What is the Display Network?

Google’s Display Network is a network of millions of websites, apps and YouTube channels on which Google Ads ads can be shown. Unlike search ads, the Display Network reaches people while they are visiting websites, not while they are actively searching. It is ideal for brand awareness, branding and remarketing.

How does the Google Display Network work?

Advertisers create visual ads (banners, responsive display ads) and select audiences based on interests, intent or websites visited. The payment model is often CPM. Impressions are usually high with a low CTR, because people are not actively looking for what you offer.

Display Network versus Search Network

The Search Network reaches people with active purchase intent: high intent, lower volume. The Display Network reaches people at an earlier stage of the funnel: broad reach, lower intent. Together they make a powerful combination: search ads for conversions, display ads for awareness and remarketing.

Remarketing on the Display Network

One of the most powerful uses is remarketing: showing ads to people who have visited your website before. Combine this with custom audiences for targeted reach and a lower CPA.

Is the Display Network suitable for lead generation?

Less directly than search ads, but it is effective as part of a remarketing or branding strategy.

How do I stop my ads appearing on irrelevant websites?

With placement exclusions you can exclude specific websites, apps or categories. More at developers.google.com/search.