We already discussed SEM and getting ads placed in Google Search. Another popular online advertising option is placing ads on other online properties, such as a website or app, that are not search engines. For example, if you sold children's furniture, you may want to get an ad for your products on a website about furniture trends. The marketing term for this type of ad placement is display advertising. Think of display advertising as visual ad formats placed on websites or applications. Let's imagine you're a digital marketer for an e-commerce company. You'd like to get your products advertised on websites with visitors who have similar interests as your customers. You can spend the time to contact websites and ask if they could put your ad on their website, but that would be a lot of work. Or, you could sign up for display advertising networks, such as Google Display Network. The Google Display Network is a group of more than two million websites, videos, and apps where display ads can appear. The network reaches over 90% of Internet users worldwide. Now, within this network, you could use targeting to show your ads in particular contexts, such as "outdoor lifestyles" or a specific website. Or, the ad could show for particular audiences, such as young moms or people shopping for new sedans. Or, it can also include searcher locations and remarketing to previous website visitors as well. With display advertising, getting your ad in front of the right people is crucial. Unlike search ads, the people who encounter a display ad are not directly searching for your product or service, they're just merely seeing your ad. To increase the likelihood of a desired action, like a sign up or a purchase, you must deliver your ad to your likely customer. Generally speaking, there are two types of Google Display Ads: uploaded and responsive. With uploaded ads, you will have to create the ad graphic, meet the required specifications, and then upload the ad. There are several ad sizes to choose from, such as banner, leaderboard, and skyscraper. Marketers choose to create custom ads like this If they have a specific vision for their ad design. They also need the design resources and the time to create the ad. With responsive display ads, you upload the content, such as images, headlines, logos, videos, and descriptions. Google Ads will automatically generate ad combinations. These ad combinations are for websites, apps, YouTube, and Gmail. While there's less control over what the ad looks like, some people prefer this responsive ad because it's easier. You don't have to create ad graphics based on different ad sizes. Google Ads does all the work! Here are a few more benefits of responsive display ads. One benefit is that you get to use Google Ads software to optimize your ads. The software uses the best combination of ad content, such as the images, the headlines, and logos to deliver the best performing ads to potential customers. The thing is, you don't need to test any of the combinations. Google Ads does it automatically. Another benefit is that your ads have a broader reach. This means that your ads reach more customers. Some websites only support certain types of ad sizes. So if you're uploading ads manually and you don't upload the specific ad size, your ad won't display on that website. When you use responsive display ads, Google will adjust the ad size, appearance, and format to fit just about any ad space available. A third benefit of responsive display ads is that you can use them with videos. Adding videos will maximize your reach on the display network. If you upload a video, Google will then test the video against the photos you uploaded. If the video delivers a better performance, when possible, it will show instead of the photos. A fourth benefit is that it will save you time. With responsive display ads, you can reduce the time spent on managing a complicated ad portfolio with a bunch of different types of ads. Google Ads takes care of that. You can dedicate more time to performance improvement. As you can understand, compared to search advertising, display advertising is much more visual. It can be difficult to design ads, then manage them in Google Ads. However, responsive display ads can make your job more simple. That may be important if you have a new role as a digital marketer or e-commerce analyst.