Google Display Network

Google Display Network is a channel of display and video advertising allowing advertisers to serve display and video ads to the target audience through Google Ads interface.


Campaign types on the GDN

  • search network with display opt-in: reaching people as they search in Google and visit sites in the web
  • display network only: ads are matched to websites and mobile apps including content related to the advertiser’s business or to customer’s interest


Google Display Network:

  • builds awareness: reach to prospects on every stage of the customer journey
  • influence consideration: finds the right audience across millions of available websites
  • drives action: puts the right message in front of potential customers at the right place at the right time


Display ad formats

  • text ads
  • video ads
  • image ads
  • responsive ads
  • rich media


Types of ads

  • text ads appearing on the websites
  • image ads appearing on the websites
  • video ads on the websites
  • ads on the mobile websites


How to create a mark in the ad?

Trademark: ALT + 0153

Registered: ALT + 0174

Copyright: ALT + 0169

Using a trademark increases conversion rate

Ads should always have a button to click. They should be humorous, numerical reference attracts views. Connection with the customer should be done on emotional level.


Display ads file types

  • non-animated image ads: GIF, JPG, PNG, SWF, ZIP. Images measured in pixels. Max size is 150 kb
  • animated image ads: GIF, max 30 seconds. Can loop. Frame rate: slow, not more than 5 frames per second. Max size 150 kb
  • animated HTML5 ads: ZIP containing HTML and related files, images measured in pixels, max size 150 kb


Display ad sizes

  • banner: 468 x 60 px
  • leaderboard: 728 x 90 px
  • square: 250 x 250 px
  • inline rectangle: 300 x 250 px
  • small square: 200 x 200 px
  • sky scraper: 120 x 600 px
  • wide sky scraper: 160 x 600 px


HTML5 image ads vs animated image ads: HTML file is the recommended format to create animated ads.


Video ad formats

  • TrueView in-stream (Skip an Ad in Youtube)
  • TrueView video discovery
  • TrueView shopping
  • Universal App Campaigns (promoting an app)
  • Premium buy by Masthead
  • Premium buy Universal Ad Campaigns


Creating display and video campaigns

For every campaign there must be set up basic settings:

  • geographic targeting: area of the city or country which needs to be targeted
  • language targeting: the language of the customers
  • device targeting:mobile, tablet or desktop


Delivery settings

  • standard delivery
  • as schedule
  • ad rotation
  • accelerated delivery
  • frequency capping


How to create a display campaign

  1. Go to the campaign level
  2. Click on the + button and select a new campaign
  3. Select a goal for this campaign
  4. In the section of campaign type select Display
  5. Select standard display campaign
  6. Set the settings of your campaign
  7. Create an ad group
  8. Create an ad
  9. Click save


How to create Responsive Display Ads

Those ads will be running on the Google Display Network. Creation needs following steps:

  1. Select Display campaigns
  2. Select Ads and their extensions
  3. Click + button
  4. Select Responsive display ad
  5. Select an ad group
  6. Add visuals and save them
  7. Fill the ad information
  8. Preview the potential ad
  9. Save your work

Considerations for the responsive ads: appearance, messages, call to action button, multiple ad placements


How to create image display ads

This are the basic display ads. To create them is necessary:

  1. To select a display campaign
  2. Select ads and extensions
  3. Click + button
  4. Select “Upload display ads”
  5. Upload the ads
  6. Save the work

Important guidelines for manual ad creation: always upload the correct size dimension, do not exclude sites allowing only text ads.


Linking YouTube with Google Ads

To do so, follow the steps:

  1. Sign in to YouTube
  2. Go to your channel
  3. Go to the Creator Studio
  4. Under channel click the advanced option
  5. Under Google Ads linking option click the link of Google Ads account
  6. Follow displayed instructions and click Finish
  7. Approve the request from the side of the Google Ads

To do that in opposite direction (link Google Ads with the YouTube) follow the steps:

  1. Sign i to Google Ads
  2. Select Tools
  3. Select Linked accounts
  4. Navigate to YouTube section and click Details
  5. Click on the + button
  6. In the section “Link a YouTube channel” enter your URL
  7. Follow the instructions to finish the process
  8. Approve the request from the side of YouTube channel

There are four benefits of linking Google Ads and YouTube channel:

  • views can be counted
  • remarketing can be applied
  • CTA overlays
  • increase the engagement

How to create a video campaign

It is simple, just:

  1. Get to the campaign level
  2. Click on the + button and select new campaign
  3. Choose a goal for the campaign
  4. Choose video type
  5. Select standard display
  6. Choose campaign settings
  7. Create an ad group
  8. Create a video ad
  9. Save your work
  10. Add basic requirements and ad serving settings

The ad can be created as a TrueView discovery ad and can be accompanied by a companion banners. It can be also a bumper ad.

Video ads can be created with following tools:

A campaign can be created as well as an universal app campaign.


Targeting display and video campaigns

Targeting allows to place the right ad in front of the right people on the right websites.

To get ideas the best tool to use is google display planner.

