The main difference between Search Network and Display Network campaigns in Google Ads lies in the way your ads are displayed and the targeting options available. Here’s a breakdown of the two campaign types:
Search Network Campaigns:
- Ads are shown primarily in Google Search results and other search partner websites when users enter relevant search queries.
- Ads are text-based and appear above or below the organic search results.
- Targeting is keyword-based, meaning you choose specific keywords or phrases relevant to your business, and your ads are shown when users search for those keywords.
- Search Network campaigns are best for capturing high-intent users actively searching for products or services related to your keywords.
- You have control over ad extensions, such as sitelinks, call extensions, and structured snippets, to enhance your ads and provide additional information to users.
Display Network Campaigns:
- Ads are displayed across a vast network of websites, apps, and videos that partner with Google to show ads. This network includes popular sites like YouTube, news websites, blogs, and more.
- Ads can be various formats, including text, image, video, and rich media.
- Targeting options are broader and include demographics, interests, topics, placements (specific websites or pages), and remarketing (showing ads to users who have visited your website before).
- Display Network campaigns are best for generating brand awareness, reaching a wider audience, and visually showcasing your products or services.
- You can use visual ad formats, such as image or video ads, to create engaging and visually appealing campaigns.
- Ad placements may be automatic based on your targeting options, or you can manually choose specific websites or placements where you want your ads to appear.
It’s important to note that while Search Network campaigns focus on reaching users actively searching for specific keywords, Display Network campaigns have a broader reach and can target users based on their interests, demographics, and browsing behavior. Each campaign type serves different advertising goals, and the choice between them depends on your specific objectives and target audience. Some advertisers choose to run both Search Network and Display Network campaigns to maximize their reach and target different stages of the customer journey.
Budget Allocation:
- Search Network campaigns often have higher cost-per-click (CPC) rates compared to Display Network campaigns because they tend to have higher conversion rates due to the user’s active search intent.
- Display Network campaigns generally have lower CPC rates but may have lower conversion rates as well. However, they can help build brand awareness and reach a larger audience.
Ad Format and Placement:
- Search Network campaigns feature text-based ads that appear above or below the organic search results on Google Search and search partner websites.
- Display Network campaigns offer a wider range of ad formats, including image ads, video ads, responsive ads, and more. These ads can appear on various websites, mobile apps, and video platforms within the Google Display Network.
Targeting Options:
- Search Network campaigns rely primarily on keyword targeting. You select specific keywords that trigger your ads to appear when users search for those terms.
- Display Network campaigns provide various targeting options, including demographics (age, gender, location), interests, topics, placements (specific websites or pages), and remarketing (showing ads to users who have visited your website before).
Campaign Objectives:
- Search Network campaigns are effective for capturing users actively searching for specific products, services, or information. They are well-suited for driving conversions and direct response.
- Display Network campaigns are more suitable for brand awareness, reaching a wider audience, and influencing users who may not be actively searching for your offerings. They are often used to generate interest and drive users to the website for further engagement.
Overall, choosing between Search Network and Display Network campaigns depends on your advertising goals, target audience, and budget. It’s common for businesses to use a combination of both campaign types to maximize their reach, leverage different targeting options, and achieve a balanced advertising strategy. Regular monitoring, optimization, and testing are essential to ensure your campaigns are performing effectively and driving the desired results.
Click-through Rates (CTR):
- Search Network campaigns generally have higher CTRs because users actively search for specific information, and the ads shown are directly relevant to their search queries.
- Display Network campaigns typically have lower CTRs as they rely on contextual targeting and reaching users who may not have an immediate intent to purchase or take action.
Ad Placement Control:
- Search Network campaigns offer more control over ad placement, allowing you to specify the keywords, bids, and ad positions.
- Display Network campaigns provide less control over ad placement as the ads are automatically placed based on targeting options and available inventory.
Visual Impact:
- Search Network campaigns focus on text-based ads, which may have limited visual impact compared to the visually appealing image or video ads used in Display Network campaigns.
- Display Network campaigns allow for more creative and visually engaging ad formats, which can be advantageous for capturing users’ attention and conveying your brand message effectively.
Contextual Relevance:
- Search Network campaigns target users based on their search queries, ensuring a high degree of contextual relevance between the search intent and the ad shown.
- Display Network campaigns rely on contextual targeting or audience targeting options to determine ad placement, which may result in ads being shown on websites or pages that are thematically related but not directly matching the user’s current intent.
It’s important to assess your marketing goals, target audience, and available resources to determine which campaign type aligns best with your objectives. In some cases, running both Search Network and Display Network campaigns can provide a well-rounded advertising approach, leveraging the strengths of each network to reach your target audience at different stages of the customer journey. Regular monitoring, analysis, and optimization are crucial to ensure your campaigns are delivering the desired results.
