Overview of the Google Display Network
Google has two properties where display ads are eligible to appear:
The Google Display Network
The Google Display Network is comprised of Google properties like YouTube, Google Finance, Gmail, and others that offer display advertising,
as well as a network of millions of partner sites on which you can place your ads.* Google has built out the tools and products needed to help you maximize results from both brand and product awareness campaigns and also direct performance campaigns that use display ads.
Through the Google Display Network, advertisers can access display ad inventory from publisher partners in our Google AdSense program and the DoubleClick Ad Exchange. Using Google AdWords or an approved third-party ad server, advertisers can place their text, image, video, or rich media ads automatically on relevant sites across the network. They can run these campaigns across the network by manually targeting placements or certain audiences.
Online video and game sites within the Google Display Network are also available to advertisers who want to extend the reach of their display campaigns even further. Advertisers can appear before, during or after a video stream (in-stream video ads), overlay a video or text ad on top of a video (in-video overlays), or run an image, video, or text ad at the conclusion of a video (end-cap ads). Ads are sold on an auction pricing model and can be managed through Google AdWords by selecting online video and game sites within the network.
*Not all products are available in all countries or regions.
YouTube
Display ads can appear on YouTube in two ways: through an auction-based model using Google AdWords, or through a reservation-based model where placements are purchased directly through YouTube ad sales. With Google AdWords, you can target your display ads to appear in, on, or around YouTube pages. With reservation-based placements, you have access to different YouTube inventory that is not available through a self-managed AdWords account, such as the Homepage. Pricing for reserved inventory is based on a pre-determined spend with higher cost commitments and an impressions-based reservation model.
The Value of Display Advertising on the Google Display Network
The Google Display Network is used by thousands of advertisers to reach users on hundreds of thousands of web sites across all publisher categories, from large, well-known sites to niche sites and audiences. Stated simply, the Google Display Network (GDN) will place your display ads against related content and audiences across thousands of sites.
Our job at Google is to make sure that marketers and agencies are armed with the best tools to help you plan, create, buy and target, and measure and optimize your campaigns.
•Massive Scale: With significant global coverage your message will reach more of your target audience, in more places, more often. The Google Display Network comprises both hundreds of large sites and hundreds of thousands of niche sites.
•Measurable Performance and Maximized Results: The Display Network delivers measurable performance for both branding and direct display clients; maximizing their results. For example, our research shows that when advertisers used the Display Network in combination with Search, the median advertiser has a Display Network cost per acquisition (CPA) that's within approximately 2% of their Search CPA. The Google Display Network also drives nearly 20% of total conversions for the median advertiser.*
•Contextual Engine: A key driver of the success is Google's ability to harness the power of the best contextual engine on the planet to place ads against the most relevant content. This enables you to find and connect with the most engaged audiences. Research shows that brand recall increases significantly when ads are targeted contextually v. non-contextually relevant.
•Custom Networks through Effective Targeting: Keyword contextual targeting, along with other targeting technologies available on the Google Display Network such as placement targeting and audience targeting, allows you to build and target to your own custom networks and to find and connect with the right customers more effectively and more often.
•Transparency, Actionable Insights and Value through Auction: In terms of campaign management, tools such as the Placement Performance Report, Conversion Optimizer, and Conversion Tracking provide complete transparency into what's working, and what isn't. This gives you the actionable insights you need to help you effectively optimize your campaigns.
With flexible pricing models (CPM, CPC, CPA) as well as the most popular Display Ad formats, and transparency into performance, the Google Display Network drives results every day for thousands of advertisers around the world.
*source: Google internal study
** source: comScore Key Measures Report, March 2009
*** Internal case studies
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