By now just about everyone has heard of Google AdWords. But if you’re just getting started in online marketing, you may have a few questions about the differences between Google’s two AdWords networks: Search and Display. Here are the basics to help you get started:
Google Search Network
In search advertising, the consumer is looking for you. Google uses its own search related sites (Google Maps, Shopping, etc.) as well as partner websites to deliver results to consumers. Advertisers can use keywords to trigger their search ads. If you’re a florist in Chicago, you want your website to appear at the top of the results page when someone searches “Flowers Chicago.” While search advertising can be useful, there is little room for branding in only a line or two of text. Essentially, search ads are used to gather clicks.
Google Display Network
In display advertising, you are looking for the consumer. Google’s Display network includes millions of websites including a few of its own. Display ads can appear everywhere from YouTube videos to blogs to shopping sites. Display ads are like billboards, the consumer probably isn’t actively looking for what is being advertised, but it helps the company create brand recognition. Unlike search ads, display ads have a very low click-through rate. This can actually work to a company’s benefit if they are only paying per click, however, you don’t want to waste money advertising on irrelevant websites.
To learn more about the differences between search and display marketing, contact us today.