Glossary
Display Ads
Display Ads are visual, image-based advertisements that appear across websites, apps, and digital platforms within the Google Display Network and other ad networks. Unlike text-based Search Ads that respond to user queries, Display Ads are pushed to users based on audience targeting, contextual relevance, or retargeting signals — reaching people as they browse content, watch videos, or use apps. Display Ads support multiple formats including static images, animated HTML5, responsive ads that auto-fit available ad slots, and video. They are the primary format for brand awareness, demand generation, and retargeting campaigns, typically priced on a CPM (cost per thousand impressions) basis rather than CPC. The Google Display Network reaches millions of websites globally, making Display the largest addressable ad surface by reach. In performance marketing, Display Ads work best as mid-funnel and retargeting tools — they create and reinforce brand recognition so that when prospects eventually search, they are more likely to click and convert.