Targeting can be:

  • by audience: consumers with predetermined target market, who are identified as recipients or targets for a particular message or advertisement. Audience targeting can be:
    • demographic: by gender, age, income, parental status
    • affinity audiences: interest profiles and life science. Those are people who have show affinity for the product or service in their behavior in internet
    • in-market: people likely to be about to purchase. Those are people who are actively shopping and searching for a service or a product
    • re-marketing: previous visitors of the site or app users (on mobile)
    • similar audiences: mirrored audiences based on the possessed lists. Those are people who are similar to the remarketing list or video viewer list, based on the online behavior
  • contextual: matching a content of a website to the service or product
    • by keywords: targeting the audience on the basis of content or search terms. Always relevant keywords only, keywords tightly structured by theme, awareness of match types
    • topics: targeting the audience through the content (broad range) and websites which are related to the content chosen by the advertiser. Ads are placed on web pages with the content related to the topic of the advertiser. Topic targeting can be added in the following way:
      • On the campaign level click ad groups
      • Select + button
      • Select content targeting tab (below audiences and demographics)
      • Select “Topics”
      • Follow the instructions to set up the ad correctly
    • placements: audience is targeted by specific channels, apps and websites. Managed placements: A place (a video on youtube or a specific site on the Google Display Network) can be selected. Either the whole site or particular pages can be targeted. Automatic placements: Google Ads selects itself where the ad will be displayed.  This action will be reflected as automatic placements in the statistic table of the placements tab.

How to add ad placement targeting to an ad group

  1. On the campaign level click Ad groups
  2. Select Placements and click pencil icon
  3. On the drop down menu select Edit placements
  4. Choose your ad group
  5. Write the name or the URL of the placement
  6. Choose Enter multiple placements if you want to add multiple placements at once
  7. Save your work


Refined targeting

A campaign can be refined by combining contextual and audience targeting at the level of an ad group.


Observation setting

It is an optional feature which allows to get reports on criteria without restricting the reach of an ad group.To add an observation to a campaign it is necessary to follow the steps:

  1. On the campaign level click ad groups
  2. Select Keywords, Audiences, Placements or Topics
  3. Click on + or the pencil to add or edit the existing targeting
  4. Select Observation option
  5. Choose the criteria you want to add to the observation
  6. Save your work


Refine where the ads show

The intelligent way to manage where the ads will be shown is to use exclusions. The content exclusion can be applied on: audiences or remarketing lists, demographics, topics, keywords and placements.

To add the content exclusion:

  1. On the campaign level click Ad groups
  2. Select Settings and then Advanced settings
  3. Click Content exclusions
  4. Choose the content exclusion you would like to apply
  5. Save your work


It is a process of showing ads to people who previously visited the website or got engaged with the content on youtube.


  • increases likehood to buy
  • reaches the customers
  • drives ROI
  • has really a large scale reach
  • it is tailored to the goals
  • has efficient pricing scheme

Methods of remarketing can be:

  • standard: past website visitors
  • dynamic: will include products viewed before on the site
  • mobile apps: past visitors
  • video: people who interacted with single videos or channel
  • email lists: matches customers with emails and shows ads

How the remarketing technically work?

  • first a code needs to be added to the website
  • then the code places cookies on the users browser
  • the cookie ID is added to the remarketing list
  • lists are based on website or page, product views or cart views

Remarketing in Google Analytics

  • is easy to implement
  • has more options
  • separates not required tags
  • gives more in-depth data



  • default bids: no specific bids and ad group is by default
  • custom bids: either Max CPC or vCPM, bid per specific targeting, overriding default set up
  • bid adjustments: increasing or decreasing, from -90% – 900%
  • specific day, location or device

Bidding strategy

  • it is an opportunity to be the most competitive when it matters most
  • the bidding strategy can be aligned with the advertising goals
  • multiple bid adjustments can by applied cumulatively

With the video bidding strategy there are some points to remember:

  • over half of the content is viewed on the mobile
  • shorter videos perform far much better
  • there is an increase in popularity of vertical videos
  • screen sizes and devices specifications need to be taken into consideration

Netfilix had a good approach: experimented with its ad length, measured impact of each video format, tapped into a challenging market.


Measuring and optimizing video and display campaigns

Display metrics:

  • impressions
  • clicks
  • CPC
  • CTR
  • vCPM
  • Conversions
  • Conversion rate
  • View-through conversions
  • Reach and frequency

Video metrics:

  • viewable impressions
  • views
  • view rate
  • CPV
  • clicks
  • CPM




There are pre-defined reports available. To display campaign performance follow the steps:

  1. Select Reports
  2. Choose Predefined reports
  3. Choose Audience or Topic from the Display/Video menu (or Basic menu)
  4. Apply filter by Campaign, Ad group, or another metric
  5. Adjust date range or change chart type (table, line, bar chart)

Performance is analyzed by: impressions, clicks, CPM, cost

Viewability is analyzed by: viewable impressions, average viewable CPM, viewable rate

Conversions are analyzed by: viewable impressions, conversions, cross-device conversions, view through conversions

Competitive metrics are analyzes by: display impression share which is lost due to a budget or rank


Follow on effect

When the display or video campaign has a follow-on impact on the website.


Video campaign performance

  • select a metric group
  • choose a dimension to analyze
  • add secondary dimension
  • sort the table by the most important metrics

Campaign optimization

Display campaigns: rotate and test creatives, adjust bids accordingly, monitor daily budget and test targeting with observations option.

Video campaigns: play with CVP bids: increase/decrease, adjust targeting to meet the daily budget, amend or expand targeting, adjust ads and schedule delivery