Google Display Network

The Display Network reaches people across millions of websites and apps. Used carelessly it buys cheap impressions; used well it builds reach and brings back warm visitors.

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Google Display Network, my way

building blocks

KPIs

tools

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The building blocks

What goes into Google Display Network

Audience targeting
In-market, custom segments, remarketing and lookalike-style optimised targeting.
Placements
Managed placements and exclusions (apps, low-quality sites).
Responsive display ads
Asset combinations adapted to available space.
Brand safety
Content exclusions and placement audits.
Frequency
Caps to avoid over-exposure.

How I do it

The process

1
Audience
Define segments and exclusions.
2
Assets
Images, logos, headlines for RDAs.
3
Safety
Content and placement exclusions.
4
Optimise
Placement pruning, frequency.

Principles I follow

Exclude low-quality app and made-for-ads inventory from day one.
Review placement reports weekly and prune.
Use viewable CPM bidding for awareness; conversion bidding for remarketing.

Measurement

The numbers I watch

Viewable CPM
Cost per 1,000 viewable impressions.
Frequency
Exposures per user.
View-through conversions
Interpret cautiously.

Tools I use

GAGoogle Ads
G4Google Analytics (GA4)

What you get

Placement exclusion list
Audience plan
Display asset specs

Clicks without engagement

High CTR but near-zero engaged sessions.

Accidental app clicks — exclude app categories and mobile game placements.

Illustrative example

Is display good for conversions?

Prospecting display rarely converts directly; remarketing display often does.

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Google Display Network

What goes into Google Display Network

Audience targeting

Placements

Responsive display ads

Brand safety

Frequency

Reach & Frequency Curve

The process

The numbers I watch

Tools I use

What you get

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