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.

When showing ads on the Display Network, you can reach a wide range of customers with broad interests, choose which sites or pages to appear on, and engage users with appealing ad formats.

  • 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 puts her toddler in the car seat and 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 — you can select types of pages or specific websites for your ads, as well as audiences to show your ads to.
  • Engage users 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 including Gmail and YouTube, the Display Network can help you show your message to more customers.

The Display Network reaches 83% of unique Internet users around the world (source: DoubleClick Ad Planner), including people speaking more than 30 languages in over 100 countries. To help make sure your ads appear on high-quality sites and products, all websites and products in the Display Network are reviewed and monitored by Google.

  • The Display Network (formerly known as the Content Network) is one part of the Google Network, our name for all the webpages where AdWords ads can appear including Google Search results and other parts of the Search Network.
  • Your ads can be automatically matched to websites and other placements like mobile phone apps, when your keywords are related to the sites’ content. You can also choose to target specific sites, pages about specific topics, demographic groups, and more.
  • To show your ads on the Display Network, set your ad campaign to “Display Network only” or “Search & Display Networks – All features.”

Placements: Advertising on non-search websites

Keywords can trigger your ads to appear next to search results on Google and other search sites. But keywords can also trigger your ads to show on other sites across the Internet — Google-owned properties like YouTube and Google’s partner sites like or, for example. We call these “placements.” A placement can consist of an entire website or just part of a site. And these websites are all part of what we call the Display Network.

Google can automatically determine where your ads appear by matching your keywords to websites in the Display Network. Or, if you’d like greater control over where your ads appear, you can pick specific placements yourself. You can set bids for each and choose the sites where your ads might appear.