Display advertising is advertisements that appear on articles, videos, or websites that customers visit. You may show your advertisements on the Google Display Network, a collection of over two million websites that reach over 90% of Internet users worldwide, using Google Ads.

You may have read about Google display and search advertisements but do you know what they are?

These are two separate sorts of advertisements, although you might not identify them based on their titles. As a result, we’re here to dissect the particular distinctions between the two and how they may benefit your organization.

The Google Display Network, or GDN as it is often known, is rarely utilized in Google Ads. It’s complicated, intimidating, and full of bells and whistles.

Google Search Ads are considerably easier to use. However, when done correctly, the Google Display Network may provide significant assistance to a comprehensive Google Search Ads campaign.

Google Display Ads

You’ve probably seen a display ad if you’ve visited any page on the internet. Consider this scenario: you’re on a website looking to buy plane tickets for a forthcoming vacation, and on the right side of the screen, there’s an advertisement for a hotel chain. This is a display ad, and businesses may use it to lead potential consumers to their website.

Consider this: display advertisements allow a company to market its products or services even when a potential consumer is browsing other websites. Whether someone is reading a news source or watching videos on YouTube, a company may still reach out to internet consumers on these websites by using display advertisements.

Types of Google Display Ads : 

In general, there exists two types of Google display ads : uploaded and responsive. The uploaded ads give you the responsibility to create and optimise whereas the responsive ads depend on Google Ads.

If you have sufficient design resources to create your own display ads from scratch, you may opt for uploaded ads. JPG, PNG, and GIF files are all supported. Do bear in mind that every web page is different. If your ad doesn’t fulfil the size requirements for the page, it won’t be displayed even if you qualify for a particular placement.

Google introduced responsive display ads a few years ago. Its process couldn’t be much easier; simply upload a business’ name and logo alongside some visual elements like images and videos, and some basic ad copy. From there, Google Ads will evaluate different combinations of visuals and copy to pinpoint which versions of your ad perform well. Above all, responsive display ads will automatically adjust in size to satisfy the requirements of each web page.

Google Display Ads Sizes : 

If you’re looking to run only responsive display ads, you may skip to the next section. However, if you wish to maintain control over your ads and plan on utilising uploaded ads, you may have to accommodate to the following 12 common sizes :

  • Mobile : 300×250, 320×50, 320×100, 250×250, 200×200
  • Desktop: 300×250, 336×280, 728×90, 300×600, 160×600, 970×90, 468×60

Search Vs Display


Before you begin implementing a Google Display Network plan, it is important that you grasp the distinctions between search (or what is generally referred to when discussing Google Ads advertising campaigns) and display.

Search is the most well-known kind of paid internet advertising, with advertisements appearing immediately on the search results page — above and below the organic results. Display ads are advertisements that appear (are shown) on websites that are not search engines. These advertisements are commonly referred to as banner or picture ads, however, text ads are also included in display advertising. Both paths have advantages and have a place in a strong PPC campaign.

Search advertisements are most commonly utilized due to their placement on search results pages, where user intent is higher. If someone searches for something and your ad appears immediately after that query and is relevant to the query, chances are they will not only click on your ad but may also convert.

When consumers actively search on the search network, they are in a seeking state, which makes their desire to discover information about a specific topic, product, or service much more direct.


Display, on the other hand, is a more passive function because the person seeing the ad did not view it as a result of typing a query into a search engine. Rather, people are seeing advertising on external websites that they are visiting for another reason.

Exposure to advertising on non-search engine sites is more akin to viewing adverts in a newspaper or magazine – you are more likely to skim around them or flip through them to get to the material you were looking for.

As a result, display advertising necessitates a different attitude and performance goals than search advertising, owing to changes in the user’s state of mind while interacting with the advertiser’s adverts.

When considering including Google Display Network advertising into your mix, keep the following in mind:

Search Advertising targets people who have expressed an interest in what you’ve identified as a good match to what your advertisements are selling at the moment before viewing your ad.

