This is a very basic problematic and it is always one of the most common questions we get at the beginning of of almost every corporate training. Considering that, we think it could be a great idea to share a broad answer which would help distinguishing the two networks. Please feel free to contact us if you want to dig deeper into that.
The Search Network:
The search network is a group of Google powered search engines where your ads are qualified to become visible, Google being the principal search engine. Ads are triggered on the search results pages of the search engine at whatever time a user searches on terms based on your integrated keywords or phrases you used to search for information. Search engines like Google will show your ad next to results that match your chosen keyword phrases.
The Display Network:
The display network consists of thousands of websites using Google AdSense which provide you the prospect for your ads to be displayed on these external websites. Your ads can also be triggered automatically based on the keyword themes within your ad groups or you can also decide to select individual sites using managed placements. The Content Network is represented by content based websites such as blogs, information sites, Gmail and so on. This is a very huge network of website and can get your ad on some very high traffic pages.
- The Search and Content Networks are very different and need very different approaches when planning your campaigns. The Search Network needs precise call to action ads and tightly focused keyword groups.
- When planning for the Content Network things to consider would be more informational ads and broader keywords groups.
- The importance of them depends on your marketing goals; the search network can be used for a much targeted sales approach for instance whilst the display network is ideal for building a brand name across a very large reach.
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