The GDN shows your ads on websites in the form of banner ads, image ads and occasionally, responsive ads. Responsive ads are automatically adjusted to fit the theme and space of the website they’re placed on. Google lets you manage, target and budget for your ads within the tool. If you’re new to all of this, we recommend getting help from an expert to get the most out of your advertising spend.

In the past, tracking impressions or views of an ad was unattainable data – it left a gap in reporting. GDN integrates with Google Analytics to bring Impression Reporting to marketers. Now, when a user views your display ads and then later visits your site, this can be tracked. So, you can see how effective your Google display advertising is.

The Display Network works across more than 2 million websites worldwide. This comprises desktop sites, mobile sites and apps. Where your ad is displayed depends on the targeting options you select, so Google can try to get the context right for your campaign.

Google doesn’t like to reward sites that exist solely to serve ads or offer no original content. If you run an affiliate programme but also offer value and unique content on your site, you can make use of the GDN and remarketing without problems. That said, if you don’t make a lot of commission on your affiliate programme, you might want to use a form of advertising that will bring a greater ROI for your industry.