the right people at scale.
Measuring display fairly means looking past last-click. Much of its impact shows up as assisted conversions and View-Through Conversion, where someone sees an ad, does not click, then converts later. Combined with strong Audience Targeting, this is why display often builds the demand that search eventually captures.
Why It Matters
It extends reach for awareness and remarketing at a low cost per impression, keeping a brand in front of users across the web. It complements search by building the demand that search later captures.
Example
A home services company runs display ads targeting people who visited its booking page but did not schedule. Over the next week those users see banner reminders across news sites and apps. Many return through a later search and book. Judged only on last-click, the display campaign looks weak, but its view-through and assisted conversions tell the real story.
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 the difference between the display and search networks?
The search network shows text ads on results pages in response to queries. The display network shows visual ads on websites, apps, and videos, targeted by audiences, placements, and topics rather than by what someone just searched.
Is the display network worth it?
It can be, especially for awareness and remarketing. Its value shows up largely in assisted and view-through conversions, so it works best as a complement to search rather than a direct last-click performance channel.
How is display targeting different from search?
Search targets active queries. Display targets people using audience interests, remarketing lists, specific placements, and page topics, reaching users while they browse rather than at the moment they search for something.