The Search Network
Most
people know about the Google Ads Search Network. As I mentioned above,
these are the ads on Google.com. Plus, if you target the Search
Partners, then you’ll also show your ads on Ask.com, AOL.com, Amazon,
and other partners of Google.
Generally,
this is where I recommend most businesses get started with online
advertising. Every day your prospects are searching for your product or
service and the Search network gives you the opportunity to show your
offer at exactly the right time and place. It’s similar to the old
Yellowpages book. Remember that thing?
When
I was growing up, I would dust off the Yellow Pages whenever I needed
to find a place to order pizza on the weekend. Now people turn to
Google, but the idea is the same. Get in front of your prospects when
they are looking for you rather than blasting ads into space and
praying that your prospect needs what you’re offering at that exact
moment.
The Display Network
I’ve
reviewed hundreds of Google Ads accounts so I know for a fact that many
businesses are not aware of the Display Network. By default, Google
will opt your ads into both the Search and Display networks. So unless
you took the time to change that particular setting, your ads are on
the Display Network. This can come as a nasty surprise when all along
you thought your budget was all spent on Google.com!
Now,
I’m not saying the Display Network is bad. I actually love the Display
network. But you need to be aware of some key differences.
For
one, your ads are not showing on Google.com. Your ads are going to be
displayed across more than a million blogs, news sites, articles,
videos, etc. Basically, the Display Network allows you to target your
ads on any websites that displays Google Ads. About.com is an example
of a very large site that you could target.
The
second key difference with the Search Network is that on the Display
Network you’re targeting prospects who are not necessarily searching
for your product or service. That’s why display advertising is
sometimes called “interruption marketing,” because you’re interrupting
your prospect as she’s surfing around online. For that reason, you
typically need to use different ads and different landing pages for the
Display Network.
The
third key difference is that you have the option to use banner ads in
addition to the traditional Google Ads text ad. Banner ads give you
more room for compelling copy, design, and even animation to capture
more attention.
The Shopping Network
If
you’re running an e-commerce business, then you should take a look at
Google’s Shopping network. Do a search in Google for “barefoot running
shoes” and you’ll see the shopping results. (On a side note – did you
have any idea there was such a thing as barefoot running shoes? Sounds
ridiculous but it’s a very popular trend in the running industry).
Think
of the Shopping network as a catalog. You know your prospect is picking
up the catalog to buy. It’s just a matter of which store.
The
same is true for many searches that trigger the Shopping results. So
use your product image, name, and price wisely. That’s all you get to
use for your ads. There’s no headline or ad description like the
traditional Google Ads text ad.
The Video Network
Google
purchased YouTube for $1.65 billion. Yup, that’s a “B” for billion. And
ever since they’ve been scheming away trying to monetize that behemoth
video-sharing site.
Eventually,
they struck gold with what they call the TrueView ad format. If you’ve
ever clicked a YouTube video and saw a pre-roll video ad, then you’ve
seen what I’m talking about. TrueView ads are pre-roll videos similar
to commercials.
But
here’s the key difference from commercials: you only pay for actual
views of your ad! Every ad has a “Skip” button and if the viewer clicks
skip, then you (the advertiser) do not pay a penny. Pretty cool right?
Well,
it gets even better. If your prospect watches a TV commercial, then she
has to either pick up the phone to call or load up a browser to go
visit your website. Not super convenient. With TrueView ads, your
prospect can literally click on the video to go visit your website to
learn more, make a purchase, complete a form, or get contact
information.
The App Network
The
final network to discuss is for targeting mobile apps. This is a good
fit for businesses targeting the younger generation while they are on
their mobile devices. Also, if you want to promote your own app, then
the App network is a great option.
With
that said, for most of our clients, the App network is not a good fit.
But by default, Google will show your ads on the App network if you’re
targeting the Display network. So if you’re advertising on the Display
Network, chances are your ads are showing up in the App network without
your approval.
If
you would like to block the App network in a regular Display campaign,
then exclude the placement for “adsenseformobileapps.com.” That’ll
block your ads from showing on the App network.
Where Should You Start?
Again,
if you’re just getting started, I recommend you create an ad campaign
exclusively on the Search Network. Steer clear of the other networks
until you have a campaign working on Search. Then expand to the other
networks one at a time.
Remember,
each network will likely require a different strategy, along with
different ads and landing pages. Don’t try to test them all at once
with the same ads!
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