Google Search Network vs Google Display Network — Zest Digital

When running a PPC campaign in Google Adwords, you must optimise your strategy based on which Google network you run your ads in. There are 2 main networks; the Search Network and the Display Network (formerly called the Content Network).

Speaking to clients who have tried Adwords in the past, many aren’t convinced by its effectiveness. This is usually due to running a single campaign in both networks (which Adwords does by default). In most cases, running a single campaign in both the Search and Display networks is counterproductive to cost-effectiveness, unnecessarily driving down your ROI.

What are the differences between the Search and Display Networks?

Ads which run in the Google Search Network will appear in the SERPs (Search Engine Results Pages). This means that when someone searches for the keywords you chose when building your campaign (for example: Dog Training), your ads will be displayed. The screenshot below shows this: