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Google Display Network

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Digital Marketing - Study Notes:

What is Google Display Network?

The Google Display Network reaches over 90% of people on the internet globally, across 2 million websites. The GDN, as it's often referred to, allows advertisers to connect with their customers and potential customers with text, image, rich media, and video advertising. It can help you reach people while they're browsing websites, catching up on news, or even shopping, looking for travel inspiration.

In your advertising, you will choose to target people either based on the context, such as outdoor lifestyles, to particular audiences such as young moms, or particular locations, large cities or rural areas.

Also on the GDN, you can choose to remarket to people who've visited your website previously. These could be past customers to upsell a new product, or someone who visited your website without taking an action.

Campaign types on the GDN

You have two options when you choose to advertise in the GDN.

  • Search network with display opt-in allows you to show your search text ads across the GDN or display network only.
  • With display network only, this is a pure display campaign. It matches visual ad formats with your context or audience settings.

Something to be careful of is each campaign choice gives you the option for a smart campaign, where the system will choose the right bidding or the right targeting. It is not recommended that you choose this because they can be very difficult to optimize and get the results that you want.

How does the GDN work?

When you begin building your campaigns, you can choose from three defined goals:

  • Awareness, giving you the opportunity to reach new customers
  • Influence consideration, educating your audience about your unique selling points
  • Drive an action, being strategic and putting a message in front of the right customers at the right time
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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Lisa Dunn

PPC Account Manager @ OMD Ireland

  • 6+ years’ experience digital marketing 
  • Expertise in PPC advertising
  • Experience in content strategy development, paid social, and display advertising
  • Work day-to-day across paid search, video advertising, and Google Shopping
  • Clients include telecoms and utilties, local Irish brands, large online retailers, and government agencies

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library


    Display and Video Advertising
    Lisa Dunn
    Skills Expert

    This module begins with the fundamentals of Display and Video advertising and demonstrates how to set up and manage a YouTube channel. It covers the ad formats available on the Google Display Network and YouTube and shows how to set up and manage Display and Video campaigns. It also explains how to apply audience and contextual targeting, exclusions, remarketing, and bid adjustments to target Display and Video ads at the right audience. The module concludes by identifying the key metrics and tools to use to analyze and optimize the effectiveness of Display and Video campaigns.