Search Network and Google Display Network – differences
Depending on what we want to achieve with a Google AdWords advertising campaign, we need to choose the right network. When should we use the Display Network and when the Search Network? When planning a campaign, it's worth considering the following issues:
- What is the difference between the search network and the advertising network?
- Which network should you choose for your purpose?
- What are good practices?
Google Search Network
By advertising on the Search Network, your ad can appear next to search results for a term related to your keyword. Typing your query into Google instantly yields an answer.
The Search Network responds to user queries. This campaign is recommended for those running a local business because it allows you to precisely define the area where your ad will be displayed (currently, in Poland, we can only target a given district in Warsaw).
This network also works well in large, nationwide campaigns that aim to generate a lead or place an order.
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At this point, these ads may appear above the organic SEO results , in positions 1-4, or at the bottom of the page. Our ranking is primarily influenced by:
- Quality Score – is responsible for the cost of ad clicks and their position. The higher the number, the less Google will charge for ad clicks and the better the position,
- CTR – click-through rate, i.e. the ratio of clicks on an ad to its display,
- CPC – the rate we set for clicking on an ad,
- Daily budget – if we have high rates per click and a limited daily budget, our ad will not be displayed often,
- Landing page quality.
The Search Network is the basic type of Google Ads campaign – basic, but not necessarily the easiest. It's easy to make basic mistakes and, as a result, fail to stand out from the competition.
How do you stand out from the competition when there's so much? Put your efforts into creating your ads!
- Make the most of your charactersthat you can enter.
- Capitalize each word – ads will become more readable.
- Place a period at the end of the first line in your ad – this will move the text next to the heading.
- Add contact number – by clicking on it you can call immediately without visiting the website.
- Try to write interesting texts – instead of the cliched “gallery” or “contact”, you can use, for example, “See Our Works”, “Contact Us”.
- Don't forget your call to action.
- Use ad extensions – this way it will become larger and more eye-catching.
What about you? Which ad would you click on?
Google Display Network
If we want to build a brand image, maintain a strategic position, and increase website visits, we should use the Display Network. Only after implementing these activities will this path result in new customers and sales.
The Search Network reaches users who are searching for specific products or services. The Display Network allows you to reach them earlier, often with the goal of making the user aware of the need.
We can reach our selected target group with various advertising formats – text, graphics, video, and multimedia. By associating graphics with the company, we can attract customers in an engaging way.
Depending on our goal, we can use different billing models:
- CPM – cost per thousand views. Use it when you want to be visible.
- CPC – as with the Search Network, this is the cost per click on the ad. This works well when the number of visits and time spent on the site are important.
- CPA – the cost of achieving the indicated action.
In this campaign, we can reach a specific audience through appropriate targeting ( targeting types ). Typically, we don't want our ad to appear on websites of questionable quality, so it's important to remember exclusions.
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Exclude keywords that shouldn't show your ad
In the same way, we can also exclude any websites
We can also exclude categories of websites on the Display Network.
Summary
The above article covers the following topics:
- Choosing between the Google Search Network and the Google Display Network depends on your specific campaign goal and requires understanding the differences and best practices for using them.
- The Google search network is a tool for precisely responding to specific user queries, the effectiveness of which depends on the optimization of quality parameters and the attractiveness of the advertising content itself.
- The Google Display Network is used to build brand image and create audience needs through a variety of visual formats and precise targeting, including exclusions of undesirable content.
