7 Top Google Display Network (GDN) Strategies

The Google Display Network (GDN) consists of over 2 million high-quality websites where Google can potentially place your text, video or image ads. The amount of people on the GDN equates to approximately 87% of all internet users. The great thing about the GDN is that you can target your audiences with keywords, intent remarketing and a couple of other ways which will cover later in this blog post.

To watch our video guide on our 7 Top GDN strategies watch it here

The biggest problem with GDN is and which is where a lot of people struggle is because it is such a massive network. It is the biggest network on the internet for running ads by a fair distance. Your budget can potentially be consumed or eaten up or wasted in a matter of minutes, hours or days depending on where you are targeting your ads.

Here are just a few of our top tips and strategies to use when running ads on GDN.


There are a number of ways you can run remarketing campaigns on the GDN, these include:

  • Website visitors remarketing ads – this is ideal for those who do not have large budgets or are just starting out. These types of ads are targeted to your warm audience, as they have already visited your website. You will need a minimum of 100 visitors in your audience in order to run the remarketing campaign, however, we would recommend you have around 500 people in your list to give Google enough data to work with and for you to start to see some results
  • YouTube Remarketing – You can run a remarketing ad on YouTube as a video ad. So those visitors who have visited your website or anyone who has viewed one of your videos will be remarketed too.
  • Dynamic Remarketing – This type of remarketing campaign works great for e-commerce businesses. To do this you need to set up your feed in the Google Merchant centre. So when someone looks at one of your products, that product’s ads will then be displayed to that person as they browse the internet.
  • Similar Audiences – we recommend you use this type of ad with caution! With Similar Audience, you can tell Google that you want a similar audience to the types of people who have visited your website or viewed your videos. This is often too broad, and for this reason, can use your budget quickly with little to no results. The way to use this type set up is to test it with a small budget if you get the results you want then scale it, if not then you can stop.
  • Customer Match – This requires a large budget of over $50,000 ad spend/month. With this setup, you can upload your email list and then remarket to these people.


TOP TIP: Don’t go too broad too quickly!

We recommend that you start with one type of audience before adding others into your campaigns. Start off with Placements then move onto other audience types such as Affinity, In-Market & Custom.

  • Placement – various locations on YouTube and the GDN where your ad can appear eg. relevant websites and apps that partner with Google to show ads.
  • Affinity – allows you to reach your potential customers based on what they’re passionate about, their hobbies and interests.
  • In-Market – Allows you to target people based on their recent purchase intent history.
  • Custom – Based on your campaign goal, you can reach users based on a number of factors including recent purchase intent, hobbies & interests, even the websites they visit. You can learn more about Custom Audiences from the Google Support centre here

Have realistic goals

As with all Google Ads campaigns, it’s very rare that you get results straight away, so give your campaigns at least 14 – 30 days to run before you look at the results. As your campaigns run, Google’s machine learning will gather more and more data allowing you to optimise your ads and get the results you want.

When you are setting up your campaigns always leave some budget for testing, as you will need to test various aspects of your campaigns to see which ones are going to work for you.

Budget Top Tip

If you use Google Ads Editor place apps as negative categories or placements. This will help to preserve your budget for the ads which will produce results. You can only do this in Google Ads Editor. Find out more about Google Ads Editor here

We hope you can see the value in running ads on the Google Display Network and how you can use it to increase your leads and sales. For more information on other elements of Google Ads please take a look at some of our other recent blogs.

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