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Google Display Network – what is it?

Google Display Network is a Google advertising network in which Display advertisements are used, i.e. appearing, for example, in the form of graphics and video. They appear on a variety of pages – depending on the configuration of the ad. Find out more about the possibility of using this type of campaign in Google Ads and learn about all the available options!

What are display ads?

GDN ads appear on many sites in a variety of forms, such as YouTube. In short, these are all ads that appear outside of paid search results. So you will find them on websites that belong to the Google advertising network. These are blogs, information pages, websites of a different nature. So you can distinguish between display ads and search ads. The latter will be exactly the same as organic (free) search results, but will have the word “ad” displayed next to them, while display ads will be everywhere else and in many possible forms.

Google Display – types of display ads

This type of advertisement can be divided into many different ones – it is worth using them consciously in order to best match them with the marketing strategy and the recipients of the advertisement – potential customers. He will learn about the most important types of these ads.

Responsive display ads

The very name suggests that these are ads whose main feature is matching. These are different sizes and formats – responsive ads adjust to the place where they appear and the devices. This has many advantages. First of all, their huge range (they cover many websites) is an advantage. They will be displayed, among others: in the form of clickable banners on websites, short videos on YouTube, text ads on Gmail. Google Ads will use the information and files uploaded by you to tailor the ad to a specific place on the web.

Another advantage is that you don’t have to create each type of advertising yourself – these are intelligent campaigns. During configuration, you send headers, videos, content of advertising messages, images, and Google creates various variants of ads on its own. People who want total control over how the ads appear) can create them themselves. For example, Google Web Designer can be used for this. You can read more about creating and uploading your own ad creative in the Google Help Center. However, if you choose responsive ads that automatically create, you will save a lot of time. Responsive ads can be dynamic or static.


Banner ads are a popular way to grab your visitors’ attention. They appear all over the page.

Video ads

These are short videos, although you can also show longer ads on YouTube. However, if they are not well structured, i.e. not humorous or not interesting, they are often omitted after a few seconds. You can create ads of various lengths and measure their effectiveness.

Full screen ads

This is the type of advertising that we often advise against. The user enters the website and before reading its content, a large advertisement is displayed to them over the entire area of the website, it may also have sound. Closing it requires finding the x button. These types of ads are often irritating.


Display ads can be effectively used for remarketing, i.e. re-displaying the advertising message to users who have already performed some actions, e.g. were in the store and abandoned the cart, or even just viewed the products. You can choose to use both static and dynamic remarketing.

Display ad conversion – measure performance

Display ads can be easily measured, i.e. check their effectiveness by determining conversions. Conversion is the goal you want to achieve through advertising, it could be, for example, making a phone call.

By measuring when you met your goals, you’ll see which ads were converting the most, which ads triggered specific responses. You can also use smart ad bidding, which is how your ads are priced to match your goal. You will also learn about ROI, i.e. return on investment, and you will find out how much profit display advertising brings you. Importantly, the data is very accurate. You will see who of the viewers purchased your product, even when the transaction took place on a different device than the ad was seen.

You can easily measure conversions after the so-called engagement impression, that is, check the behavior of users who, for example, saw your ad on YouTube. User actions only count as conversions when the user has seen the entire ad (if the ad is 10 seconds or less) or sees 10 seconds from an ad that lasts longer.

Google Display Ads – advantages

Display ads have a lot of pluses, so it’s definitely worth getting interested in creating them in addition to opting for search ads. It’s a good idea to divide your budget and see which ones are more effective and profitable. Of course, it is possible to compare it only if the configuration is done by a person with experience who will precisely select specific elements of campaign data. Here are the benefits of Google Display Ads:

– They have a more attractive appearance – they can appear in the form of interesting graphics and videos, so well-chosen files and headers are more eye-catching
– They can be used effectively in remarketing – e.g. with displaying photos of products from a given category that the user previously visited
– Display for specific audiences – you can decide which users will see your ads, for example by location, interests, demographics
– Broad coverage – a large number of sites on which they can appear
– You can easily measure their effectiveness

You can use display campaigns for many types of campaigns, including product campaigns and app campaigns.

Google Display Network – alone or with help?

Display ads are a bit more complicated than search ads. You need to not only properly define the target group, but also focus on the correct setting of other options. Coming up with catchy headlines, choosing the right graphics, preparing files for flexible campaigns … these activities take a lot of time. You have no experience in creating ads and want to make the most profit from online marketing? Choose cooperation with a specialist, preferably with our agency. Paraphrase Online are experts who care about the effectiveness of the campaign, have knowledge based on experience and are able to perfectly configure campaigns, measure the effects, and transform them so that they are as effective as possible.

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