Display Advertising

The Google Display Network or GDN is an advertising network that can enable you to reach over 2 millions users with highly targeted display advertising. You can target based on interests, demographic or ecommerce stage using remarketing tactics, across a wide range of websites including smaller publishing sites such as blogs.

What is GDN and how does it work?


The Google Display Network is an advertising network that serves text, video, image and rich media adverts across a variety of news sites, blogs and other niche sites across the Internet to reach more potential customers. Many traditional publishers – e.g. the FT, Daily Mail, Independent, The Times etc. – have advertising networks across their platforms, using cookies to serve relevant adverts. The GDN is unique because it allows adverts to be served on smaller content rich websites such as blogs, as well as these larger media websites.

Brand awareness

Generate awareness by putting ads in front of potential customers based on their location or interests. Position ads on websites or health blogs – whatever publication sector will resonate with your customers.

Sales retargeting

Increase sales by targeting users who have already visited a product page or added to basket. Send them ecommerce messaging so when they come to buy, it’s your business that’s at the front of mind.

Grow loyalty

Target ads to your best customers, whether it’s discount messaging or checkout reminders. Continually reminding only relevant audiences in relevant location about your business, products or services.

Search vs. Display Advertising

Before you get started with a Google Display Network strategy, it is useful to understand the differences between search and display. Display ads are ads that are shown (displayed) on any websites that are not search engines. These ads are often referred to as banner ads, although text ads are also part of display advertising.

Search marketing or PPC tends to be the first tactic in paid advertising because user intent is higher in search. While PPC focuses on user intent, display represents a more passive role as the person being shown the ad did not necessarily see it as a result of entering a direct query into a search engine at a specific moment (search queries can be used for display targeting though). Rather, that user is seeing your advert on an external website that they are visiting for some other specific purpose.

For example, when you’re checking your email and an advert about train tickets is visible. Exposure to advertising on external, or non-search engine sites, is more like the experience of seeing advertisements in a newspaper or magazine – you are more likely to scan around them or flip past them to access the content you were actually seeking.

While different digital tactics, PPC and display complement each other greatly. There is certainly a slight overlap in targeting due to how both can be set up and managed by the Google Ads platform. Both sets of adverts can target similar demographics, search queries and have a specific geographic focus or bidding strategy. The key difference is that search serves ads on search engines and display serves ads on partner websites.

Is GDN suitable for my business?


GDN advertising is suitable for businesses of all sizes. It is also suitable for ecommerce or service businesses. They key to effective GDN advertising is ensuring that your content and targeting are relevant to your audience. A lack of understanding with these and how the platform works means you won’t get the best value from your media investment.

The reach of display

Google’s Display network is the largest in the world, with 90% reach across all internet users worldwide. Source: SEMrush


What our clients say about us

Tribe Digital helped me set up a new website, which has been very successful for my company. Ollie was very efficient and helpful and assisted me throughout the process. Whenever I need to make further improvements they act swiftly and effectively.

Paul Dowen, East Devon Surveyors

The recipe box industry is a very competitive market space. We understood that in order to build exposure and stand out from the crowd we needed expert help. Emily and Ollie are both excellent at their jobs and continually keep us updated on campaigns and strategies so we know the best way to move forward. I would have no hesitation recommending Tribe to anyone else looking to improve their search and social media marketing.

Myles Hopper, Mindful Chef
You don’t know what you don’t know” & when it comes to digital marketing Emily & Ollie were able to explain what they could do for our business & how in a very easily understood manner. The follow up & reporting along the way have given us the confidence to continue with them. We have had amazing exposure & our business has really taken off.
Ros Debenham, Radiance MediSpa

Digital Marketing for Startups

We have worked with startups since 2015 and understand the complexity and constraints of launching a new organisation. We can help support your digital marketing ambitions and drive growth.


Just some of our capabilities



Can people find your business?



Grow a digital-savvy brand



Make every click count



Be where the people are



Good stuff delivered to your inbox



Tracking the actions that count

Our latest insights

Ready to talk?

Want to learn more?

Subscribe to our monthly newsletter and stay up to date with all our blogs and resources.