Google Display Network advertisements are more like background players — they appear on non-search engine pages while a person is doing something else. Depending on the targeting you select, there may or may not be a discernible link between your advertising and the site being visited.

Display advertising is most successful when they are targeted to specific individuals or websites. These advertisements also emphasize audience- and content-based targeting. Audience targeting can be fine-tuned to concentrate on the following:

8 Audience Targeting Factors:

a) Demographic

Identify demographic groupings based on age, gender, region, and other factors that will be most interested in your products or services.

b) In-market

This user group might be targeted since they are looking to make a purchase connected to your company and products.

c) Affinity

This targeting area includes users who consistently browse or purchase items or services similar to yours.

d) Remarketing

In order to contact individuals who have visited but then left your website, remarketing will display advertising of what they saw on your website in order to urge them to return.

e) Similar Audience

This collects data from users who are similar to those who have been targeted by your remarketing efforts.

The following categories of how content targeting is done:

f) Keywords

Your ad may be displayed based on the context of a webpage if it contains the same or comparable keywords.

g) Placement

This simply allows you to choose which websites or web pages your advertisement will appear on.

h) Topics

A larger targeting option that allows you to post advertising on sites that are focused on a topic connected to your ad.

Check out this tutorial video on Google Display Ads

Google Adwords

Google search advertisements are a direct reaction to a user’s search, and they are focused on the user’s urgent demand for a product or service.

When a person conducts a certain search on Google, a search ad will appear in their Google results. This advertisement is a direct result of the user’s search.

It is essential to understand, however, that these are not typical Google search results. These search advertisements will appear above organic search results and will be identifiable by a tiny “Add” box next to the page’s URL.

Setting up the capabilities for this advertising option allows your company to appear ahead of the organic search results that a user is likely to interact with. The user must continue to scroll across the page to reach these results, but the search advertising at the top of the page does not compel the user to go any further.

How To Start Using Targeted Display Ads

Google Display Network targeting lets you to control where and when your ad appears depending on the characteristics of your desired audience, such as personal interests, age, or gender. This implies that your ad might appear on sites connected to your business or to individuals who meet the particular parameters you’ve set.

If you don’t already have advertisements running on the Google Display Network as part of your Google Ads account, here’s how to get started:

  • Access your Google Ads account.
  • Click “Campaigns,” then “New Campaign.”
  • As the campaign type, select “Display Network Only.”

Select the sorts of Google Display Network targeting that you want to include in your campaign from this menu. Continue reading to learn about the many sorts of methods to show advertising to users and how to configure them.
How to reach out to consumers depending on their interests

Interest targeting is exactly what it sounds like: it allows you to display your ad to individuals who are interested in your products and services, or who are involved in activities relevant to your business.

3 Types of Interest Targeting:

1. Affinity Groups

This comprises 80 distinct interest or hobby-based groupings, such as “sports lovers,” “auto fanatics,” and “gamers.” You have the option of showing your advertising to one or more of these audiences.

2. Affinity Audiences with Specific Interests

Create your own unique audience using keywords to further restrict your targeting.

If you’re advertising your running shoe store, you may include keywords like “marathon training,” “beginning runners,” and “running advice.” When you create custom audiences, your advertisements will be displayed to individuals who visit websites that include these terms.

You may also specify particular URLs that runners would visit, such as running.com or runnersworld.com, to target sites where your ad should appear.

3. Market Audiences

You may find clients who are actively seeking items or services comparable to yours using In-Market Audiences. Using the same example, they may be consumers who put running shoes in their shopping basket while visiting a website, or individuals who have viewed several running shoe-related websites.

Google Display Ad Terms You Need To Know

One of the reasons that understanding Google Ads might be difficult is that it has its own language. So, here are the key phrases to remember when discussing Google advertising in general, and Google display advertisements in particular:

1. Google Display Network (GDN) (GDN)

The Google Developer Network (GDN) is Google’s network of websites and apps. Google has agreements with millions of websites and applications under which the site earns income in exchange for enabling Google to advertise on it. The GDN is where your display advertising will be seen by users all across the internet.

