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 Yellow Pages
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 display 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 way back in 2006. 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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