Build Your Online Brand with Google Display Network

Written on 02 December, 2021 by Melissa Toh
Categories Conversion Marketing Pay Per Click PPC

The Short Guide to Google Display Network

  1. What is Google Display Network?
  2. How can display Google Ads build my brand?
  3. Google Display Network vs Google search
  4. Suggestions for using Google Display Network


Sometimes you have a simple tactical message to impart to your potential customers – an offer such as 20% off. Other times your message is more complicated. You want your display marketing to tell a richer and more complex story. That’s when Google Display Network steps up as one of the most powerful and effective online brand building display networks around. The Google Display Network is, first and foremost, a tool for prospecting and brand awareness.

What is Google Display Network?

The Google Display Network is a network of millions of sites where advertisers can feature digital display advertising. According to Google, display advertising ads on the Google Display Network can reach 90% of users worldwide. That’s an impressive ads network! Whether you’re just checking your Gmail or watching your favourite videos, the Google Display Network will display Google ads it deems relevant to you.

How can display Google ads build my brand?

The Display Network allows advertisers to feature visually rich media display campaign ads featuring imagery and animation rather than plain text communications. We know that visual imagery is a more powerful marketing tool. Visual display ad formats enable the faster processing of content and impart nuance in the messaging. This capacity is beneficial when engaging in brand positioning.

how can display google ads build my brand

On the Google Display Network, you can target in two ways: remarketing or prospecting. Remarketing involves communicating with users who have engaged with the website in the past. Prospecting enables brands to build awareness with users who have no previous knowledge of the brand, products or website.

Read here to find out how to hit the right audience with your Google ads.

Google Display Network digital campaign vs Google search

Key differences between Google Display Network and Google search:

  • As expected, the Google Display Network reports a much lower CTR, probably less than 0.5%.
  • The Google display advertising is incidental to the user’s journey – their primary interest is the website they are visiting.
  • With the Google display network, various targeting options are available outside of keywords that span millions of websites. These options provide tighter, more focused targeting of the advertising display campaign.

Suggestions for using Google Display Network to build your online brand

There are several ways you can use the Google Display Network to prospect for new customers and build your online brand:


Follow those customers who have interacted with your brand in the past as they visit other sites. The more visitors see your display ads, the more likely they will engage with your business again.

Use managed placements

It is possible for you to select the sites targeted with your Google display campaign. You control the targeting. Start with no more than ten domains that are relevant to your product or service. If the Google ads display campaign does not perform, refine your target site list. Eventually, you uncover target sites that work for your brand.

Create ads that are simple and visual

Visual display advertising campaigns work harder in building strong brand perceptions.

Monitor, refine and persevere

using google display network for online branding

Continuously monitor your online display advertising and be prepared to adjust your campaign as you go along. You should regularly evaluate your search data and keyword bids. It’s essential that you know you’re reaching the right audience and at the right time. The critical metric for branding strategies will be impressions.

Start building your online brand today

The Google Display Network can be very effective in building your online brand. It is usually cheaper to execute than Google search but is less tactical in approach. A campaign designed using the Google Display Network provides a massive reach for your brand and an excellent means to remarket and reinforce brand positioning amongst an audience that has visited your site.

For more information about the brand-building power of Google Display Network, please get in touch and speak with one of our expert team members.

If you simply do not have time to invest in creating a cut-through digital ad display, why not contact us and find out how we can help.

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