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The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns by Lori Calcott, Bart Weller

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C H A P T E R  8

The Display Network

We first introduced the Google Display Network (GDN) in Chapter 1 when we outlined the Google Network. AdWords provides the ability to advertise on the Display Network, but ads on this network reach a different audience and the network’s inner workings are very different from those of the Search Network. Because of these considerations, we have focused on the Search Network up to this point. This chapter covers the Display Network.

Understanding the Display Network

The Google Display Network is comprised of over a million content sites1 – blogs, news sites, video, etc. The essential difference between the Search Network and the Display Network is that users on the Display Network aren’t actively searching ...

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