Advertising with SWBR: Google Display Network

google display network

If you’re considering how a digital advertising campaign can benefit your business, you’ve come to the right place. Our Advertising with SWBR blog series provides insight into different advertising mediums and how they can be leveraged to effectively promote your business.

To kick off this new blog series, we’re going to explore the benefits of utilizing Google Display Network or GDN.

While Google may be best known for dominating the global search market (with a market share around 90 percent), the majority of its revenue comes from advertising. With roughly 85 percent of the company’s revenue dependent on advertising, you better believe this online search giant offers advertising capabilities to benefit nearly any company.

What is Google Display Network?

GDN is made up of two million-plus websites that collectively reach 90 percent of Internet users across the globe. These websites provide advertising space available to buy through the Google Ads platform. 

Advertising with GDN is very similar to buying ad space on your local news outlet’s website. In fact, advertising space on your local news outlet’s website is likely already being purchased through GDN. However, with GDN your ads can appear on a vast network of websites rather than being limited only to your local news outlet’s website. 

Still a little fuzzy? Think of it this way. Buying digital advertising space from your local news outlet is like buying one billboard location. Buying digital advertising space with GDN allows you to buy that same billboard location and two million other locations.

This key difference delivers significantly more opportunities to reach your intended audience in the form of impressions and clicks to your website.

Who will see your Google Display Network ads? 

The simple answer is as broad or niche of an audience you want. GDN provides a wealth of targeting options to narrow in on your ideal audience.

With GDN you’re able to target an audience with factors like geography, interests and demographics. Want to show ads to dads between the ages of 35 and 54 that are interested in cars and live within 10 miles of your business? GDN is for you.

With more advanced campaigns, you can target a custom audience based on specific keywords related to your business or even target people that are actively looking for the products or services you sell. Want to target people located in your city and are visiting websites that discuss mortgage rates or have recently spent time browsing homes for sale? GDN is for you.

Where do Google Display Network ads appear?

GDN ads appear on more than two million reputable websites. You’re likely seeing ads served by GDN every day. Next time you visit a website and are served an ad, look in the top right corner of the ad. If it contains a light blue “x” or “>” the ad is likely being served through GDN.

Those ads that follow you around the internet after you’ve looked at an item from your favorite online retailer? Yup, those are likely being served through GDN as well and are a form of remarketing.

Why advertise through Google Display Network?

There are countless reasons that make GDN a smart choice for your business. Here are a few of the big ones:

  1. Cost: Advertising with GDN doesn’t require you to break the bank and a campaign can be scaled to fit your budget.
  2. Measurable Results: Understand the impact on your business by tracking website actions (user sessions, page views, clicks, form fills, etc.) that can be attributed directly to your campaign.
  3. Audience Targeting: GDN targeting parameters are second to none, enabling you to show ads to a large broad audience or small niche group.

Does Google Display Network work?

Absolutely, it does! Here’s just one of many examples we can offer. Working with an industrial business-to-business brand, we were asked to infuse traffic into the website to ultimately drive increased e-commerce sales. We built a multi-channel campaign with Google Display Network at the center of our strategic plan, which helped drive six times more traffic to the website after initiating the display campaign to boost brand awareness. With the increased traffic, SWBR helped this brand increase e-commerce sales by 30 percent year-over-year. Plus, we generated a 240 percent increase in new visitor sales conversions.

As with most things in life, having the right partner is often the difference between success and failure with your digital advertising campaign. We’ve helped businesses of all sizes establish an effective digital marketing campaign and we’d welcome the opportunity to discuss how we can take your business to the next level. Get in touch with SWBR today or send me an email.




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Ernie Thomas



Advertising is in Ernie’s DNA as he’s a third-generation family member to join the business his late grandfather founded. With that pedigree comes an almost six sense of identifying the “it factor” needed to create campaigns that spark customers to action. Ernie (or ET) uses his outgoing personality to connect with clients to build strong collaborative relationships. He digs deep to uncover new opportunities that will make a measurable difference for each client’s business. A graduate of Eastern University and Saint Joseph’s University (MBA), he has the book smarts and experience to elevate brand communications with strategies that challenge the status quo. He’s always guiding Team SWBR toward the correct target audiences, smartest campaign messages, right digital channels and best traditional tactics suited to boost sales.

When he’s not working, Ernie enjoys spending time with his wife and daughter. He’s also an avid golfer still searching for his first hole-in-one.