Networks

All of the places where your ads can appear, including Google sites, websites that partner with us, and other placements like mobile phone apps.

The Google Network is divided into groups to give you more control over where you’d like your ad to appear:

• The Search Network: 
  • Google Search, the Shopping tab, Google Maps, and Google Groups
  • Search sites that partner with Google
• The Display Network: 
  • Google sites (like YouTube, Blogger, and Gmail) and thousands of partnering websites across the Internet

If you see that you’re not getting a good return on investment from an area of the network, you can exclude individual sites on the Display Network or change your ad campaign’s network settings to opt in or out of each network.

Search ads

Paid search advertising is one of the most popular forms of PPC advertising in which brands pay (using an auction-based model) to have their ads displayed above and below organic search engine results when users search certain keywords.

Search ads have three main components — a headline, display URL, and description text — all designed to convince users to click through. Ad extensions can also be included to provide users with additional information.

How often search ads appear, their rankings, and the cost per click — all depend on the bid and Quality Score.

Display ads

Display ads perform very differently from their paid search counterparts.

The main difference between Google search ads vs display ads is that search ads are a form of “pull” advertising while display ads are “push” advertising. Meaning, search ads only appear to those who are already searching for your product or service, while display ads are paid placements that appear based on various targeting parameters.

Not only that, display ads aren’t limited to appearing in only one location like search ads (in the SERP). Display ads appear across the entire GDN — over 2 million sites reaching over 90% of online users. They can show in multiple places on social media, such as natively in news feeds or on the side of the main feed. It can appear as banner ads above the main content on sites or to the right of the main content or in personal email inboxes.

When to use each ads network type:

Google encourages advertisers to set up both search and display campaigns, as this will provide the most reach. However, maximum reach isn’t necessarily a good thing, because the key to advertising is getting your product or service in front of the right audience — not just the biggest. Because your ads can be shown in relevant places, you have a better chance of turning viewers into customers.

Search Ads:

• To supplement organic traffic
•  To capture high-quality leads
• When catering to a local audience
• If you have a short sales cycle
• To promote emergency products
• If you have a smaller budget

Display Ads:

• If your product or service is more visual
• To create awareness among those with passive intent
• If you have a longer sales cycle
• To reach niche markets