Search vs. Display: Which AdWords Network Should You Use for Best Results?

May 13, 2019

Unlike other forms of advertising, online advertising is measurable! Pay-per-click advertising on Google is one of the essentials of modern marketing. However, Google is not so straightforward, and to advertise effectively, businesses should know which network works best in achieving their goals.

Each online marketing platform has its own set of advantages and disadvantages. Hence, you simply just cannot apply a one-size-fits-all strategy. To help businesses out, below is a significant discussion in the difference of Google search network vs. display network.

Google search network

digital marketing in dubaiGoogle search campaign is probably the default choice of most marketers who want to make their ad-copy visible on Google’s SERP (Search Engine Results Page) when searched with related terms. This type of campaign is preferable for almost all advertisers because it allows them to reach out to people when they are actively looking for something. Moreover, if you are clever enough, combined with other factors, your ad might get the top position in the SERP. This means that your website will get maximum exposure online.

Additionally, ads on the Search Network have become more engaging compared before. Now, you can show more details about your business such as address, phone number, additional links and more with the standard ad copy. According to an SEM agency Dubai, it has been observed that Search Network campaigns tend to convert more visitors than its counterpart – Google Display Network.

Google Display Network

Google Display Network lets marketers display their ads on a list of websites and the list also includes some Google Products including YouTube, Blogger, Gmail, Google Finance, etc. In addition to this, mobile websites and apps have become part of this Google Display Network. All these websites are collectively known as GDN (Google Display Network). According to Google itself, the reach of the Google Display Network is about 90% and it has got a massive 2 million plus websites in its pool.

Internet marketing companies Dubai say that marketers need to realize the truth that not all visitors on Google Display Network are shoppers. People visit those websites on a regular basis for watching videos, reading articles, catching up on news, etc. Thus, if you really want people to go to your website by clicking your ad, you need to work overtime to ensure that the ad is creative and unique enough to capture the attention of the audience. As users are already engaged with the content of the website, it is really hard even for a seasoned marketer to get them to click on the ads.

No matter what Google Network you choose at the end, you need to make sure that it is contributing to the overall conversion rate of your business. Keep a close eye on the performance and you will be good.

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