What is GDN? Overview of Google Display Network for Newbies

Running ads on websites is always expensive and challenging work. But with the support of Google Display Network, abbreviated as GDN from Google Adwords, aka Google Ads, online marketing campaigns will become easier.

What is GDN?

GDN (Google Display Network) is a vast network of websites on the internet. GDN is a partner of Google, allowing advertisers through Google to place banner ads about their products and services on those websites.

Google Adwords (Google Ads) has two different advertising systems, Search and Display. You need to distinguish between Google Search Network and Display Network.

Google Search Network is the most popular form of paid advertising online, placing Ads in the “prime” position of Google. Users can easily see you when they search for keywords. Your ad will show up under organic search results. It also has less CTA content compared to other regular organic search results.

However, Google Display Network (GDN) is more passive. GDN inserts Ads into carefully selected websites. Users can see when shopping, accessing or reading news. This type of Google Ads leans towards images, banners, media and some catchy words.

Remember, 90% of the information processed by the brain is visual. So running Ads in this way can make customers remember longer and attract more attention.

Both forms of running Ads have their advantages and positions to create a sustainable PPC strategy.

Search Ads are most often used because placing Ads outside the search results page will immediately respond to the user’s search needs, increasing the chances of being clicked.

If a user searches for something, your ad is displayed right in front of them. That perfectly matches the query; then there’s a good chance they didn’t just click on the ad. They can even generate conversions right on your website. For Search, users are in the active search stage. So their purpose is to search for a specific topic, product/service directly.

Meanwhile, Display is more passive because users see Ads. They are not because of searching for a query that they accidentally see when visiting other websites. This form is similar to advertising in newspapers or magazines. It’s easy to scroll through to get to what you’re looking for quickly.

Therefore, when running Ads Display, you need to set a different mindset and result goal than Ads Search because the user’s thinking when encountering these two Ads is not the same. In short:

Ads Search targets an audience interested in your ads and items as soon as they see them.

Ads GDN changes the game in another way, showing up on pages outside of organic search results where the user is doing something.

Advertising on the Google Display Network allows you to appear on more than 2 million websites. It helps you reach more than 90% of Internet users – a huge number, right? Your ads will show on multiple websites, mobile apps, and videos. As for how the ad displays, it depends on how you set the campaign goals, for example:

Find related keywords and topics

Select specific websites and pages

Target specific customers based on their interests, demographics, and website history.

Note: Depending on the Targeting you choose, the Placement of Ads may or may not be related to your Ads content. You can show ads to users who visit your website using iPhones, Android, Tablet or Mobile App devices.

How does GDN work?

Contextual advertising

This is a trick based on your chosen keyword or topic to increase the chances of showing Ads on websites, apps, and websites with related content. Google is constantly analyzing the main subject of the websites that advertise.

Based on content, language, link structure and page structure. If your keyword or topic matches the website’s subject, Google ads will choose that website to post your ad.

Choose the correct website.

With Placement Targeting, you can select websites, videos and apps from Google Display Network’s website system to display ads. Still, Google will not automatically choose websites for you, such as keywords or topics.

Remarketing is also known as remarketing, advertising displayed to people who visit the website and save traces, suggestions to remind customers about the company’s products and services.

This trick, also known as Remarketing Ads, specializes in targeting users who have interacted with Ads, your website or your app. Aim to show your Ads regularly to this audience. Whatever stage of transition they are in.

Users who have only ever visited the website or clicked on Ads will also be included in the Remarketing list.

What is the reason for choosing GDN?

By this point, you probably have somewhat understood what GDN is and how it works. Now I will analyze why you should choose Google Display Network. Outstanding benefits of GDN for businesses include:

1. Access to users

What is GDN

The most apparent advantage of GDN is its comprehensive coverage. With more than 2 million websites registered for GDN, your Ads will have more chances to appear & click on.

Google Display Network in ng Google Ads helps businesses’ ads reach customers better.

While using regular Google Ads, Ads are only displayed when users visit Google and type in a specific keyword. If you use GDN, users will see your Ads even if they don’t search with Google. This is a massive advantage because more people will see your Ads.

2. Reduce CPC cost

Compared to Google Search, CPC on Google Display Network is usually cheaper. That means you can still target potential customers without spending vast amounts of money. GDN is an excellent alternative for those of you who want to save money.

