Google PPC –
Display network vs search network
To create an effective advertising journey, it’s important to distinguish between two types of campaigns. The first is search network advertising, which enables you to reach customers who are actively searching for your product or service on the search engine, and your ad will be displayed above or below the organic search results. The second type is media network advertising, which encompasses over two million sites as of 2020 and provides the opportunity to reach customers who are browsing sites relevant to the topic, even if they haven’t searched for your service. For instance, if you visit a website that features tourism-related articles, you’ll notice that Google displays ads for flights, hotels, and popular tourist attractions.
If you’re planning to advertise on Google, but are unsure of which network to choose, here are some ome general guidelines: If you provide a service with a high search volume, like pest control or car rentals, then advertising on the search network is ideal for you. On the other hand, if you’re promoting products that people buy impulsively or throughout the year, like fashion brands or digital products, then a combination of search and media network advertising will be more effective.