Branding with the Display Network
The Display Network is a collection of partner websites and specific Google websites, including Google Finance, Gmail, Blogger, and YouTube, that show AdWords ads. This network also includes mobile sites and apps.
If you’ve ever seen an AdWords ad on your favourite news site or in your Gmail account and wondered how it got there, now you know: websites like these are part of the Google Display Network.
Why It Matters
When showing ads on the Display Network, you can:
- Reach new customers – Capture someone’s attention at different points in the buying cycle. For example, if you run an art supply store, you can catch a mom’s eye when she’s reading reviews about the best brands of washable paints, but before she heads out to buy.
- Select where your ads appear – Within the Display Network, you can choose more specifically where you want your ads to appear, selecting types of pages, specific websites, or audiences.
- Engage with appealing ad formats – Text, image, video, or rich media formats can appear on the Display Network.
The Reach of the Display Network
From millions of partner websites, news pages, and blogs to Google websites like Gmail and YouTube, the Display Network can help you show your message to more customers.
- It reaches 83% of unique Internet users worldwide (source: DoubleClick Ad Planner).
- Ads can appear in 30+ languages across 100+ countries.
- All websites and apps in the Display Network are reviewed and monitored by Google to ensure quality.
Placements: Advertising on Non-Search Websites
Keywords don’t just trigger ads on Google Search; they also trigger ads across the Display Network. These include:
- Google-owned properties like YouTube.
- Google’s partner sites like NYTimes.com or Families.com.
- Entire websites or specific sections of a website (“placements”).
Google can automatically match your ads to sites using your keywords, or you can take greater control by choosing placements yourself. Advertisers can also set different bids for different placements depending on value.
The Bottom Line
The Display Network isn’t just about impressions. It’s about strategically placing your message where your potential customers are already spending their time.
