Google Display Network

The Google Display Network (GDN) reaches 90% of Internet users worldwide, covering more than 3 million sites and more than 650,000 applications , including some of the world's most popular sites, such as Gmail and YouTube.

It gives you the ability to position your ads among the content of relevant websites and to present your brand and products to audiences that you define through many different targeting methods.

Google Display Ads are visual ads that can take various forms (static or animated images, text, videos) presented to Internet users while browsing online content on the Google Display Network.

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What experience do we have in advertising on the Google Display Network?

Advertising on the Google Display Network is a key element of almost every campaign we plan for our customers. Over the years we have had over 1,500 GDN campaigns – each tailored to the specifics of the client’s business, its goals and the chosen direction of communication. We trust this type of advertising when we want to introduce users to the brand and its products and services, as well as in the presence of special promotional conditions, when we aim to generate traffic to the client’s site. There are many examples. A great opportunity in display advertising is the use of remarketing audiences, through which we can re-reach users who already know us. In this way we can further develop communication with them, moving them a step forward to the desired action.

specific examples

  • Xplora CaseStudy BONI thumbnail
    The path to successful development of Bonnie's digital advertising presence - goals, processes, testing and results

    "Boni is the largest pig producer with 7 pig farms, a slaughterhouse, 2 meat processing plants and 2 own brands. Their production covers everything from A to Z and in the last 30 years they have firmly established themselves in the FMCG market.

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  • Xplora CaseStudy Gedeon thumbnail
    Campaigns with a cause or how we managed to engage ladies with educational content

    Gedeon Richter is a specialty pharmaceutical company with a focus on women's health that has combined tradition and innovation in pharmaceutical manufacturing for more than 120 years. With its widely recognised expertise and comprehensive product range, Gedeon Richter is a major player in the field of women's health.

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  • Xplora CaseStudy Aladin thumbnail 1
    Approach and strategy for the successful development of Aladin Foods TikTok profile

    After we successfully showed you in our previous case study how we optimized the advertising on the dunar funnel of our long-time partner Aladin Foods and increased ROAS to a 4-digit value, it's the turn of consumer engagement.

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  • Xplora CaseStudy TAT thumbnail
    TAT | #TATasty influencer recipes

    Undoubtedly, the most important part in planning the campaign was the selection of influencers. With the TAT team, we selected content creators who possess enviable skills in jar opening and cooking in the kitchen.

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  • Xplora CaseStudy Spoko thumbnail
    Changing generations - entering new platforms

    Spoko Waffles is one of the boldest clients we have worked with. Over the years that we’ve been creating content for them, we’ve been able to gain their trust and they’ve given us space to be creative. Together we built the brand’s Instagram account, creating fun content that was just right for their audience.

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  • Xplora CaseStudy Kozarev thumbnail
    How does culinary photography tell stories?

    The specificity of the product allows us to unleash our culinary imagination constantly. Everyone knows that love passes through the stomach. With Kozarev products and the stories told in our culinary photography, smell the authentic taste of an irresistible dinner, delight the palate with lunch or a healthy snack.

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  • Toyota Case Study carousel
    Toyota Hybrid - I know why

    Our customer Toyota Balkans turned to us to achieve one of the most important goals of the company for 2016 - 100% increase in sales of the company's range of hybrid cars.

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  • IUVO Case Study carousel
    Direct response and lead generation campaign for IUVO GROUP OŰ Estonia

    Our client IUVO GROUP OŰ Estonia turned to us with a great challenge - presenting a new investment opportunity for Bulgaria - peer-to-peer. THE TASK The aim of the campaign was to present the platform to the most relevant audience, to gather a sufficient number of leads from interested target users and to create expectations for the next phase.

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  • Acera Case Study carousel
    When investing in Google advertising carries an ROI of the advertising budget for the year and a half ahead

    The business model of our agency is to have long-term relationships with clients - we go into the details of business and marketing needs, and then we start with services that will add the most value in a short time. If we do well, we know we will have a long-term business with this client and together we will develop and upgrade its digital ecosystem.

