The Google Ads Display Network, known in the past as the Google AdWords Display Network and now also as the Google Display Network, is the ad inventory that lets brands show their image, text and video ads on websites, apps and eligible Google platforms.
In search ads the user encounters the ad when they search for a specific word. Display ads, on the other hand, can be shown while the user is browsing websites, using apps or consuming visual content.
So GDN campaigns can be used for brand awareness, reaching new audiences and remarketing.
As of 2026, Google has begun gradually moving classic Display campaigns to the GDN inventory within the Demand Gen structure. Depending on the transition, different campaign options may be seen in users’ accounts.
What Is the Google Display Network?
The Google Display Network is the broad ad network where ads can be published on Google’s partner websites, mobile apps and eligible Google properties.
Ads can be shown alongside content such as:
- News sites
- Blogs
- Forums
- Mobile apps
- Video content
- Eligible Google platforms
- Publisher sites that join the GDN
Where an ad is shown can vary with the campaign type, targeting and placement settings. To look at the basic structure of display ads, you can also use our Google AdWords display ads content.
What Is GDN Used For?
The display network can be used with these goals:
- Building brand awareness
- Introducing new products
- Bringing visitors to a website
- Reaching potential customers
- Showing ads again to people who previously visited the site
- Announcing campaigns and discounts
- Creating demand with visual content
- Reaching national or international audiences
For GDN’s contribution to performance, you can read the guide the impact of GDN campaigns on performance.
The Difference Between the Search Network and the Display Network
| Feature | Search Network | Display Network |
|---|---|---|
| User behavior | The user actively searches | The user sees the ad while consuming content |
| Ad format | Mainly text | Image, text and video |
| Main purpose | Capturing existing demand | Creating demand and awareness |
| Targeting | Search queries and keywords | Audiences, content and placements |
| Remarketing | Available | Widely available |
Search and display ads don’t have to be alternatives to each other. They can be used together at different stages of the user’s purchase journey.
For the general structure of Google ads, you can look at our Google AdWords advertising page.
What Are the Display Ad Formats?
Responsive Display Ads
For responsive ads, elements such as headlines, descriptions, logos, images and video are uploaded to the system. Google can show these elements in different combinations according to the available ad spaces.
Advantages:
- Adaptation to different ad spaces
- Multiple creative combinations
- Access to wider inventory
- Less need for design sizes
However, all the uploaded images and texts must make sense on their own.
Uploaded Image Ads
Banner ads prepared in specific sizes can be used.
This method can give more control over brand appearance, but different sizes may have to be prepared for each supported ad space.
Video Ads
Video elements can be used in suitable campaigns and inventories. In the first seconds of video ads, the brand and the key message should be clear.
Targeting Options in Display Ads
Audience Segments
Audiences can be used according to users’ interests, behaviors or purchase intent.
Custom Segments
Custom segments can be created based on searches, apps or websites related to the business’s products and services.
Demographic Targeting
Available demographic signals such as age, gender and parental status can be used.
Topic Targeting
You can aim to show ads on content pages about specific topics.
Placement Targeting
Specific websites, apps or channels can be selected. Ad display is not guaranteed in the selected placements; suitability and available ad space are needed.
Remarketing
Ads can be shown to users who have visited the website or interacted with the brand.
For audience planning, you can read the target audience guide.
How to Do GDN Remarketing
Remarketing campaigns let you reach people who previously visited the site again.
Example segments:
- All site visitors
- Product viewers
- People who added products to the cart
- People who opened the form page
- People who did not complete a purchase
- Existing customers
- People who read specific blog content
The same ad should not be shown to every audience.
Different ads can be prepared, for instance a reminder of the product for the user who abandoned the cart and trust elements for the user who examined the service page.
For more details, you can use the content remarketing.
How to Set Up a GDN Campaign
Define the Campaign Goal
One of the business goals such as sales, leads, traffic or awareness should be defined.
Set Up Conversion Tracking
Sales, forms, phone calls or other valuable actions should be measured.
