The Google Display Network is so large that it reaches 90% of all internet users globally, and despite this, many marketing professionals feel intimidated and are filled with doubts when using this platform.
What is Google Display Network
If when browsing a website, playing a video game or checking your email you find an ad relevant to your tastes, you have most likely come across the Google Display Network.
This powerful system reaches more than 2 million websites , both those of the Mountain View giant such as Blogger, mytopcompares or YouTube , as well as other third parties, such as the websites that use AdSense and sites that participate in DoubleClick Ad Exchange , as well as more than 650,000 applications.
This huge network is capable of serving the ads of millions of advertisers to specific audiences , as its multiple targeting options allow you to strategically display your message to your potential customers in the right place at the right time.
Data from the Google Display Network (GDN)
In order to help advertisers solve some of their most common doubts about the Google Display Network, SEMrush has made an infographic that gathers the information from more than 40 million impressions of the most important eCommerce advertisers in Google's large advertising network, plus 23 million impressions of eCommerce media on the same network.
The data was collected using the SEMrush Display Advertising tool in the last three months , creating a list with the 61,462 best GDN advertisers and the 63,823 mainstream media and dividing it by sector.

Image: SEMrush
Apply the study data in your marketing campaigns
Segmentation
As you well know, the display of your ads occurs in just a fraction of a second, while more than half of all online ads only manage to attract the attention of users for a very brief moment.
Despite this, if they are executed correctly and you have the right information, your strategies can achieve good results, and in just five seconds or less achieve a click and if there is more luck, the conversion.
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As explained from SEMrush,
«By age, 56% of the audience that see eCommerces brand ads are in the range of 25 to 44 years. Advertisers should pay attention to this segment, making sure they have relevant ads to show them. These types of buyers are generally more intentional in their purchases, doing more research before including their credit cards, and they value quality more than quantity.
They also value authenticity more than offers, so you should take into account these characteristics of their behavior in your strategy, it may take longer to achieve them, but they will end up converting if they find the right product ».
On the other hand, the segmentation of ads on different devices should be a basic strategy, since it will allow you to reach your target audience at each stage of their journey.
GDN banner formats
In addition, the SEMrush study analyzes the most used and highest performing banner formats :
“Based on our analysis, we have found that the highest performing ad sizes identified by Google are also by far the most viewed sizes in 2019: 300 × 250 and 728 × 90. We found that the size 300 × 250 (or “medium rectangle”) was by far the most popular size among advertisers in the “Shopping” niche in Spain, while the other formats followed behind.
The 300 × 250 size is very effective because it covers a fairly large space while displaying text and display ads on both desktop and mobile. These ads may work best when placed on websites with a lot of text in the middle or at the end of the content. The 728 × 90 size is effective when the ad is placed above the drop-down on forum sites, so they immediately grab the attention of users before diving into the site's content. ”

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