Getting Started with Display Advertising

Google Display Advertising is one of the most powerful ways to get your marketing message in front of the right audience at the right time. The following Google AdWords Display Network tutorial can help make sure that your campaign gets off on the right foot.



Think about it this way: When people are actively seeking out your business, products or services, they commonly do so using the Google Search Network.

In the opposite situation – where you are trying to spread the word about those products or services to people as they browse the Internet – you will use the Display Network. Both tools accomplish the same result, but the person using the tool changes depending on the situation.


Ninety percent of people on the internet are reached via the Google Display Network. With two million plus websites, display campaigns can reach people while they are using sites like YouTube, Gmail and other applications.


As you get started with display, the most important question to answer first is “How does the AdWords display auction work?” AdWords uses an auction system to determine which ads to show to users, the order those ads will appear in and the price you’ll pay for the ad. In the context of the Display Network ad auction, several factors will impact the final placement of your campaigns, including your Quality Score for the Display Network and your initial “Max CPC (cost-per-click) bid.


There are a variety of Display AdWords formats that you can use depending on your ultimate goals. A few of those options include:

Text Ads

These feature simple text and are often designed to be as “short and sweet” as possible.

Responsive Ads

These are ads that automatically adjust their visual look and style depending on the type of device they’re being viewed on.

Image Ads

These can include both static images or animating GIFs that the user can interact with or follow a call to action.

Video Ads

These are often streaming video ads that are perfect for attracting attention and boosting engagement at a pivotal moment in the customer journey.


If you want to use Google Display Network targeting to make sure that your ads display in front of men in their 40s who work in car dealerships in Toledo, Ohio, who have already shown interest in at least one product or service like yours, the level of control offered by Display Advertising lets you do exactly that.

One of the biggest advantages of Google Display Network Advertising is the superior level of targeting. You can make sure that your ads always get in front of the right people at the right time by narrowing the reach of your campaigns down to criteria like:

  • Audiences and Demographics
    • Managed placements allow you to serve ads on specific sites your target audience may frequent, like local news sites, national publications, and very specific niche sites. You can also block sites from serving your ads.
  • Locations
  • Interests
    • Contextual Targeting is targeting based on keywords or campaign specific topics.
  • Behaviors and more
    • Remarketing – serve ads to people who’ve already visited your site or used your mobile app.Display Ad Targeting Examples

If you have additional questions about the Google Display Network, or if you would like to get your AdWords campaigns graded to increase effectiveness, please don’t delay – contact us today for more information.

Also, feel free to review the resources below to learn more about display advertising.

SEO Audit Checklist

Learn about the SEO Issues holding back your Website.
Request the Evolve Digital Labs SEO Audit Checklist.

Improve AdWords Performance

Get the Insight you Need to Improve AdWords ROI with just a Few Clicks.