Google Display Ads and the Google Display Network

Google defines the Display Network as "a group of more than 2 million websites, videos, and apps where your ads can appear." It also says Display Network sites "reach over 90% of Internet users worldwide", a figure Google sources to Comscore.

Your ads show in ad spaces on those sites while people read, watch or play. That is the core difference from Search: nobody asked for your product, so display ads are better at reminding and introducing than at catching a buyer mid-search.

Responsive display ads are Google's default. You upload images, logos, headlines and descriptions, and Google builds ads that fit almost any space. Uploaded image ads are finished images you make at exact sizes. Our Google ad sizes guide lists every size and spec.

Google splits it in two. You can target people, like audiences or demographics (people who visited your site, or people in the market for a product). Or you can target content, like keywords, topics or specific websites.

Each targeting layer narrows your reach. Google's example: women actively looking to buy a house is a smaller group than everyone in-market for real estate. Adding more items inside one targeting type widens it again.

Optimized targeting can also look past your picks for people likely to convert. And each targeting setting can be Targeting (narrows who sees the ad) or Observation (only reports). See audience segments.

You can pay per click, or per 1,000 viewable impressions with viewable CPM (vCPM). Google says vCPM is for when "you care more about your ads being viewed than about clicks", and that for online sales, Maximize clicks or Maximize conversions bidding "may be a better option". See cost per impression (CPM).

Google says Display campaigns "have a new home as Google Display Network (GDN) in Demand Gen." A migration tool started rolling out in June 2026. Later, new Display campaigns can only be made in Demand Gen, and remaining eligible campaigns move automatically. Your reach on the Display Network "remains the same". Read more in Demand Gen.