Aleksandar Marić

Aleksandar Marić

Google Search and Display Network

In our last blog post, we’ve described the difference between various types of Google Ads and we’ve specified where they are appearing. In order to better understand the way some ads appear on specific locations, you need to understand the differences between the Google Search and the Google Search Network. What is the Google Network?

The Google Network is called a place where Google ads can be displayed. The Google Network is shared with Google Search and Google Display. As their name suggests, search campaigns appear on the Google Search Network while display campaigns appear on the Google Display Network.

What is the Google Search Network?

In the Google Search Network, ads appear on the Google Search Network, the Google Shopping network, Google Maps, and Google Play, and also include all search sites that are Google partners. Ads are displayed when entering a word or search term in a web search engine.

To run ads on the Search Network, you must create a search campaign. When creating a search campaign, keywords are entered, and ads are displayed if someone searches for the words or phrases you enter. So, for example, if plumber for repair works wants to start advertising, it will create a campaign and put “plumbing repairs” for the keyword. When a user in the Google search engine taps “plumber repairs,” he will show the ad for that craft. When creating a campaign, there are many options available. For example, this may affect the way ads will appear on devices – mobile devices, computers, and tablets. Depending on the desires or results that a given campaign has on a specific device, it will decide whether to invest more budgets, for example, in mobile advertising, or some of the devices will be completely excluded from the campaign. We’ll take a closer look at the campaign settings in one of the upcoming listings.

What is the Google Display Network?

Google Display Network shows ads on Google pages such as YouTube, Blogger, Gmail, and the like, and on sites that are Google partners around the world (such as web portals, forums, and more).

Why choose a Google Display Campaign, we’ll show you in a hypothetical example. The owner of a shoe-selling store is aware that his customers are attracted to the visual identity and appearance of his products. The shop owner does not have the option of online shopping, while the Shopping campaign is not available in Croatia. The main goal of advertising to the owner is getting acquainted with potential buyers with brand awareness. The owner decides on the Google Display campaign because he knows that in this case, the products can be displayed on various websites with relevant content or targeting the relevant group.

This may seem confusing now, but to clarify:

Relevant content – for example, if someone is watching a fashion-related video, it will be shown a shoe ad.

Relevant Targeting Group – Google collects its users’ information and is able to target the target group based on them. So, if a person regularly searches and looks at shoes, it’s possible to determine that such a person is showing a shoe ad when visiting a Google partner portal.

The good thing about display ads is that you can control which pages your ads are running and determine the target group by interests and topics. These targeting features allow the advertised product to design a large, yet specific audience and ensure that ads are shown to the right people.

Google ads on the Google Network can be displayed in different shapes. They associate advertisers with potential buyers at the time they are doing an online activity associated with what the advertiser offers – such as searching for a product, reading a blog about a particular subject, watching video content-related content, and so on. Choosing the right type of ad gives the advertiser the assurance of the best possible promotional results – the real ad, displayed to the right person at the right time.

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