Google Display Ads are a type of advertising that allows you to reach customers who have visited your website or another website on the Google Display Network.

You can use it for many purposes, such as promoting a product or service, driving traffic to your site, and more! 

This article will help you get familiar with Google Display Ads so that you can start using them in your marketing strategy.  Being familiar with Google display is a good thing, especially before you book a consult or talk with an agency. 

This will give you a basis for the way to use Google Display, as well as the jargon and lingo that gets thrown around. 

How do I use Google display ads?

Google AdWords is split into two networks, search and display. When advertising for search, businesses place text ads in the search engine results. For display, businesses instead place display ads on a huge network of sites across the internet.

What is a Display Network Ad?

A display network ad allows you to place ads in many places, such as websites and apps that have partnered with Google to show ads. You can use this type of ad for retargeting campaigns to get people back to your site, as well as to promote your brand and drive traffic.

What is the GDN?

Google Display Network (GDN) is another name for the display network. It includes both display ads and search-based ads, and is very common for retargeting or remarketing to your website visitors. 

What is a Remarketing Ad?

A remarketing ad allows you to show ads on the GDN, as well as across other channels like Gmail and YouTube, so your brand can be seen after someone has visited your site or expressed interest in something specific. These types of ads are great for brands that want to promote more than one product or service.

When people visit websites where your ad is displayed, they’ll see an option to click through directly from that site into whatever destination you choose (for example: Google Play or YouTube). You can also use keywords to target users who are searching on and other search engines as well.

Are Google display ads effective?

 Yes!  100%.  

If you have a product or service that you want to promote, Google display ads are one of the best ways to get your brand in front of potential customers.

Google display ads offer many benefits over other advertising channels, such as social media and Facebook.

For example, GDN is extremely targeted; since it’s a display network, you can show ads to your target customer based on their interests. Display campaigns are also easy to set up and manage from one central location with Google AdWords!

According to Google, the Display Network reaches over 90% of global internet users expanding over two million websites. The best part of using google ads is that is where your customers are in a buying cycle, or they’re looking to solve a problem.

Search ads are based upon keywords. Knowing the right keywords for your ads is one of the most important parts to having a successful ad.

You can also use remarketing ads in place of standard display network ads if you don’t want to spend money on sites where users are not engaged or looking at products similar to yours.

Virtually all digital marketers agree that remarketing is the place to start when it comes to google ads.

Remarketing should be your most profitable campaigns, but even this initial setup is often missed. A simple remarketing campaign takes advantage of brand awareness, most often with a display ad that reminds site visitors about your product or service.

If you’ve ever experienced “being followed” by a company you’ve experienced remarketing. Simply, remarketing is a method of advertising where you advertise to people who have already been on your site. These methods are extremely effective, but it’s important to keep in mind that remarketing is still dependent upon effective landing pages, even if they previously visited your site.

Google display ads offer the perfect balance between branding and direct response campaigns for companies looking to grow their business.

Where do Google display ads show up? 

GDN can be found on over 2 million websites, which reaches 90% of all global internet users.

This amount of volume means that there is always someone looking at the products or services you offer, and gives your brand a chance to connect with your target audience.

One of the main benefits of GDN campaigns over other types of digital marketing is that they can be very targeted. The ability to reach potential customers as soon as they’re in buying mode (or even before) is a powerful tool that shouldn’t be neglected.

A google display ad delivers the chance to connect with your users as they browse the web. Those little banners (that we all try to ignore) have been shown to be effective regardless if they are even clicked on.

The kind of brand development provides the opportunity for any business, and responsive ads, banner ads, and image ads deliver a number of different ways to keep your brand “top of mind”.

What two main ad formats can be used in a Google display ads?

A display had has two formats: image and text.

Now, most people intuitively understand an image ad, but 67.5% of ads on the display network are plain text ads! (

There are some pretty common display ad sizes, with the medium rectangle (300×250), and the large rectangle (336 x 280) being two of the more common ad formats used.

Like any campaign using Google ads, continuous monitoring and adjustments within the account are critical to increase ROAS over time.

With so much inventory available to Google display, excluding sites for your advertising is so critical that most agencies have a listing that they being with before a single campaign is built.

Our exclusion listing is currently more than 65,000 sites, and we refine this constantly.

Evaluating where your ads are being displayed is important, as you never know with a display campaign will show.

But, a display ad provides a network so large that no single advertiser can own it, so testing, evaluation, and refinement lead to breakthroughs that are not expected.

Leverage the top performing ad sizes, focus on mobile devices, and optimize the display ad campaigns for the KPI and value proposition that your offer delivers.

More revenue is an obvious goal, but the display networks enable you to use different targeting options and separate them into ad groups for testing: interests, topical targeting, and managed placements allow every business find their niche to build a display ad into larger campaigns.

3 Critical Mistakes To Avoid With Display Ads

1. Combining your display and search campaigns

If you’ve been doing paid search you probably know that combining search and display is not a good solution.

But this mistake happens most frequently simply because Google is trying to be helpful.

When you create a brand new campaign in Google Ads, they will automatically opt your search campaigns into display to help expand reach.

There’s a significant difference in market audience if they are actively searching Google, or just browsing the web.

For Google, it’s all about intent, and as advertisers we want to capture attention when your ideal clients are looking to act, which gives your business the best chance to turn them into new customers.

2.  Including remarketing audiences in your awareness campaigns.

Think about how you talk with a person you know, compared to someone you’ve just met. The message is framed and communicated differently, simply because you’re not a complete stranger.

Using Google ads and responsive display ads we’re able to put a different message in front of someone who has already engaged with your brand or business.

Since we’re talking about remarketing, we can now create ads and messages that are more direct and is able to prompt a specific action.

The message to a cold audience is much more general, and often related to their search results.

This is the exact reason we separate our remarketing campaigns from our search and display. The message is different, and we can position the offer with a more direct call-to-action.

 3.  Not using exclusions properly

We creating or updating your Google display campaigns, you have the ability to set content exclusions. Here are the default options that help display advertisers keep their ads on pages and sites that match their brand and affinity audiences.

Each advertiser can exclude websites, apps, or YouTube videos related to specific content types.

Many advertisers exclude the sensitive content at the account level. (Which can be found under “All Campaigns”, then “Settings” menus.

Running display ads is a very powerful platform, and there are complexities and nuance to make them profitable.

Using the right ad networks, running ads on mobile devices, and controlling your message to be in front of the ideal customer is a simple and effective strategy that every business can leverage.