2. Retargeting

This is the technique of presenting your advertisements to people who have previously visited your site and are now seeing the ads in your display campaign as a result of cookie tracking.

3. Audiences

You create your audiences to inform Google which users you want to show your advertisements to. There are several kinds of audiences:

4. In-market

It’s very simple. A user had deviated from their usual online activity by informing Google that they were “in the market for something.”

5. Affinity

These are folks who are already interested in your product or service, such as “landscaping” or “video production.”

6. Customizable purpose

You, as the ad manager, define these audiences. They generally consist of sending Google a list of certain URLs and instructing it to “show an ad to everyone who has visited one of these pages.”

7. Changes to bids

Bid adjustments allow you to change your bids automatically if/when specific circumstances are satisfied. Some marketers choose to bid higher on mobile devices or on certain characteristics of their built-in audiences.

8. Placements

Where you tell Google where you want your advertisements to appear.

Now that you’ve got those phrases jangling around in your head, let’s get into Google display advertisements.

How Does Google Display Ads Function?

Google display advertisements rely on cookies and data from logged-in users to track the websites and searches they conduct. These cookies are indications used by Google to assist marketers in reaching their intended audiences.

You may target people with these cookies using Google display advertising in a variety of methods, the most popular of which is retargeting, in which you target ads to potential customers who have previously visited your website.

Most display advertisers go even farther, segmenting their audience based on particular page views or how recently they visited your website.

Someone who has visited your website in the previous week is a hot user! No, not literally or in terms of temperature — well, maybe the latter if they aren’t feeling well — but this just indicates that your brand is on their minds, and you need to capitalize on that chance before they forget about you.

Google’s Display Network includes over 2 million websites and, according to Google, reaches more than 90% of worldwide internet users. As a result, you may reach a large number of people with your display advertising, which performs just as effectively on their own as they do when combined with search network efforts.

How to Set Up a Google Display Ads Campaign?

Step 1 : Tap into Your Top-Performing Search Keywords

Keyword targeting is hands down, the best way to introduce your business to your intended audience. You may proceed to use your top-performing search keywords at the outset. If there’s a considerable number of keywords that are apt to drive low-cost clicks or conversions on the search network, use them!

Clicks and conversions indicate that your search ads are resonating, they are your vote of confidence that the keywords behind them are winners.

Step 2 : Use Bid Adjustments 

After running your display campaigns for a while, you will receive sufficient data to make informed performance judgements, for instance, which keywords are performing well, which custom affinity audiences are doing poorly, and so on and so forth. You can set your bid adjustments either at the ad group or campaign level, which allows you to convert those performance judgements into strategy.

When you determine a positive bid adjustment on a particular ad group, you inform Google Ads to raise your maximum CPC bid whenever one of the ads in that ad group is eligible to show. Similarly, when you determine a negative bid adjustment, you inform Google to reduce your maximum CPC bids for that ad group. 

Step 3 : Focus on Your Referral Traffic

Google Analytics gives you the most useful information. When it comes to displaying advertisers, the referral traffic report – under Acquisition > All Traffic – is extremely valuable. Simply put, the referral traffic report lets you know which websites are linking to yours mostly. It also tells you which websites cater to audiences that could benefit from your products or services.

Step 4 : Emphasise Your Value Proposition

While they’re more than accustomed to display advertising, your prospective customers can easily scroll past your ads without even noticing any of them. To ensure all opportunities are utilised, the same goes to the amount of money you are bidding on a cost per thousand impressions (CPM) basis, it is extremely important that your Google display ads captivate the eyes of your prospects.

With that, the visual aesthetics of your ads such as colour scheme, typography, graphics, often play a significant role in this. The same goes to your value proposition. Easily put, your value proposition is the benefit one will enjoy once he or she becomes your customer. 

