When running PPC campaigns to advertise your business online, you’re likely going to consider using two of the major Google networks to do this: Search Network and Display Network. What’s the difference between these two networks? And how do you decide which one is the best fit for your PPC campaigns?
Search Network ads target those who are actively searching for something. For instance, if you are a plumber and someone types in “emergency plumber,” this indicates they need your services right now as they are actively seeking them out. In comparison, Display Network ads are used to grab someone’s attention when they aren’t actively looking for a product or service. For instance, say you come across an ad that says “Book your next dentist appointment!” You may not have been thinking about going to the dentist, but now you remember that it’s been a while since your last appointment.
Here are a few factors that may affect how you choose to use Search Network ads and/or Display Network ads when running PPC campaigns:
- Competition and Cost — Search Network can get pricey, especially if you’re in a competitive industry. If you want to cut costs, you can consider targeting less common phrases, which are cheaper, and can still bring you the right customers. On the other hand, Display Network ads are cheaper, but depending on your audience and industry, they might not lead to as many direct conversions.
- User Behavior — Search Network ads work best when people are in the middle of researching or ready to buy something. Comparatively, Display Network ads catch people when they don’t necessarily have an immediate need but end up clicking on an ad anyway because it sparks their interest.
- Ad Format — Search Network ads are simple text ads that tell someone exactly what you offer. However, Display Network ads are more visual, allowing you to use videos, images, or even interactive methods to grab people’s attention.
- Seasonality — Search Network ads are great for your business if you have busy times during the year, but this usually comes with price spikes due to increased competition. Display Network ads can also work during seasonal peaks, but you won’t see as much of a price spike in terms of what it costs to keep your ads out there, even if competition increases.
Both Search Network ads and Display Network have a place in the PPC campaigns you run for your business. We can help you determine what makes the most sense for your goals and audience, so contact your WordJack Marketing Manager today if you have any questions or would like to start a new PPC campaign to boost your business.