3. Many prices to choose

PPC (Pay-per-click) is the most familiar way to pay when Advertisers have to pay per click. But with Google Display Network, you can change to CPM (cost per mile). CPM can be more profitable for advertisers because it costs per 1000 views rather than per click. This is the optimal way to save costs and increase ROI with effective Ads.

4. Image ads

Unlike regular Ads Search, which is all text, with GDN, you can use highly interactive images. Not only that, but you can also choose animations to make Ads more effective. Image Ads will significantly increase CTR and Conversion higher than plain text Ads when placed on the right website.

5. Remarketing ads

One of the most powerful features of GDN is retargeting ads, also known as Remarketing Ads.

all you need to know What is GDN

If you’ve never used this trick before, you’re missing out on an opportunity to not only convert customers but also save money. Let’s say a user came to your website through ad PPC but didn’t convert. Would you assume you’ve missed this lead and it’s time to move on to the following user?

With the power of retargeting, you can create new campaigns that target only users who have already visited your website. With GDN, the website will Tracking Users through Cookies and display your ads after users visit the website. This method is not only cheap but also can help you regain lost leads and make customers convert.

If your product does not show up when users surf the web, they will gradually be convinced and convert.

What are the disadvantages of GDN?

There are many reasons you should consider Google Display Network, but before you include these Ads in your ad campaign, you should also know some of the following disadvantages.

nhược điểm của quảng cáo google display network

1. Can’t control the Display of Ads

The first disadvantage is that you cannot control which websites will show your Ads.

Google always tries to place Ads on relevant websites, but it is not always accurate. Sometimes your Ads will show on harmful websites. While it’s possible to prevent which websites will post ads, you’ll have to manually add them to your campaign settings.

This means that you have to manually check 2 million websites so that Ads do not appear on malicious websites, which affects the brand image and brings in poor quality traffic.

2. Ads are not related to the website

Since you can’t control the website that advertises, you will have another problem of relevancy.

Google also constantly evaluates the content of the website to display Ads that match that content. But in reality, that’s not always the case!

Similarly, the only way is to filter and remove irrelevant sites in the campaign settings manually. Otherwise, the best way is to buy banners from the website you want.

3. You can’t regulate customer behavior

Another problem with GDN is that it’s hard for you to target specific customers.

Google Display Network

Google Display Network cannot target a specific audience

For example, if you have a TV business, you will focus on users who want to buy a TV and are looking for detailed information about this item. For Google Search Network, you just need to add a keyword like “buy TV” to the search term.

However, in GDN, it is not so simple. Your ad will show to anyone whether they want to buy a TV or not.

GDN. ad display formats

Many people often misunderstand that GDN only displays image Ads. But in fact, GDN will give you a wide choice of formats and sizes with Ads text, figures, images, media and videos.

Text Ads: GDN can run Text Ads like Search. Text ads include a title and two pieces of content and allow advertisers to write various content where copy generates the most clicks.

If it is an Image Ads – The metric image will cover the size of the Ad on the displayed website. You can add customer images, layouts and background colours to Ads images.

The case of Ads media: Interactive elements, animations or Ads vary depending on the audience and how they interact with Ads. For example, Carousel moves a series of products.

For Ads, the video became popular when Youtube was present in the Display Network. You can use AdWords to place Ads next to Youtube videos.

In addition, GDN has more than 20 understood ad sizes in different markets.

Google Display Network offers many different ad sizes for Marketers to choose from

Each website that signs up for Google’s ads will choose an ad size that matches its site’s layout. Therefore, if you want ads to run on many websites that meet many sizes of Ads, it is best to design Ads Display in multiple sizes.

Advertisers can post pictures, real photos and HTML5 Ads on GDN with the following sizes:

Squares and rectangles:

200 × 200 Small square

240 × 400 Vertical rectangle

250 × 250 Square

250 × 360 Triple Widescreen

300 × 250 In-line rectangle

336 × 280 Large Rectangle

580 × 400 netboard

Standing rectangle

120 × 600 Vertical Rectangle

160 × 600 High and wide rectangle

300 × 600 Half-page advertisement

300 × 1050 Vertical

Long rectangle

468 × 60 Banner

728 × 90 Long rectangle

930 × 180 Top Banner

970 × 90 Large long rectangle

970 × 250 Billboards

980 × 120 Panorama


300 × 50 Mobile Banner

320 × 50 Mobile Banner

320 × 100 large mobile banner

File Size Less than or equal to 150KB

You are required to design ads that are compatible with all of the above ad sizes. Otherwise, your Ads will be limited to appearing on GDN or even not showing up on certain websites. Image or media ads earn approximately 2x more CTR than text ads but occur less frequently.

