The Google display network has a reach of 90% of all internet users and is the world’s largest online display advertising network, expanded across two million sites. This network refers to a large number of websites and apps where advertisers are able to promote their business’ products and services.
Google display network ads are creative ads usually in the form of images or videos that will take users through to an advertiser’s website when clicked on. As Google display ads are typically presented to online users as they are browsing sites, rather than when they are conducting a search, display campaigns are often used more for building brand awareness compared to generating results or maximising conversions.
Advertising on the Google display network has its pitfalls, with display campaigns often achieving lower click-through rates and quality of traffic compared to search. Although display advertising is sometimes seen by advertisers as a risky strategy, an expertly implemented and well-executed display campaign can prove beneficial for online advertisers.
Whilst there is a risk for display campaigns to rack up a lot of clicks quickly, cost per click for display campaigns are generally lower than that of search campaigns (30% on average). Display advertising also allows marketers to advertise with a much larger reach and make their business visible online to a vast quantity of online users, and therefore achieve considerable increases in site traffic.