Where Do Google Ads Appear and How Can They Benefit Your Business?

Alexandre Airvault

February 3, 2025

Google Ads are essential for businesses looking to increase their online visibility. Understanding where these ads appear is crucial for maximizing exposure and effectiveness. This article will cover the various locations and platforms where Google Ads can show up, such as search results, websites, and videos. By knowing these details, businesses can strategically place their ads to improve performance and reach more potential customers. This guide aims to help businesses use Google Ads more effectively by exploring their various display locations.

Google Ads Placement: Search Results, Websites, and More

Introduction to Google Ads Placement

Google Ads can appear in various locations across the internet, including on Google's own properties and partner sites. The two primary platforms for ad placement are:

Google Search Network
Google Display Network (GDN)

Each network offers unique opportunities to reach your target audience and achieve your advertising goals.

Google Search Network

The Google Search Network includes ad placement in:

Google Search results
Google Play
Shopping tab
Google Maps
YouTube

When a user searches for a relevant query, such as "best running shoes," your ad may appear at the top or bottom of the search results page. These text ads are marked with an "Ad" label to differentiate them from organic search results.

For example, if you own a sports apparel store, your ad for "Top-Rated Running Shoes" could appear when someone searches for "best running shoes." This targeted placement helps you reach potential customers actively searching for your products.

Google Display Network (GDN)

The Google Display Network spans over 2 million websites, videos, and apps, offering vast opportunities for ad placement. The GDN supports various ad formats, including:

Banner ads
Interstitial ads
Video ads

These visually engaging ads can appear on partner websites, such as popular news sites or blogs, that are relevant to your target audience. For instance, a banner ad for a new yoga mat could be displayed on a fitness blog frequented by your ideal customers.

The GDN's extensive reach allows you to build brand awareness, drive traffic to your website, and engage with potential customers across their online journey.

Performances between the Google Search network and the Google Display Network may wary greatly. Consider switching the Display network off, if you don't run images, don't have a solid remarketing audience, or have a limited budget.

Optimize your Google Ads spending with AI

Get started free

Expanding Google Ads Reach and Advanced Placement Strategies

Exploring the Google Display Network (GDN) and Beyond

To truly maximize the impact of your Google Ads campaigns, it's essential to look beyond search ads and tap into the vast potential of the Google Display Network (GDN) and other emerging platforms. Here's a deep dive into expanding your reach:

1. Detailed Exploration of the GDN

Why? The GDN encompasses over 2 million websites, apps, and videos, offering unparalleled opportunities to connect with your target audience.

How?

The GDN includes news sites, blogs, and niche-specific websites that align with your business's offerings.
By strategically placing ads on relevant sites, you can capture the attention of users who are more likely to be interested in your products or services.
For example, a fitness equipment company could target ads on health and wellness blogs, fitness forums, and websites dedicated to exercise routines.

2. Types of Ads in the GDN

Why? The GDN supports various ad formats, each with unique strengths in engaging users.

How?

Banner Ads: Traditional image-based ads that appear on web pages. Use eye-catching visuals and compelling copy to draw attention.
Interstitial Ads: Full-screen ads that appear during transitions, such as between levels in a mobile game. Ensure the ad is relevant and not overly disruptive.
Video Ads: Engage users with short, memorable video content. Ideal for storytelling and demonstrating product benefits.
App Ads: Promote your mobile app to drive installations and engagement. Target users based on their app usage and interests.

3. Expanding Reach Through Google AdSense Partner Sites

Why? Google AdSense enables you to place ads on a vast network of partner websites, extending your reach beyond Google-owned properties.

How?

AdSense partners include a diverse range of websites, from large news outlets to niche blogs.
By opting into AdSense placements, your ads can appear on these sites, reaching users as they browse content related to your business.
For instance, a home decor brand could have its ads shown on interior design blogs, DIY forums, and home improvement websites that are part of the AdSense network.

4. Emerging Platforms and Innovations in Ad Placement

Why? Staying ahead of the curve and leveraging new advertising opportunities can give you a competitive edge.

How?

Google Maps Ads: Reach users as they search for local businesses or navigate to destinations. Ideal for location-based marketing.
Google Play Ads: Promote your app to users as they browse and download apps from the Google Play Store.
Monitor Google's advertising blog and resources to stay informed about new ad platforms and features as they emerge.