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Why Google Display Network Advertising?

Incorporating Google Display Network advertising into your marketing mix gives you the opportunity to expand your digital campaigns, promote your brand, and showcase the benefits of your products to relevant audiences. Through it you can move consumers from the point of acquaintance with your products and services forward on the funnel to purchase. Unlike Google Search advertising, display advertising also allows you to reach users who have not yet begun to actively search for solutions offered by you or your competitors.

What are the benefits of this type of advertising?


The Google Display Network is hard to beat. Including a number of popular global sites, as well as niche sites and hundreds of thousands of mobile applications, it allows you to reach many Internet users beyond social networks and search engines.


GDN allows you to create advertising content in various, visually attractive and adaptive advertising formats. A variety of formats allow you to use still images, animated ads, combine videos and text with images, and take advantage of Google’s ability to select the best combination of resources for each ad position and user.


By choosing to run a display campaign on Google, you have access to a number of targeting methods to segment users to target your ads to. These include demography, interest targeting, targeting users with a strong interest in purchasing specific products or services, using contextual targeting based on site content or targeting positions on specific sites, defining target users by using custom ) audiences, remarketing audiences or similar.

знание за вашите потребители

Comprehensive knowledge of your users

It’s important to note that when targeting your Google display campaigns, you benefit from Google’s multi-layered knowledge of your users, based on their behavior when browsing various sites and using applications, as well as video content that they watch on YouTube or search on Google.


    Machine self-learning and Automation

    Over the years, Google has placed an increasing focus on machine learning and making it a key part of Google Ads campaigns. Display advertising is not far behind in this regard. We can see a manifestation of this not only in the settings of campaigns and targeting, but also in the way of visualization and combination of advertising resources.


    In GDN, you pay for specific actions taken by users (e.g., clicks / inquiries / purchases), not for impressions on your ads, as with some other display ad purchase methods.

    What are the steps involved in advertising on the Google Display Network?

    steps white 1

    Analysis of the business, product, competitors, type of consumers who are current or potential customers

    steps white 2

    Getting acquainted with the specifics of the campaign and planning the upcoming communication (channels, formats, messages, steps)

    steps white 3

    Banner advertising design

    steps white 6

    Preparation of reports for the presentation of advertising campaigns

    steps white 5

    Analysis of results and optimization of campaigns

    steps white 4

    Initial setup of campaigns

    The main types of advertising on the Google Display Network

    The ad formats available to you when advertising on the Google Display Network are:

    Static images

    Banners of this type are a static vision, which should be in one of the sizes that the Google Ads system accepts. With them, you have complete control over how your ads are displayed, but they are subject to restrictions on where they can be displayed precisely because of the requirement for matches between their sizes and the free ad positions on the sites.

    Animated banners

    Like static images, animated banners should come in specific sizes, giving you complete control over how your ads look. Their advantage is the ability to combine more images and include more text, as they contain a series of images. Animating and changing frames makes them visually more attractive and noticeable to users.

    Responsive or adaptive ads

    Extremely interesting format in which the Google Ads system automatically combines the advertising assets you provide (texts, images, logos and videos). This type of advertising gives you access to a significantly larger number of ad positions, while allowing you to take advantage of machine self-learning capabilities to find the optimal combination of resources for the user, context and ad position.
    Interesting ad formats related to more specific types of display campaigns include:

    Smart Display

    Adaptive ads are used again, but in addition to automatically created ads, you can also take advantage of automatic targeting and automatic bidding.
    smart display
    ремаркетинг 1

    Dynamic remarketing

    Ads containing products and services that users viewed while visiting your site.

    Discovery Ads

    Advertising format that can be set as a single image or in the form of a carousel of several visions. In both cases the images are combined with texts (title and description), logo, business name.
    discovery ads 1