For ads to work, Google Ads allows businesses to advertise in two ways: the display network and the search network. One of these ways is vital for attracting customers who are already more likely to buy, while the other is great for remarketing campaigns. But what is the difference between the display network and the search network? What are the characteristics of each and how can they help your brand?
See below the difference between display network and search network, with their respective advantages, how to use them and when is the best time to choose each one!
What is the Display Network and Search Network and their differences?
Knowing what each one is will help you better understand the difference between display and search networks. The display network is a form of advertising that does not directly involve the user’s search. The ads simply appear on the content that a person uses. For example, if you like reading blogs about nutrition, you will see ads from companies related to natural or nutritional products on the article page and on the homepage.
Google does this through AdSense, which is a system where webmasters of websites and blogs make space on their pages available to the speakers highlighted examples of advertisers. This way, the advertiser reaches a more qualified audience and the content producer earns money from the money paid to Google by advertisers. This exchange relationship already perfectly demonstrates what the display network is.
What are the advantages of the Display Network and Search Network?
Once you understand the difference cinco de mayo is a fun and vibrant holiday between display and search networks, you need to outline the advantages of each. In fact, many companies quickly realize that the advantage of the search network, because it is more direct, is that it generates quick clicks and a larger conversion rate just by placing the ad on that network. This is a logical thought, because in this scenario the company deals with interested customers from the beginning. They are in the last stages of the sales funnel.
With the success of the search network, many people underestimate the value of the display network, and this is a subtle mistake, but one that can mean lost sales opportunities in the future. In fact, the advantage of the display network is to transform an unintentional user into a customer who is very intent on buying your product or service.
But how do you capture the attention of aero leads people who don’t even know they want or need a product or service? Through awareness. Through the display network, it is possible to grab a person’s attention and begin an educational process, so to speak, about the nature and value of a particular product or service.
How to use the display network and the search network?
The best way to explore the difference between display and search networks is to use them according to the user’s level of intent. When it comes to more direct ads, i.e. search ads, the use of keywords is essential, but there is no point in using a low-cost keyword if it does not bring good results in conversions.
Ideally, you should use a tool like Moz Keyword Explorer or SEMRush to figure out which keywords to use. The trick is to find out the intent behind the words of the Google user. People who want to buy something, whether it’s a product or a service, tend to use specific terms. Words like “price,” “buy,” and even the location of your business can be good places to start. But prior research is essential.
When should I choose the Display Network and the Search Network?
Both the difference between display network and search network and the strategies for using both show the best time for each.
On the other hand, it is important to remember that not all customers are in this ideal condition, and that it is necessary to invest in attracting all those who are potential buyers, but who are not yet strongly intentional. Cases like these are the ideal times to use the display network with ads that focus on education and information.
