Why when to use Google Search Network & Google Display Network
Use of Google Search Network & Google Display Network
- Google allows you to advertise on two types of paid advertising networks that they have labeled as the “Google Search Network” and the “Google Display Network.” As a Google AdWords certified advertiser, you have the option to run PPC campaigns in one of these networks and even a combination of the two. Which networks you choose to target with your campaigns depends on your marketing goals and campaign strategy, as well as how much you are willing to spend.
- One should be aware of his/her digital marketing goals along with budget before selecting the type of network for his ads. Digital marketing institutes & digital marketing trainers should help candidates understand the main objective else the end result may turn out something related to the below pic.
Google Search Network
- The Google Search Network is a group of search-related sites, including Google Search and search properties like Google Shopping and Google Maps, where your ads can appear. The Google Search Network also consists of Google Search Partners, which includes websites like AOL than can also display your Google Adwords (PPC ads).
When to use Google Search Network
- Running ads on the Google Search Network is the most common, well-known form of PPC advertising. With this network selection, your ads will be eligible to appear in Google SERPs. If you want to expand your reach, you can extend your targeting to include “search partners,” a group comprised of smaller search engines, such as AOL
- This advertising format is incredibly effective because it targets an active searcher, who is on a mission to find something. As you can see in the example above, the searcher is looking for a plumber in Virginia. Upon submitting the query, both Google Adwords (PPC Ads) (highlighted in the orange boxes) and organic listings appear. Sure, the plumbers could rely on their organic (SEO ads violet boxes & ads through Google local listings in the red box) listings, but chances are, they will be more successful if they run ads on the Search Network. Not only are PPC ads more robust, but they allow plumbers to include extensions with additional links, phone numbers, and addresses. Since the Search Network connects advertisers to people actively looking for their products, search campaigns typically drive more conversions than display campaigns. No doubt most digital marketing institutes put an extra effort & give more time into search networks for this reason in their digital marketing course.
Why use Google Search Network?
- You’re working with a limited budget: In general, when clients are restricted to a small budget, we recommend starting with the Google Search Network. This format is more likely to drive direct conversions, making it easier to measure and justify your PPC efforts. Once you’ve mastered Search, it may be advisable to expand to the Google Display Network, which can boost visibility, leading to an uptick in search volume for your business.
- You sell an “emergency” product: If your product or service offering is something that users look for on a when-needed basis (plumbers, locksmiths, electricians, etc.), you should be advertising on the Google Search Network. For these industries, it is imperative that your ad appears when the searcher is in need of your services.
- The main goal of using the Google search network in digital marketing is to drive conversions, however, it may change from advertiser to advertiser.
When to use Google Display Network?
- In addition to traditional search advertising, Google also gives advertisers the opportunity to place their ads on a variety of sites across the internet. This collection of websites, which ranges from blogs to news sites and even YouTube, is referred to as the Google Display Network (GDN). According to Google, the Google Display Network includes over 2 million sites that reach over 90% of global internet users. Given the expansiveness of this network, it is incredibly appealing to advertisers who are looking to expand their online presence.
- When users are on the Google Display Network, they may not necessarily be in “shopping mode.” Instead, they are going about their daily internet activities—catching up on news, reading blog posts, watching video clips, etc. In order to gain traction on the Google Display Network, your ads must attract the users’ attention and entice them enough to click through to your site, leaving the content that they were originally engaged with. Accomplishing this is no easy feat—even with top-notch ad creative, it’s tough to draw users to click on ads while they are perusing the Google Display Network.
- But don’t write the Google Display Network off yet—while clicks may be scarce, ad space on the network is plentiful. It is the ideal space to promote brand awareness and its vast reach is appealing to advertisers who are looking to broaden their fan bases. By increasing your brand’s visibility, you may reap more clicks on organic listings or see an uptick in brand-specific searches. These clicks are also less costly than clicks on the google search network.
Why use Google Display Network?
- You want to familiarize people with your brand: Many advertisers leverage the Display Network to promote brand awareness. Since the GDN is so expansive, it offers many opportunities for advertisers to connect with their audiences. Don’t worry—this doesn’t mean you’ll be “shooting in the dark” with your display ads. Google AdWords provides a variety of targeting options, ranging from managed placements (specific sites selected by the advertiser) to website groupings based on audience characteristics and more. By appearing on reputable sites that are popular amongst your target audience, you can quickly familiarize these people with your brand.
- You have a lengthy sales process: If you sell a product or service that consumers are not likely to purchase immediately, you need to ensure that your brand stays top-of-mind for prospects as they consider making a purchase. To do this, we recommend utilizing remarketing, through the Google Display Network. This strategy allows you to show ads to anyone who has visited your site in the past, encouraging them to return and convert. For example, a friend of mine spent some time on Tiffany’s website a few months ago, as he was considering proposing to his girlfriend and wanted to price out ring options. After visiting the site, he was added to Tiffany’s remarketing list and was inundated with their engagement ring ads as he perused the internet. The jeweler did such a good job of re-engaging with him that he took the plunge and bought a ring much sooner than originally planned!
- You have a sexy product: Since the Google Display Network allows advertisers to display image ads, it is ideal for advertisers who sell luxury products whose ads are enticing to the eye. Since google ad words (PPC ads) through display networks rely largely on distraction, it’s helpful to have an appealing product to promote. Take the ad down below, for example. Don’t tell me you wouldn’t give that a second glance!
- For example, using the right digital marketing strategy, Oppo tries to create brand awareness about its product by advertising on the Times of India website where the traffic is high and conversions can be expected, and also on a similar platform where Samsung is also advertising ( Google ad words display network in red boxes)
- You have compelling video collateral: If you’ve already invested significant time and energy on bad-ass video collateral, why not put it to good use? YouTube attracts hoards of traffic (upwards of 1 billion views per day), meaning the advertising potential is huge. Plus, given the popularity of YouTube advertising, Google has made it increasingly easy for advertisers to establish video campaigns (especially for those who can leverage existing creative). This can be an incredibly powerful way to connect with your target audience. People are more likely to engage with video content than text or image ads and, with Google’s TrueView option, you only pay for users who demonstrate a true interest in your video (by watching it for 30 seconds or more).
Video ads can be further divided into 3 types:
- Instream Ads: Ads with an option to skip after 5 seconds. Advertisers are charged only if the customer sees the video for more than 30 seconds. Google Adwords through the true view option help to understand how long customers watch the video.
- Discover ads: The thumbnail of the video appears on the top along with other ads and also the video features on the top of search results on youtube.
- Bumper Ads: Ads with 6 seconds time where advertisers communicate an important message within a short time.
In-stream ads through Google Adwords using video network
Discovery Ads through Google Adwords using video network
This enormous reach of Google Adwords (PPC) through video networks has forced many digital marketing institutes & digital marketing trainers to put more stress on this network in their google ad words course to ensure advertisers leverage this to the best of their ability.
The best PPC marketing courses always help you to differentiate between different networks and help advertisers understand the purpose of using each type. Google Adwords metrics also play a very important role in running a successful campaign.