Step 5 : Focus on headlines when Crafting RSAs

When writing a responsive display ad, you will need to write for pieces of copy : 

  • A short headline (25 characters)
  • A long headline (90 characters)
  • A description (90 characters)
  • Business name (25 characters)

As for headlines, do bear in mind that Google Ads should never run both simultaneously, and that Google Ads will sometimes exclude your description. No matter which headline is selected for a given iteration of your RSA, there’s no guarantee that it’ll be accompanied by your description. 

To tackle that, ensure your headlines are adequate on their own. They should convey the unique value proposition of your business or the offer you are making.

Google Display Ads Price : 

Google display network operates on a live auction system. When you are identified as eligible for an ad unit – depending on your targeting parameters – you will proceed to an instantaneous auction with other advertisers who are also eligible for that same unit.

The auction is Google’s way of determining where each advertiser lands on the page and how much each advertiser needs to pay for a click. Your ad position and CPC (cost-per-click) depend on your Ad Rank, a metric that depends on your maximum CPC bid and Quality Score. 

The result of the auction will tell you how much you need to pay for a click. Oftentimes, this is lower than your maximum CPC bid. Afterwards, you pay the minimum amount of money required to outrank the advertiser in the position directly below yours, for incremental clicks.

Incremental click is a type of click you wouldn’t have gotten if you were in a lower ad position. To exemplify, while the ad in the first position may get 10 clicks, the ad in the second position may only get 5 clicks. Here, 5 of the top ad’s 10 clicks are deemed incremental. The CPC for those 5 clicks is sufficient to outrank the next advertiser. That said, the CPC for the remaining 5 clicks is equivalent to the amount the next advertiser is paying for their clicks. 

In result, even if you win the best ad position on the page, most of the clicks you drive will be priced as though you’re in a lower position. The clicks you generate solely due to your ad is more visible and is slightly higher in price.

5 Advantages of the Google Display Network:

1. Google Display Ads is Cheap

One of the most serious criticisms leveled about the Google Search Network is how pricey it may be for some companies. While an apartment complex may be able to reach its target demographic for $4-5 per click, a personal injury attorney may have to pay $75-100 per click. These clicks are highly significant since they virtually ensure that the person who clicked was actively looking for you or your business.

2. Images and Visuals Are Very Powerful

In general, humans are more engaged by a captivating visual than they are by words. The Display Network enables you to utilize appealing graphics to catch the attention of a potential consumer. Simply said, visual advertising is more compelling than text-based ones.

3. Utilize Your Videos

The Google Display Network accepts more than just pictures; it also accepts video! With the growing popularity of video-sharing services such as YouTube, video advertising has become an important component of the business. Video advertising provides tremendous benefits that text or picture ads do not. A compelling testimonial or a thorough, easy-to-understand product explanation video might be the difference between converting a new group and losing them.

4. Numerous Targeting options

The diversity of targeting possibilities available through Google’s Display Network is one of its most significant advantages. You may target specific audiences based on their previous behaviour and interests, certain websites or website themes, specific demographics based on age and gender, and much more. If the default settings do not match your needs, Google allows you to create custom audiences. Begin experimenting by establishing different ad groups with different objectives to see what works best for you.

5. Remarket To Past Ad Clickers

The ability to remarket to people who have clicked on your advertising in the past with unique advertisements is arguably the Display Network’s most powerful advantage. You may then display personalized advertising to visitors who have visited certain pages on your website. You will not only keep your brand fresh in the minds of potential consumers, but you will also be able to give new reasons for your audience to convert. This might be a discount, a freebie, or a more detailed description of your product’s benefits. Remarketing can help you boost conversions and prevent losing new clients.


For 2021, Google display advertisements are a no-brainer. While falling victim to Google display advertising as consumers may make us feel weak, the proof is in the pudding – with the appropriate plan in place, Google display ads can be extremely powerful for businesses.

The key for you will be to truly dive into audiences so you can better understand your alternatives, how to successfully personalize your audiences to best fit the goals of your campaign, and get the greatest outcomes.

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