What is the Google Display Network?

Google sets it against the Search Network in one sentence: while the Search Network can reach people while they search for specific goods or services, the Display Network can help you capture someone's attention earlier in the buying cycle. Its Google Network page says that, by default, new ad campaigns are set up to show ads across the entire network, and that if you're not getting a good return from an area of the network you can change your ad campaign's network settings to opt in or out of each network.

It also moves slowly. Google says changes in the Display Network, such as adjustments to bids, budget or targeting, can take 12 to 24 hours to apply and may not show right away.

A dated change is coming for Search campaigns. Google says that starting in February 2027, for Search campaigns with the Google Display Network turned on, the current spend allocation setup will go away, and advertisers may see a shift in channel spending. To keep their current configuration, they can set the Google Display Network to 'Low priority' with a 50% budget allocation.

Our reading, not Google's: on a Search campaign, Display is a second job sharing the first one's budget. Before copying Google's 50% to keep things as they are, segment the campaign by network and check what the Display share of spend produced in sales you record yourself.