Introduction

The Google's Display network (GDN) helps advertisers reach a greater audience through ads that show on websites outside of Google.com, such as news, blogs, and a variety of popular or niche websites. The Display network can be a great supplement to search campaigns. It helps advertisers reach customers who may not be searching for products and services, but can still be enticed by relevant ads as they browse the Internet. A well-executed display campaign can lift your search performance and helps build trust as people move through the purchase funnel.

Before creating display campaigns, define who you would like to reach. As a best practice, always keep search and display campaigns separate, so that you can use separate budgets and analyze and maximize each network's potential.

If you are mainly interested in branding, you have the option to pay for impressions on GDN through maximum CPM (cost-per-thousand impressions) bidding. With CPM bids, you pay for impressions rather than...