Google Ads

What Is GDN on Google Ads? Unlock Your Ad Potential

What Is GDN on Google Ads

Did you know that over 90% of all internet users see ads from the Google Display Network (GDN) every day? That’s right — this powerful tool for online advertising is hard to miss. Plus, it can take many forms, from static banners to interactive videos, so its reach is massive.

But what exactly is the Google Display Network, and why is it so important for businesses looking to promote their products or services online?

Let’s discover everything you need to know about GDN, Google Display ads, and how to leverage both to increase brand awareness.

Table of Contents

What Is Google Display Network?

The Google Display Network (GDN) is a vast advertising network of websites, mobile apps, and videos where Google displays ads. It reaches over 90% of internet users worldwide and has over 24 billion impressions per day.

You can use GDN to show your ads to potential customers as they browse the internet or use mobile apps.

And unlike Google Search ads, your ads won’t be limited to Google Search results. They’ll appear on every web property on the Google network, such as YouTube, Gmail, and Google partner sites, allowing you to boost awareness and increase revenue by 10 to 20%.

How Does Google Display Network Work?

The Google Display Network uses a complex algorithm that considers factors such as search history, interests, location, language, and website content to determine when and where to display ads.

Here’s how this happens in real-time:

  1. You create an ad campaign on your Google Ads account and choose a targeting option that’ll help you reach the right audience.
  2. Once you publish your digital marketing campaign, the Google Display Network can determine users’ interests and show them ads most likely to catch their eye. It does that by analyzing a user’s search history, browsing behavior, location, device type, etc. 


If GDN determines a user is interested in your offer, your ad could show up. And if the user clicks on your ad, they’ll be taken directly to your landing page, where they can learn more about your products and make a purchase.

However, if they don’t click on your ad, the Google Display Network will continue to analyze their behavior and browsing history to deliver more relevant ads in the future.

GDN Ad Formats

The Google Display Network offers two ad types when it comes to increasing your reach. Let’s check them out below:

  • Responsive Display Ads

Responsive ads are an excellent option if you want to reach audiences across various devices and screen sizes. They use Google’s machine-learning technology to optimize their appearance based on the ad placement, the device used, and the user’s browsing history and behavior. 

Plus, responsive display ads can include a mix of text, image, and video elements, allowing you to display your products or services in various ways. 

For example, a user browsing on a desktop computer might see a large image with multiple product images and descriptions in a responsive ad. However, if they switch to their mobile device, they might find a simplified version with a single product image and a shorter headline.

  • Image Ads

Image ads are designed to grab user attention with eye-catching visuals. They can be static or animated and come in various sizes and shapes, including banner, leaderboard, square, and skyscraper ads.

You can use image ads to increase brand awareness, promote specific products or services, or offer special deals or promotions. These ads can be customized to match the look and feel of your website or brand, making them a seamless part of a user’s browsing experience.

GDN Prospecting and Remarketing

The Google Display Network generates millions of impressions per minute using prospecting and remarketing to target audiences. Let’s check them out below:

1. Target Prospects with No Prior Knowledge

With data on keywords, topics, and interests, you can target people who may not have heard of your business before but are likely to be interested in your offer.

For instance, if you sell outdoor gear like backpacks, tents, and sleeping bags, you can use several ad types to target keywords like “hiking,” “camping,” or “outdoor adventure” to reach users actively searching for information related to those topics.

2. Remarket to Users Who’ve Engaged with Your Website

By placing a remarketing tag on your website, you can target users who have already interacted with your business in some way, track which pages they’ve previously visited, and use that information to show them relevant ads as they browse the web.

For example, let’s say a user visits your outdoor gear website and looks at a few different backpacks but doesn’t make a purchase. By setting up a remarketing or display campaign, you could show them ads featuring the backpacks they viewed and a special offer to complete their purchase.

GDN Audience Targeting Options

targeting options in Google Display Network

Now that you know how you can use the Google Display Network to target your audience, let’s check out different types of contextual targeting methods you can use to appear on those three million websites in the Google Network:

  • Topic Targeting

topic-based targeting options in Google Display Network