The reason is that one block of Google can fit more than 1 Ad text but only 1 Ad image. So you need to outbid the maximum CPC of the text Ads that share the same block as the image ads at the exact location.

If you can’t build your image ads, you can use Google’s Display Ad Builder, but you need to incorporate a clear CTA and brand message into each ad, and the Ads design must be consistent with the creation of the website.

Set up a Google Display Network campaign

Step 1: Start the campaign

After choosing to create a new GDN campaign, the screen will display as follows:

Thiết lập chiến dịch Google Display Network

The first step is to choose whether to create your campaign or use a campaign designed by Google based on the goals you set out earlier. Today’s article will be directed to those of you who want to set up the campaign manually.

Note that the default setting is only set when you select a goal in advance. If you want to install it manually, click “No Marketing Objective”.

google display ads

Next, the screen will display similar to the Search side. You choose the geographic locations where your ads should and shouldn’t appear, your bidding method, your budget, your Ad runtime, etc.

Note Bidding’s default setting is Manual CPC with the Enable Enhanced CPC option.

quảng cáo google display network là gì

Consider enhanced CPC bidding.

This trick requires AdWords conversion tracking to be enabled. I’d rather manually manage the Bid than let Adwords do it for me so that I won’t check this box. The Display also has a location and phone number option, which you can choose to use or not.

The Ad Rotation setting also defaults to “Optimize for Conversions”. In this section, I also do not like to let Adwords decide whether to choose Rotate Indefinitely (Rotate Indefinitely) even though a warning will appear that your ads will perform poorly.

If you run many Ads, you need 90 days more than the “Rotate Evenly for 90 Days, Then Optimize” setting (i.e. rotate ads evenly for 90 days and then optimize) in Adwords.

Finally, the Ads run time, by default, 24/7. This setting is quite reasonable. Sometimes ads attract customers at confusing times, so you will miss many opportunities if you limit your time.

However, if Ads has a phone CTA, it needs to be accompanied by a hotline operating time to set the right time!

Step 2: Format Ads

The most significant difference between GDN and GSN is that Ads Display comes in many different display sizes, so it’s best to create a version of your Ads compatible with all available sizes and formats because you don’t know in advance that the ad size, which will be displayed and clicked on the most.


First, you need to create the image in the desired Ad size. Some Ad sizes are similar, like 300 x 200 and 336 x 280. This layout will be identical to Ads square, banner and skyscrapers.

When you’re ready to post your ad, go to +Ad and then select Image Ad from the drop-down list:

ads hình ảnh trong google display network

Select the ad image you want to run

To continue downloading ads, select Upload an Ad:

tạo ad mới cho chiên dịch gdn

Create a new Ad or upload an Ad.

Next is the display URL and final URLs (Display and Final URLs) input box; you can add tracking templates (Tracking Templates), custom parameters and other URLs for the mobile version.

cài đặt url hiển thị và url cuối cùng cho chiến dịch gdn

Display URL and Final URL settings

In this section, you choose to load more than 1 type of Ad with different sizes if you want them to have the same URL and tracking parameters.

Cài đặt tham số theo dõi url

You can set URL tracking parameters.

Designing your Image Ads and uploading them to AdWords will be more creative and exciting and control the quality and format of your ads. But if you can’t do it yourself, Google also provides a tool to create Display Ads based on Ads s built-in or by Wizard.

Responsive Ads

From the beginning of February 2017, you cannot create Ads text in GDN; it will be “Responsive Ads” instead. Responsive Ads automatically change the size, content and format to fit any ad frame.

For example, your Responsive Ad will be an Ad banner on one page but a Dynamic Text Ad on another page because the ad automatically changes to fit the website space and match your marketing goals.

Thus, Responsive Ads can increase coverage and influence but at the same time save you time. Now you have two choices to create Image Ads or Responsive Ads:


You will enter information for the Responsive Ad, including:

Short title (25 characters)

Long title (90 characters)

Description (90 characters)

Business name (25 characters)

Final URL

Download images

If you upload the image yourself, as long as the idea follows the instructions, you can post it directly, save the image and continue. However, if you want to get an image from a website or another image source, you will have to consider the ratio and size of the picture.

