What is Google’s display network (GDN)?

Google AdWords has two networks. The Google search network, where searchers are actively looking for products and services (closer to the bottom of the buying cycle) and the Google Display network, where advertisers can expand their reach and brand awareness on a variety of websites, blogs, and videos. The GDN is closer to the top of the buying cycle.

The Google display network (GDN) is a group of more than 2 million websites, videos, and apps where publishers can display ads alongside their content (also see Adsense). According to Google, “Display Network sites reach over 90% of Internet users worldwide”.

The display ads that are setup in Adwords can be seen on the GDN distribution channels below.

  • Websites
  • Apps
  • YouTube Videos
  • Gmail Accounts

The types of ads that can appear on the display network will vary depending on the needs of the advertiser.

Types of Ads in the GDN

There are a variety of ad formats available in the GDN including:

  • Static Image Ads
  • Text Ads
  • Rich Media
  • Video Ads

Sizes of Ads in the GDN

There are 20 ad sizes that are eligible to be displayed in the Google Display Network (GDN). It is an Adwords best practice to create display ads in as many sizes as possible to get the most coverage. See the eligible ad sizes below. The most popular ones are highlighted in red.

Square/Rectangle

  • 200 × 200    Small square
  • 240 × 400    Vertical rectangle
  • 250 × 250    Square
  • 250 × 360    Triple widescreen
  • 300 × 250    Inline rectangle
  • 336 × 280    Large rectangle
  • 580 × 400    Netboard

Skyscraper

  • 120 × 600    Skyscraper
  • 160 × 600    Wide skyscraper
  • 300 × 600    Half-page ad
  • 300 × 1050  Portrait

Leaderboard

  • 468 × 60    Banner
  • 728 × 90    Leaderboard
  • 930 × 180  Top banner
  • 970 × 90    Large leaderboard
  • 970 × 250  Billboard
  • 980 × 120  Panorama

Mobile

  • 300 × 50    Mobile banner
  • 320 × 50    Mobile banner
  • 320 × 100  Large mobile banner

In addition to fixed size ads, Google also offers responsive ads that will automatically adjust their size and appearance to fit the available ad space.

Ad Targeting Options in the GDN

Here is a list of some of the targeting options that are available in the Google Display Network.

  • Placement Targeting – pick and choose eligible websites that match your target audience. One of the more efficient targeting methods on the Google Display Network.
  • Keyword Targeting – uses broad keyword matching. Google will serve ads alongside content that matches the targeted keywords.
  • Topic Targeting – choose from existing lists of page topics.
  • Interest Targeting – focuses on user interest instead of page topic.
  • Demographic Targeting – target age and gender.
  • Remarketing – target visitors who have previously visited specific sections of your site.

Combining the targeting methods above will improve efficiency, however, volume may be compromised.

Conclusion

The GDN is a top of funnel advertising network that Google designed to let advertisers put their message in front of potential customers who are not actively searching for your product or services.

Kevin Ladd
2017-05-11
May 21, 2017

Google AdWords has two networks. The Google search network, where searchers are actively looking for products and services (closer to the bottom of the buying cycle) and the Google Display network, where advertisers can expand their reach and brand awareness on a variety of websites, blogs, and videos. The GDN is closer to the top of the buying cycle.
The Google display network (GDN) is a group of more than 2 million websites, videos, and apps where publishers can display …

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