A Simple Guide to Google’s Visual Advertising Network
When you’re reading the news, checking the weather, or scrolling a blog, you’ve probably seen ads for products you browsed days ago. That’s the Google Display Network at work.
Google Display Ads are a powerful way to stay in front of potential customers even after they leave your site. They’re visual, far-reaching, and built to boost brand visibility—but they work differently than Google Search Ads.
In this article, we’ll break down what Google Display Ads are, how they work, and when they make the most sense for your business.
What Are Google Display Ads?
Google Display Ads are visual ads—image, animated, or video—that appear on websites, apps, and YouTube videos that are part of the Google Display Network (GDN). The network includes over 2 million websites and reaches over 90% of global internet users.
Instead of targeting people based on what they’re searching, Display Ads target based on who they are, what they’re interested in, or what they’ve done online.
How Do Google Display Ads Work?
Google uses audience targeting, context, and behavior to determine where and when your Display Ads should show up.
Key targeting options include:
- Demographics: Age, gender, location, household income
- Interests: Based on browsing habits and content consumption
- Placements: Specific websites, apps, or YouTube channels
- Topics: Categories like health, finance, sports, etc.
- Remarketing: Show ads to people who’ve already visited your site
You can also use responsive display ads, where Google automatically resizes and adjusts your creative for different formats.
What Do Display Ads Look Like?
Display ads can appear in several formats, including:
| Format | Description |
| Static image ads | Simple banner ads with text and branding |
| Responsive display | Google auto-generates combinations from your assets |
| Animated/GIF ads | Light animations for added engagement |
| HTML5 ads | Interactive or dynamic creative (advanced use) |
| Video ads | Often used across YouTube or rich media placements |
Sizes range from small rectangles (like 300×250) to full-width leaderboards, skyscrapers, or mobile interstitials.
When Should You Use Google Display Ads?
Display Ads are best used for awareness, retargeting, or supporting other channels—not for direct conversions alone.
Great Use Cases:
1. Brand Awareness
Want to introduce your business to new audiences? Display Ads help get your name, product, or offer in front of potential customers while they browse online.
Example: A new skincare brand runs display ads on health and beauty blogs to introduce their product line.
2. Retargeting Campaigns
If someone visited your site but didn’t convert, Display Ads help you follow up visually across the web.
Example: A visitor abandons a cart—now they see banner ads for that same product on news sites or YouTube.
3. Promoting Visual Products or Services
Display Ads are great for showing off products, designs, events, or locations.
Example: A wedding venue uses image-based display ads to showcase their space to newly engaged couples browsing event sites.
4. Supporting Seasonal or Promotional Campaigns
Need to build buzz for a limited-time offer? Display Ads help spread the word fast to a wide audience.
When Display Ads Aren’t the Best Fit
If you’re targeting people ready to make a decision right now (e.g., “emergency dentist near me”), Display Ads aren’t ideal. You’ll get better performance with Google Search Ads, where intent is higher.
Display can drive assisted conversions, but rarely captures the final click in the funnel—so set expectations accordingly.
Display Ads vs. Search Ads: A Quick Comparison
| Feature | Google Search Ads | Google Display Ads |
| Targeting method | Keywords (intent-based) | Audience and context-based |
| Format | Text-based | Visual (image/video) |
| Reach | People actively searching | People browsing across the web |
| Best for | Lead gen, bottom-funnel | Awareness, retargeting, nurturing |
| CPC (typically) | Higher | Lower (but broader reach) |
Want to Launch High-Impact Display Ads?
Google Display Ads help you stay top of mind, build brand visibility, and guide warm leads back to your site. They’re not about direct-response performance—they’re about visibility, frequency, and smart targeting.
Used alongside search and retargeting campaigns, Display Ads create a full-funnel strategy that keeps your brand visible across every stage of the buyer journey.
At Root Company, we build display campaigns that don’t just blend in. Whether you’re launching a retargeting sequence or building awareness for a new offer, we’ll help you target smarter and design ads that get clicks.