Display Network

Understanding Display Network Advertising and How It Works in Google AdWords

When it comes to online advertising, there are various ways to get your message across to potential customers. One of the popular and effective methods is display network advertising. It is a collection of websites and applications that allow advertisers to showcase their ads on their pages. Google AdWords, for instance, is one of the largest display networks out there with over 2 million websites and reaches more than 90% of internet users. This article breaks down the definition of display network advertising and how it works in Google AdWords.

What is a Display Network?

A display network refers to a group of websites and apps that marketers can advertise on through visual, audio, and video ad formats. As an advertiser, you can target your ads based on various criteria like demographics, interests, behaviors, and website placements. When you display your ads on a display network, you can reach a broader audience of potential customers who are browsing the internet, using apps, or watching videos.

How Does It Work in Google AdWords?

Google AdWords is one of the most popular display networks that offers an array of advertising options to marketers. Advertisers can create display campaigns that have various ad formats, including text, image, and video ads. To get started with display network advertising, you’ll need to create an AdWords account, set up your campaign, and select the targeting options that best match your ad goals.

Targeting Options

Apart from basic targeting options like age, gender, and location, Google AdWords has a vast range of targeting options that allow advertisers to reach their desired audience. One of the most popular targeting options is keywords, where you choose specific keywords related to your product or service. Google then displays your ads on pages that have similar content. Furthermore, you can target users based on their interests and behavior, based on pages they’ve visited in the past. Remarketing is another form of targeting, where you show your ads to users who have visited your website in the past.

Benefits of Display Network Advertising

One of the primary benefits of display network advertising is that it increases brand awareness and helps create a unique brand identity. Display ads can be visually appealing, and they stand out from other types of ads, making them more memorable. Another significant advantage is that it offers lower cost per click (CPC) than search advertising, making it a more cost-effective option. Display ads can also drive more traffic to your website, increase conversions, and overall, provide a higher return on investment (ROI).

How to Measure Success

Like every advertising campaign, it’s essential to track and measure your display network advertising results to determine whether your campaigns are successful or not. Google AdWords provides various metrics to examine, including impressions, clicks, click-through rate (CTR), and conversion rate. Measuring these metrics enables you to optimize your campaigns and improve your ads’ performance in the future.


Display network advertising is a powerful tool in an advertiser’s toolkit. It offers an extensive reach, lower cost per click, and numerous targeting options to reach potential customers. Advertisers can create visually appealing ads to improve brand awareness and drive more traffic to their website. Google AdWords is the most popular that offers an array of targeting options and a platform to measure success. If you haven’t tried display network advertising yet, it’s time to consider it as part of your marketing strategy.

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