Google Ads

Google Display Network

Advertising on Google is much more than just text ads in search results. In addition to the search network, Google Ads also consists of an advertising network called the Google Display Network. On this network, you can control text, banner and video ads in various formats for computers, tablets and mobiles. You can advertise worldwide to segments you define yourself. The result is measurable, and you can constantly adjust your activities.

The Google Display Network has some very clear advantages. The network consists of over two million websites and 650,000 apps and reaches over 90% of global internet users. This makes advertising on the Google Display Network interesting for many companies.


This is how the Google Display Network works

Advertising through the Google Display Network has some significant advantages over other advertising networks. The Display Network can be of interest to companies that already use banner advertising or who want to work with an advertising network with full transparency and good optimisation opportunities.

When advertising through the Google Display Network, you have good opportunities to segment your ads. In this way, the message becomes as relevant as possible to the target audience. This, in turn, provides improved results when looking at clickthrough rates and conversions such as sales, lead generation and other interaction between the user and the business. High relevance brings benefits in Google’s auction.

Google Display Ads competes with other advertisers for the ad space. You choose CPC (cost per click) where you pay per click or vCPM (cost per thousand visible impressions). You have a daily budget per campaign, but you are not guaranteed to be seen all the time. An impression occurs when the ad and target audience are most relevant and when the budget allows.

If you want more traffic to your website, it is often an advantage if you work with CPC bids. If you want to increase brand awareness, it may be a good idea to use vCPM where you pay for visibility. An ad is recorded as visible when 50% of the ad is shown so you do not pay for ads that are outside the user’s visible screen.

When building your campaigns on the Display Network, you should set up a campaign for each goal, theme or budget. During each campaign, you set up ad groups and ads that target the segments you want to show the ads for.

All ads have a link to a landing page on the site. The landing page and the message in the ad should be related and should be as relevant to the target audience as possible. In addition, it is an advantage if you have worked with the user experience and the opportunities for conversion on the website.

Advantages with the Google Display Network

  • Increased brand awareness through visual ads
  • Increased traffic to the site
  • Ability to pay per click (CPC) or for impressions (vCPM).
  • Everything can be tracked so you can optimise your ads with a specific goal
  • Ads are shown where the target audience is
  • It is possible to use retargeting
  • Good opportunities for segmentation ensure a high relevance between ads and target groups
  • Full control of the daily budget

Segmentation on Google Display Network

To optimise the relevance between the ad and the target audience, Google works with various opportunities for segmentation. Basically, you work with content and / or behaviour. All segmentation methods can be combined to get as precise target groups as possible. You can also work with bid strategies and budgets specifically for each target group to optimise their results.


Google retargeting can be set up on both Display and Search and is used to control ads in relation to user behaviour on a website or app. In addition to directing ads to users who have a particular behaviour, they can also exclude users in campaigns. Then you choose instead to not show the ad to a selected group. The lists used for retargeting can be set up through Google Ads. They can also be set up in Google Analytics where you get more opportunities for detailed segments.


You can choose to control so Google Display ads appear on websites with a specific content / theme. A link between the content of the ad and the site theme where the ad is displayed can be beneficial to the target audience’s experience of the ad.

It can be a good idea to segment by content if you want to reach a broad audience. For example, if you sell interiors, you can gain high visibility on websites that focus on furniture and furnishings.

Optimising ads

Just like other forms of digital marketing, you need to optimise your Display campaigns. Bid price, segment and landing page are the most important parts to optimise, but also the allocation of budget between campaigns can make a big difference in relation to the result. One should always optimise the campaigns against their goals and the more data you have collected the better. Tracking results is always important and using Google Analytics can benefit from KPIs and behaviour.

Managed placement

If you want control over where the ads are shown, you can choose to segment by “managed placement”. This method allows you to select websites or apps where you want your ads to appear. All that is required is that the site is part of Google’s network. If you choose this method you will often experience higher prices than other methods of segmentation, especially at the beginning of a campaign.

User behaviour

If you want to reach a target audience with a particular behaviour, you can segment by Google’s definition of users. When you target your ads to relevant users, chances are you see improvement. In addition to using retargeting, you can control your ads in relation to the user’s interest. You can also target ads to users who are ready to make a purchase based on their behaviour online.


Google Display lets you advertise with text, banner and video ads. You can expect better results if the advertising message is relevant to the target audience. It is always good to test different variants of their ads and then compare what works best.

If you have a web shop, you can set up dynamic ads and add a target audience for retargeting. Dynamic ads select and display the products that the user has clicked on in the webshop without buying them. This makes the ad very relevant to the user.

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