Originally launched back in October 2000, Google Adwords is a self-serving ad platform that allows business owners and marketers to create narrow, targeted ads. Rather than buying bulk “banner” ads on high-traffic websites and properties, for instance, you can create ads that are only seen when a user searches for a related keyword. While most Internet marketers are familiar with the basic concept behind PPC networks like Adwords, they are often confused regarding the Search Network and Display Network.
Search Network and Display Network Defined
When creating new campaigns on Google Adwords, you’ll have the option to choose between two different targeting platforms: the Search Network, and the Display Network (formerly known as the Content Network). The Search Network lives up to its namesake by displaying ads on Google Search, as well as a couple other closely knit properties like Google Maps, Google+, YouTube, and AOL Search.
The Display Network, on the other hand, is a larger, broader group of properties on which ads are displayed. Websites participating in Google’s Adsense program typically display these ads.
Create Two Separate Campaigns
An all-too-common mistake made by Internet marketers is targeting both the Search Network and Display Network in the same campaign. Why is this a problem? Well, you’ll usually find Search Network traffic to be of higher quality than Display Network traffic. This is due to the fact that a significant portion of the Search Network traffic comes directly from Google Search (e.g. when a user searches for a keyword). With the Display Network, the traffic tends to be low-quality; thus, it doesn’t convert as well.
Creating two separate Adwords campaigns — one for the Search Network and another for the Display Network — will allow you to adjust your maximum bids accordingly. Because the Adwords Search Network contains higher quality traffic, it’s usually best to raise your max bids for it and lower your max bids for the Display Network traffic.
Should I Ditch the Display Network Altogether?
This is a question that many business owners and marketers ask. It the Display Network contains low quality traffic, shouldn’t you just focus on the Search Network? Not necessarily, as it may still deliver sales/conversions. Furthermore, Google recently announced plans to make the Display Network traffic 100% viewable. Up until now, a large portion (roughly half, according to Google) of Display Network ads would go unseen. If the ad loaded below the fold, and the user didn’t scroll, the ad wouldn’t be seen yet the advertiser would have still been charged. Google announced last month, however, that Display Network ads would be 100% viewable, meaning if you were charged for an impression, a user saw your ad.