Step 3: Add a message

In a GDN Non-Marketing campaign, you need to shorten your message. Users are not intentionally searching for the item you advertise when Ads appear; therefore, the message should be brand-oriented rather than selling a specific product.

Many GDN Ads do not have a specific CTA. Instead, they are Ads that reinforce the brand image. Also, don’t cram content into Image Ads. Ads sizes are also very diverse and suitable for many different designs. Therefore, you should flexibly change the message content so that the text does not take up too much space in any size.

It is best to prioritize content that clearly distinguishes your advantage from competitors or follows trends such as summer air conditioning promotions to entice customers quickly.

Step 4: Landing Page

Ideally, each CTA or promotion should have a separate Landing Page to make investing in the right content & images and tracking user behaviour easier than simply navigating to the homepage.

In addition, on the Landing Page, there should be more than one CTA for users to interact with, such as calling, chatting or filling out forms. An important note is that you should design the message on the Landing Page clearly, quickly identify and match the content of Ads. You are paying per click, so prepare your landing page carefully to encourage users to take the next step.

Step 5: Targeting

If traditional Ads Search only mainly targets through keywords that match the query, Ads Display can target by keywords, topics, interests, demographics…

You also have control over where Ads are placed through Managed Placements. Here you can choose related websites to get closer to customers who are interested in that field. Once you have a list of managed placements, in the Ad Group screen, select “Use a different targeting method” → “Placements”.

chạy gdn là gì, Kinh tế kinh doanh

Then enter the websites you want to run Ads, and you’re done. Managed Placement can also show websites that your target customer group is highly likely to visit.

For example, the target customer group is mothers. You will want to place Ads at mom blogs or parenting sites. A highly effective method is to use two campaigns at the same time. One uses keywords/interests/topics, and one manages location. However, to expand your reach, you should start running a traditional GDN. Based on the case, then gradually narrow it down by removing unwanted pages individually or in clusters.

The categories of websites that are often removed from the GDN are 18+ pages related to law or politics.

To remove a website, go to the Topics tab in Targeting:

thêm topic trong targeting chiến dịch gdn, World Wide Web

Topics tab interface in Targeting

And if you don’t want to show ads on the app, add adsenseformobileapps.com to Placements.

quảng cáo mạng hiển thị, Công nghệ

Add Placement in targeting.

Keywords play the same role as in traditional Search, although keywords in GDN are often generic terms. For example, if the target customer reads blogs for mothers, the keywords to enter are mother, motherhood, children, babies. In addition, you can also insert Long Tail Keyword.

từ khóa trong GDN, Truyền thông quảng cáo và tiếp thị

Add keywords to target the right audience in GDN.

Keywords aren’t the part I’m most interested in. At the bottom, Google also suggests some keywords for you to include in a campaign similar to the Opportunities tag in Search.

quang cao gdn, Quảng cáo trực tuyến

Keywords suggested by Google.

Once you’ve added keywords to your Ad Group, you’ll see projected metrics:

gdn la gi, Thao tác trên các phương tiện

Below the Targeting options screen of GDN, there is always an option to find more users as follows:

quảng cáo gdn là gì, Mass media

Option to find more users in GDN

But I usually leave this box blank when starting a new campaign to avoid affecting the data. If you just want to target by keywords, click Save and Continue and continue with the Ad Group creation. If you want to add more options, press n go to Narrow Your Targeting Further. Here will have more sections Interests & Remarketing, Topics, Placements, Demographics.

google gdn, Công nghệ thông tin

Interests & Remarketing in GDN. Campaign Setup

Interests are interests evaluated based on the user’s Internet access behaviour, not the website they visit when Ads appear.

Topics are topics that users are interested in, divided into thousands of Subcategory:

quảng cáo hiển thị google, Kinh tế thông tin

There are thousands of Subcategories in Topics.

Adwords also allows targeting by Demographics (demographics). However, the data of Adwords will be more limited than that of Facebook, so the results will not be too accurate. For example, if I were targeting mothers, I would add demographics like the following settings:

google display network là gì, Các hoạt động của con người

Target by Demographics in GDN

Step 6: Don’t over target

Running Ads GDN takes advantage of comprehensive coverage or reaches the first layer of the Marketing funnel. Each layer of settings you add to Targeting reduces your chances of being seen or the number of direct responses.

Therefore, you need to clearly define the goal of the campaign to install the appropriate Targeting. My tactics are beyond position management. Whatever targeting method you use, start with broad and then narrow down. Expanding the scope will speed up collecting and researching data to know which target settings are good and which ones are bad.

Remember, GDN is different from Ads Search. The nature of this type is a wide range, not a specific goal, so do not limit Targeting to lose this advantage.

Step 7: Run the campaign
Everything is ready; now it’s time to start running the campaign and switch to management mode.

Like the search keyword report, in the GDN, you will have a list of websites showing your Ads. It is called “Automatic Placements” to decide whether to continue posting ads on these websites.

This list is very long, so I will sort by click to assess which website users will click on the most first.

chạy chiến dịch gdn, Thương mại điện tử

run GDN campaign, e-commerce
Parameters to sort websites by user clicks
After the first campaign, you will surely learn from the experience to apply more effectively for the next time.

Manually creating a file that removes pages that don’t fit the ads can be quite a feat. But if you do it from the beginning, it will save time for the next time. You can store this data in the “Negative Placement” list in the Shared Library.

quảng cáo gdn, Truyền thông kỹ thuật số

Step 8: Adjust Targeting

What if the first Targeting does not bring the expected Traffic or Impression?

As I mentioned, the reason may be that you are too specific in the goal when setting up. But don’t worry, as you can completely change the Targeting at any time. For example, for Managed Placement, you can add or remove each location immediately.

What if you set up too many layers of Targeting? You can remove it and see if the Traffic results are better after that. For example, you use keywords, topics, and demographics in Targeting. Then you try to eliminate one of the three and then observe the results to decide further.

Step 9: Check the results of running Ads

You can manage the effectiveness of Ads like traditional search ads. The interface is similar; you can test many different versions of Ad.

Since GDN has so many Ad formats, I usually start with 1 Ad of each size. From there, observe how each type of Ad will entice users.

For example, I see the Ad format (a) the most displayed and (b) the most clicked. Then I will create both versions of Ad and track the change when running 2 different types side-by-side. This job is quite complex compared to Search because Display has many image Ad formats.

Step 10: Consider choosing the suitable Ads

With Adwords, this is not simple.

But with a bit of creativity, you can guess which Ads will show on which pages. First, you need to list the custom parameters you will use in the Final URLs section. You can use custom parameters without a tracking template. I usually minify parameters or even encode them, for example:

Text ad = txt

Skyscraper = sky

Small square = ssq

Horizontal banner = hzb

To see this list in Placement, add a Custom Parameter tag column under the Attributes tab.

quảng cáo gdn là gì, Tiếp thị kỹ thuật số

Note: This setting does not apply to Ads Responsive. Because every instance of Ad has the same URL for all custom parameters.

Another way to get this data is through Google Analytics. To view Non-Responsive Ads specific Ad Creative IDs in Analytics. You add the custom parameter {Creative} to your Ad’s URL.

quảng cáo google display network, Không gian mạng

You should apply to all Non-Responsive Ads. The actual Ad Creative ID of each ad is then passed into Analytics. To view the data, you just need to:

Go to Acquisition >> AdWords >> Display Targeting

Select Secondary Dimension of Ad Creative ID

View specific locations

To find the ID of Ads, go to the Ads tab. You can add Ad ID and Ad Type to Modify Columns.

quảng cáo gdn là gì, chi phí cho mỗi hành động
quảng cáo gdn là gì, chi phí cho mỗi hành động
google display ads, Tin học

If you’ve already set up custom parameters in method 1, you can still use Google Analytics. GA aims to track user click-through behaviour of different Ad formats.

If you want to see Text vs Image Ad by location, you can load data from Dimensions in Adwords. To download the report:

quảng cáo gdn là gì, Thiết kế truyền thông

Download report in GDN

  • Click the Dimensions tab
  • Select “Automatic Placements”
  • Click on the box to download data
  • Add segment and select Ad Type
  • Download documents
  • Excel file includes location, Ads images, text and Responsive.

I hope with the above article you have an overview and can answer What is GDN?

Google Display Network (display network advertising) has extensive coverage, so you know how to manage it. Location settings will be an essential part of a successful GDN campaign. GDN also has many Targeting settings. But you should not overdo it and lose the real advantage of this form. Let’s expand the scope and audience from the beginning and then gradually narrow it down according to the results achieved.

For now, I wish you success with Google Display Network. Do not forget to combine Adwords with SEO to bring optimal efficiency to your marketing strategy.

Finally, don’t forget to update the latest AdWords changes right here!

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