Today I will demystify what the Google Search and Display networks actually are—I will also try to paint a picture of how both networks can be useful to your business for generating more customers.
I have taken some time to get both definitions straight from the horse’s mouth (Google).
Search Network:
“The Google Search Network is a group of search-related websites and apps where your ads can appear.”
Basically, this is when a user literally types something into Google.
One essential thing to note about each network is knowing how and where it delivers your ads to users ie. leads. The Search network primarily is going to show your ads above or below search results on Google Search. This is a meaningful moment, especially if you’re a time-sensitive service-based business like an attorney, locksmith, or plumber.
Google Search Network does a great job of providing a solution to user’s woes!
Think about it for a moment…when you need something immediately the first thing most of us do is reach for our phone or jump on the computer to look for a solution. This is the main reason why the Search Network rules when it comes to providing a direct solution for customers.
Source: GOOGLE
DISPLAY NETWORK:
As for the Display Network, it primarily focuses on targeting users every other place on the web meaning: “favorite websites, YouTube videos, checking their Gmail account, or using mobile devices and apps.”
This network is also what advertisers use to remarket to customers that have already clicked on your site. Think of this as a reminder for people that are already interested in your service or product.
Source: GOOGLE
Painting the Picture 🖼
Here is one strategy for businesses that can benefit from using both the Google Search and Display networks.
Primarily focus the majority of your marketing budget on the search network (intent-based) this has a more meaningful impact on your business bottom line and produces actual revenue/sales.
Second, utilize the Google Display network to retarget users that have visited your website from your Ads. This way you can pick up on any customers that may have not engaged directly the first time around. The value here is by putting a direct offer in front of someone that already shown interest in your service or product.
When developing a solution and strategy to any business lead generation goals, it’s always important to consider both networks and utilize both of them independently to generate the best results. Dig into the data and don’t be afraid to test over and over.
Feel free to reach out directly if you have any questions or just want to talk about the data. I’m always happy to help!
