Google Display Network vs. Search Network: Key Differences and When to Use Each

In the rapidly evolving digital marketing landscape, deciding where to allocate your advertising budget can greatly impact your campaign's success. Google provides two robust tools: the Google Display Network and the Search Network. Each has distinct features and advantages; grasping their differences is crucial for successful marketing.

This post will explore the fundamental differences between these networks and guide when to use each for maximum impact.

Understanding the Networks

To make the best decisions, it's essential to understand these networks and how they fit into the Google Ads ecosystem.

Google Search Network focuses on getting your ads in front of users actively searching for specific keywords. For instance, if someone searches for "best running shoes," your ad might appear alongside the search results, targeting those ready to purchase.

In contrast, the Google Display Network includes a wide variety of websites, apps, and videos where your ads can appear. This network allows you to present your brand visually to users who may not be actively looking for your product but could still be interested.

Both networks serve unique purposes and can enhance your advertising strategy when used together.

Key Differences Between the Networks

Targeting Options

The targeting options on each network greatly affect how businesses connect with their audience.

Search Network Targeting

Keyword Targeting: Select specific keywords to trigger your ads when users search for those terms. For example, targeting "affordable gym gear" could help you reach fitness enthusiasts looking for budget options.
Demographic Targeting: Beyond keywords, you can narrow your audience based on demographics like age, gender, and location. For instance, targeting women ages 25-35 in urban areas can help tailor your ads effectively.
Negative Keywords: Exclude irrelevant searches to improve ad relevance and spending efficiency. If you sell premium running shoes, you might want to exclude searches for "cheap running shoes."

Display Network Targeting

Contextual Targeting: Ads are displayed based on the content of a webpage. For instance, if users visit a cooking blog, your kitchenware ads can appear, increasing relevance.
Placement Targeting: Choose specific websites for your ads. If you want your ads on popular lifestyle blogs, you can select those directly.
Audience Targeting: Segment your audience using options like in-market audiences, who are actively shopping for specific products. For example, if someone has recently browsed fitness products, they could be targeted with relevant ads.
Geographic Targeting: Similar to the Search Network, you can target users based on locations to make your ads more relevant. For example, promoting local events or services can drive community engagement.

Ad Formats

Each network offers distinct ad formats, which impacts how your message gets delivered.

Search Network Ad Formats

Text Ads: The primary format, consisting of a headline, description, and URL. A clear text ad for "running shoes" might highlight a discount, encouraging immediate clicks.
Call-Only Ads: Designed for mobile users, these ads prompt direct calls, perfect for services like plumbing where immediate action is needed.
Shopping Ads: Ideal for e-commerce, they show product images, prices, and descriptions directly, which can lead to higher click-through rates. It has been shown that shopping ads can lead to purchases 25% more often than standard text ads.

Display Network Ad Formats

Image Ads: Visually appealing ads can be displayed in various formats, like banners, to capture attention effectively.
Responsive Display Ads: These adapt to different placements automatically, allowing for flexibility in how your ads are shown.
Video Ads: Particularly effective on platforms like YouTube, video ads can enhance user engagement through storytelling, with studies showing that video ads can increase recall by up to 80%.

User Intent

Understanding the intent behind user searches shapes your advertising approach.

Search Network Intent

The Search Network targets users ready to convert. When someone searches for "buy running shoes," they are often prepared to make a purchase. This makes it ideal for campaigns focused on generating sales or leads quickly.

Display Network Intent

The Display Network targets a broader audience. Users may not be actively searching for specific products but can be inspired through visually appealing ads. This is particularly useful for brand awareness campaigns or retargeting efforts. For example, targeting users who visited your site but didn't make a purchase can remind them of your offerings.

When to Use Each Network

When to Use Search Network

Direct Response Campaigns: Use the Search Network for urgent conversions. It works best for time-sensitive offers that can drive immediate action.
Specific Offer Promotions: Promote limited-time deals or new products where the intent to purchase is high.
Niche-Specific Traffic: For specialized products, the Search Network connects you to customers actively looking for those options, increasing the chance of conversion.

When to Use Display Network

Brand Awareness Campaigns: Use the Display Network to introduce your brand to potential customers who might not yet know you exist.
Retargeting Existing Visitors: Bring back users who previously engaged with your website, reminding them to consider your products again.
Visual Storytelling: If your brand can be effectively portrayed visually, the Display Network allows you to create dynamic ads that attract attention.

Using Both Networks Together

Combining both networks can maximize your marketing impact, allowing you to reach users at various points in their customer journey.

Full-Funnel Marketing: Capture users who are ready to convert with the Search Network while nurturing leads with the Display Network.
Remarketing Strategies: Re-engage users who showed interest through Search Network campaigns by targeting them with ads on the Display Network.
Data-Driven Insights: Collect valuable audience insights by running campaigns on both networks. This helps optimize strategy and budget allocation based on performance metrics.

Measuring Impact on Campaign Performance

Performance Metrics

Understanding key performance metrics in both networks is essential for assessing effectiveness.

Search Network Metrics

Click-Through Rate (CTR): Typically higher because these ads target users with immediate intent. A good CTR might range between 2-5%.
Cost Per Click (CPC): Can be higher due to competition for keywords, but often leads to better conversion rates. CPC can vary by industry, with an average between $1 to $2.
Conversion Rate: High rates are usual, as users are already searching for relevant products when they see your ads.

Display Network Metrics

Impressions: This network usually results in higher impressions, which is excellent for building brand awareness. For example, campaigns can see millions of impressions in a single month.
Engagement Rates: Engagement can vary based on ad creativity. Metrics might include clicks on visual elements or video views.
Cost Per Acquisition (CPA): Usually lower than the Search Network, but users may take longer to convert, highlighting the need for effective follow-up strategies.

Final Thoughts

Understanding the Google Display Network and Search Network can help you create more efficient advertising strategies. Utilizing the Search Network for high-intent campaigns and employing the Display Network for awareness and retargeting can lead to better outcomes.

By integrating both networks into your marketing strategy, you enhance your ability to reach customers at various journey stages and optimize your budget based on performance insights. This balanced approach can drive conversion success and foster long-term customer relationships.