Google Search Network vs. Google Display Network
What is Google Search Network? What does it work for? How can I benefit from it? What is the Google Display Network? How does it differentiate from the Google Search Network? Which one should you use? These may be some questions that you have had at some point. In this article, I’m going to explain in detail what these two types of networks are and why it’s recommendable to use one or the other.
The Google Search Network
The Google Search Network is basically a group of search engines or apps in which your ads can appear. When advertising on Google Search Network, and someone searches for one of your keywords, your ad will show up next to the search results of that specific keyword.
You can have 4 different kinds of ads with the Google Search Network. These ads are: text ads, ads with extensions (they include business details like location and phone number), Shopping Ads (these are labeled as sponsored) and image and video ads in which you can post images and video ads.
More on the Google Network:
Advantages of Google Search Network
The advantages of advertising with the Google Search Network is that it’s the most common form of PPC advertising and your ad will show up on different Google platforms such as: Google Play, Google Shopping, Google Maps and websites associated to the Google Search Partners. In certain cases, the ad you choose will appear above, below or beside the search results.
This type of network is extremely effective when companies want to target people that have a clear thought of what they want and are on a mission to find that product. It’s a good network to use when the demand for your product or service is high.
If you’re working with a limited budget or are selling a product that is on the demand of a “when I need” basis, such as (roofers, plumbers, exterminators, etc), you should be advertising with the Search Network.
Disadvantages of Google Search Network
Using the Google Search Network for an audience that doesn’t know what they want is not a good idea. The Search Network is for on demand customers, not for customers that are in the research stage. Your audience is more defined with this network, because you know who your customer is and what the product is that they want. It’s also not cost-effective to promote and create brand awareness for this network.
Google Display Network
The Google Display Network allows you to connect even further with customers with a variety of ad formats across the web. This network will help you reach over 80% of potential customers through web, apps, video, blogs and other destinations that work with Google AdWords Ads.
More on Google Display Network:
Advantages of Google Display Network
The advantages of the Google Display Network is that this type of network helps reach over 80% of internet users. If you are looking to expand your online presence and target a more broad audience, this would be the network you want to use. This network is better for the user who is just browsing through websites, or reading the news. This user is not looking for a specific product in mind; they are not actively looking to make a purchase.
This network is great if you want your target audience to get familiar with your brand. Promotions and creating brand awareness are one of the most important points with this network. Also, if you have a video that you want to advertise on YouTube, this would be the right place.
Finding a target audience for Display Network is easy since there are tools to help you find the right audience and place your message strategically in front of your potential customer at the right moment. Although your ad will be strategically placed in front of a potential customer, it does not guarantee a high selling point. Research on this has shown that the chances of selling a product are lower since the user is being shown a product he/she wasn’t actually looking for.
Disadvantages of Google Display Network
The disadvantages of the Google Display Network are that your audience is not actively looking for your product, your audience could be in a more research phase of their shopping strategy. The Display Network is just creating an awareness of your product.
Also, your display ads could be interrupting someone who’s watching a video or reading the news or blogs. You would need to have a very attractive ad in order to get that click towards your website.
Choosing the right network for your business in the end is up to you and who you want your ads to target. From what you’ve read on what each Google Network has to offer, now you have to decide what network would be the best fit for your business? If you are a business that offers a service for example, a plumbing business. You know that your customer is specifically looking for a service like plumbing. Google Search Network is right for you and choosing this network will guarantee ad placement on multiple search engine websites. This network is the best when serving an existing demand for a product or service.
If you want to target a broad group of people with the same interests as your business, the Display Network is the one you should use. For example, if you’re a fishing retail store and you want to advertise on the Google Network, if you choose the Display Network your ad will show up on different fishing websites, apps and blogs. You will be targeting a potential customer that has the same interests as your business, but was not looking for your product.