For tag management you can use Google Tag Manager, and for performance analysis Google Analytics.
Choose the Target Audience
Audiences consistent with the campaign’s purpose are defined. New-customer campaigns and remarketing campaigns can be managed separately.
Prepare the Ad Assets
Quality images in different ratios, a logo, headlines and descriptions are uploaded to the system.
Set the Budget and Bid
The budget should be set according to the campaign goal, audience size and expected cost per conversion.
Check the Placements
The websites and apps where the ads are shown should be analyzed regularly. Low-quality or irrelevant placements can be excluded depending on the campaign’s structure.
What Should GDN Ad Images Look Like?
Ad images should:
- Show the brand clearly
- Present the product or service understandably
- Be readable even in small spaces
- Not contain too much text
- Be prepared in high resolution
- Fit different ratios
- Not use misleading visuals
Instead of loading the whole message into the image, a creative system working together with the headline and description fields should be prepared.
How Should Ad Copy Be Prepared?
In headlines and descriptions, these should be presented clearly:
- The user’s need
- The product’s main benefit
- The brand’s difference
- The offer
- The call to action
Headlines that are too generic can make it hard for the ad to attract attention. For example, instead of “Professional Service,” “Conversion-Focused Web Design in [City]” can offer a more concrete message.
Why Is the Landing Page Important?
When the user clicks the ad, they should reach a page consistent with the ad message.
The landing page should:
- Load fast
- Be mobile-friendly
- Show the offer clearly
- Contain trust elements
- Present the form or purchase button visibly
If a specific product is being promoted in a display ad, the user should be directed not to the general home page but to the relevant product page.
You can read the landing page guide on the subject.
Which Metrics Should Be Tracked in GDN?
- Impressions
- Reach
- Frequency
- Click-through rate
- Cost per click
- Viewable impressions
- Video view rate
- Conversions
- Cost per conversion
- Conversion value
- Return on ad spend
To understand click costs you can read CPC, and for video performance VTR.
How Are GDN Campaigns Optimized?
- Low-performing placements should be analyzed.
- Ad frequency should be controlled.
- New-customer and remarketing audiences should be separated.
- Different images and headlines should be tested.
- Mobile performance should be examined separately.
- Audiences that do not bring conversions should be evaluated.
- Landing page speed should be improved.
- Not only clicks but conversions and profitability should be tracked.
A/B testing can be used to compare ad variations.
Common Mistakes in GDN
- Advertising without defining a campaign goal
- Managing Search and Display campaigns with the same logic
- Showing the same remarketing ad to all visitors
- Not reviewing placement reports
- Showing ads at too high a frequency
- Not setting up conversion tracking
- Using insufficient visual variety
- Directing the ad to an irrelevant home page
- Deciding only by click-through rate
The Google Display Network is an important ad inventory that lets businesses reach wide audiences with image and video ads.
For successful GDN campaigns:
- A clear campaign goal should be defined
- The right target audiences should be chosen
- Remarketing segments should be separated
- Quality ad assets should be prepared
- Conversion tracking should be set up
- Placements should be reviewed regularly
- Frequency should be controlled
- The landing page should be optimized
For professional campaign planning, you can use digital ad management services.
Frequently Asked Questions
What is the Display Network?
The system that lets Google show image and video ads on partner websites, apps and a wide publisher network such as YouTube. Unlike search ads, it lets you reach users even before they have searched for anything.
Are display ads or search ads better?
It depends on the goal. Search ads are strong at reaching users with purchase intent; display ads are suited to brand awareness and remarketing. Many businesses use both for different purposes.
How is remarketing done with display ads?
You can create audience lists from users who visit your site and show your ads to them on sites in the network. Setting this up correctly matters for audience size and compliance with privacy rules.
Which image formats are used in display ads?
Static images in different sizes, responsive display ads and video formats can be used. In responsive ads you provide the headlines, descriptions and images, and Google combines them to fit the available spaces.
