The Difference between Search & Display Network – Google Adwords Google has two main AdWords networks; the search network, and the display network. An easy way to …
The Difference between Search & Display Network – Google Adwords
Google has two main AdWords networks; the search network, and the display network. An easy way to distinguish the two is to think of the search network in terms of pull- it is the more aimed approach, and the display network in terms of push- branding.
The search network targets customers who are willingly seeking your products. The display network, however, works to improve your brand awareness by showing to people who might not actually be looking for you. There is a third type that combines the two: search network with display select. Choosing which network is the best option for your campaigns is a key step in your advertising process. Each network will be discussed in detail to help you make a wise and informed decision for your campaigns.
Search Network – Google AdWords
The search network is the most commonly used network. It is probably what you think of when you think of Google AdWords; when you think search network think search engines. The search network targets customers who are searching for your products or services. You let the customers come to you. Customers search for goods or services and Google shows them ads that match their search. The search network’s strength is that it works for customers who know exactly what they are looking for. Google search and Google search partners are where your ads will show in the search network. On Google search websites your ads can show in three different locations: on top of, underneath, or next to the search results (they will also show here for Google shopping). The search network will show your ads on Google search partners which are non-Google sites, Google maps, Google video, and various other Google sites. Your click-through rate for Google partner sites will not have any impact on your quality score. Text ads can only show on the search network. You can add or remove search partners.
How to Add or Remove Search Partners
1. Log into AdWords
2. Go to the “Campaigns” tab
3. Choose the “Settings” tab
4. Scroll down until you see “Networks”
5. Select “Edit”
6. Click in the box next to partners you want to add
If a partner that you do not want is selected, then click in the box to remove them
Text ads are the most common format in the search network. Other ad formats include: extensions- additional information about your business, product listings- links to your products, and images and videos. There are two types of features in the search network; standard and all features. Standard features include general location targeting, general bidding and budgeting settings, basic ad extensions, and language targeting. “All features” features include all of the standard features plus ad delivery, and all ad extensions. So when should you utilize the search network? Use the search network if you have a restricted budget. The search network is more likely to produce straight conversions, which makes it much easier to measure your budgeting efforts. The search network is an excellent option for businesses offering immediate goods or services such as a locksmith service or plumbing service. Customers who are in need of these services are searching for them because they need them now. Showing your ads through the search network will get your ads shown to these in-need customers.
Display Network – Google AdWords
The display network is all about branding. It is made up of a group of millions of websites that show AdWords ads; they include certain Google sites, mobile sites, apps, news pages, blogs, etc. Utilizing the display network allows you to reach a large scope of customers who have varying interests. A way to understand the display network is to think of it like commercials. When you watch something on TV you generally are not watching for the commercials, but they are there. When your customers are on a news page, for example, they are not looking for your ads. The AdWords, through the display network, will show your ads to these customers. Even though they might not go to your site at that moment, they are now aware of your business, and at a later time when they are in the market for what you are offering they will remember the ad and seek you out. The display network will not show your ads randomly. Google takes a lot into consideration when deciding where to show your ads. Contextual targeting is one way Google makes these decisions. Contextual targeting uses keywords and topics. AdWords chooses locations for your ads by examining website content to figure out its theme. Google will then match the theme to your ads that correspond, using keywords and topic choices. Contextual targeting all begins when you create keywords and topics in ad groups within display network campaigns. Google looks at the content of every webpage, URL, and text language to decide what the theme is. After the theme is decided, Google positions your ads. When your keyword or topic matches a website’s theme, your ad becomes eligible to show there. This does not guarantee that your ad will show there. Whether or not your ad actually shows there is determined on a few additional factors such as your location and language targeting, and the customer’s past searches. The display network will show your ads on pages that are related in some way to your business. It also uses remarketing. Remarketing shows your ads to people who have been on your site before. When should you use the display network? If brand awareness is one of your main priorities, then the display network is the option for you. Also, if your sales process is not immediate, use the display network. Another way to put this is, if your customers are likely to visit your site, view your product and not immediately purchase. In this case you will want to keep your business in their mind. The display network will show your ads to them when they are on other sites to keep them thinking about your products. Overall the display network is great for getting your ads seen over a wide range.
Search Network with Display Select
Campaigns in this network are controlled the same way the search network only campaigns are controlled. Your ads will show on Google search, and search partner sites that match your keywords. Your ads will show across the display network as well, where they are relevant.
How to Change Your Campaign Type
1. Log into AdWords
2. Go to the “Campaigns” tab
3. Go to “all online campaigns” and choose the campaign that you want to change
4. Select the “Settings” tab
5. Beside “Type” (located below “General”) select “Edit”
6. Select the new campaign type that you want
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