GDN: A Strategy to Increase Sales

Google provides ads in photo format across the Google Display Network or GDN. Today, we will explain what the Google Display Network, as it’s an important tool to help businesses advertise, retarget and remarket to drive sales amongst their target group. 

What is Google Display Network?

GDN stands for Google Display Network. It is a tool that distributes your ads on other Google partner websites. These can be in a text ad, banner or video format. All websites in the GDN must pass Google’s standards regarding quality and website visitor numbers. Currently, there are more than 2 million websites registered on the GDN.  

The GDN provides visibility to your target group without them directly searching for your product or service and allows them to visit your website and make a purchase or find out more information.

google display ads

Types of Google Display Network Ads

Google Display Network Ads can be divided into four types:

Text Ads 

Combining a headline, key message, and URL that links to the target page.

Banner Ads or Image Ads

These can be in different file extensions such as GIF, JPG, and PNG. You can adjust the image, background colour, and image on the ad.

Responsive Ads 

The image and video size and format will adjust depending on the user’s display.

VDO Ads 

Video clip ads are highly recommended, as YouTube is part of the Google Display Network.


Google Display Network Ad Sizes in 2023

Remember that image size affects how well your ad displays. Below are the recommended GDN ad sizes for 2023:

Square: 250 x 250 pixels

Square images perform well on desktops and smartphones.

Small Square: 200 x 200 pixels

This size is used to display ads in a smaller space.

Medium Rectangle: 300 x 250 pixels

This popular ad format fits most websites.

Large Rectangle: 336 x 280 pixels

This format is good for grabbing attention.

Full Banner: 468 x 60 pixels

The size can be placed on the left or right side of a website.

Leaderboard: 728 x 90 pixels

Create higher conversions with a horizontal format that captures the target group’s attention.

Large Leaderboard: 970 x 90 pixels

This large banner size is more ideal for the real estate industry than other types of businesses.

Skyscraper: 120 x 600 pixels

The vertical image displays less on the website because the context can be shown.

Wide Skyscraper: 160 x 600 pixels

This vertical image format is mainly for news websites.

Half Page: 300 x 600 pixels

Often used to clearly display offers and promotions using captivating visual artwork for the target audience to click on.


How to Use Google Display Network (GDN)

  1. Register a Google Ads account. 
  2. Click to create a new campaign. 
  3. Select the ad campaign purpose.
  4. Select “Display Network only” to fill in the campaign information, such as campaign name, language, and budget. 
  5. Fill in the information in the Ad Group, such as Detail Demographics, Affinity, In-market, Life events, Remarketing, Similar Audience, Audience Combinations, and Custom Audience.
  6. Select demographic and target interests such as gender, age, marital status, and household income.
  7. Choose the keywords, topic, and placement.
  8. After completing the information, upload the ads, and don’t forget to fill in the headline and description for the ads.

google display ads คือ

More About Display Ads and GDN

Google Display Ads can be divided into four types:

Keyword Contextual Targeting

You select keywords and then Google will display your ad accordingly. For example, if your keyword is ‘organic food’, and a user searches for these keywords and accesses a website that contains these keywords, your ad can also show on that website.


When the target group goes to a website with a remarketing tag, the user data will be collected, and when they visit other websites, they will be shown your ads again and again. 

Topic Targeting

This allows you to select the target and topic for your ads. For example, if an organic food brand wants to display ads to a relevant audience, it can do so by selecting topics such as health and fitness.

Placement Targeting

Placement targeting is the opposite of topic targeting as it instead allows you to select specific websites to reach your target audience.


What Is the Difference between GDN and SEM?

  1. Google Search or SEM involves advertising on a search engine. Your ad will display on the search engine results pages so that your target group can then click to access your site.
  2. Google Display Network or GDN shows ads in both text and display formats across Google’s network of partner websites.

Even though both display ads in different ways, they can be used to support each other. If the brand has enough budget to advertise using both GDN and SEM, it will increase visibility to promote the brand and drive sales opportunities.


Who Should Use GDN?

Google Display Network increases brand awareness and allows for remarketing opportunities making it suitable for the following businesses:

● New brands: to create brand awareness amongst the target group

● Existing brand: to push new product launches

● Existing brands who want to increase sales and influence consumers using retargeting and remarketing

Google Display Network allows you to filter the target group at each level, such as local, regional, and global. Moreover, the ads target customers at the right time and adjust according to their device, allowing marketers to ensure their ads reach the right people in the right way whilst staying within budget.



Google Display Network (GDN) allows brands to generate brand awareness with a limited budget, increase sales opportunities and reach out to target groups to encourage future purchases.

If you’re interested in finding out more, contact Primal Digital Agency to receive advice from our professional team of digital experts.