Many advertisers are usually challenged by the decision of which advertising network is most profitable to advertise with.
We believe every company (Company = product / service for a given audience of a certain age, geographical location, sex, language, etc..) has its own story and therefore we are just going to outline a general comparison between the two networks that can be used as a start.
Google search network refers to the actual advertisement that shows up after users enter a search query in Google search (that explains the name Google Search Network).
Google display network refers to image or text advertisements that you see on many sites across the web. Google pays those sites every time an advertisement message gets clicked and therefore many sites decided to be part of this revenue stream.
Why does it cost more?
Many people say the search network costs more than the display one. This is true from a cost per click point of view since in most markets the search network can also cost more than double the display network.
Let’s look at it from a different angle, which is the one supporting the belief that people that are actively searching for a product or service are actually more likely to buy it than people that looked for it in the past or that are just exposed to it (which is what the Google display network does).
Summarizing, you will have less clicks to sell to somebody that is actively looking for a product or service and therefore you might end up paying the same (if not more) on the display network than on the search one.
What is the best option for branding?
If you are trying to set up a branding strategy you would definitively pick the display network as you would be able to show your logo across many internet sites to millions of people.
The only real choice you have to make at this point is whether you would like to pay per click or per thousand impressions.
Which network converts more?
Conversions CAN be influenced by the network you are using but the main factors influencing your changes of conversions are others and they include the effectiveness of your landing page and the targeting strategy of your campaign.
GENERALLY, the search network has a higher conversion rate (which does not necessarily mean a bigger number of conversions).
Where do I get more clicks?
Clicks are mostly depending on the budget you have but given a display and a search campaign with the same budget, you are more likely to get more clicks on the display campaign for the reasons we already talked about.
Also, advertising on the display network means receiving tons of impressions, which is something good for companies trying to achieve some brand visibility.
Do not get scared if you are running a display network campaign and having a very low CTR (click through rate). This is totally normal and it is due to the fact your ad shows up on thousands of sites across the display network and gets clicked only by people having given a percentage of interest in it.
Should I use both of them in the same campaign?
Here at Zebra Advertisement we believe that the two advertising networks need to be in two different campaigns since this would make it easier to evaluate and optimize.
Also, please make sure to create a campaign per country in order to keep your account well optimized and effective. This is still valid if you would like to advertise in one language only across different countries.
These are just a few questions that might be part of this topic, so please feel free to submit more questions and we would be happy to include them in our post.