At nexus-security, our team of expert consultants examines countless PPC accounts, and we’ve noticed a recurring problem. While our clients have diverse challenges, many stem from one fundamental error: running their campaigns on both the Search and Display Networks concurrently.

In almost every case, this approach spells disaster for a PPC account. The core issue lies in the fact that these networks target users in vastly different contexts. Moreover, since performance metrics are aggregated across both networks, it becomes difficult to assess their individual effectiveness and impossible to allocate budget by network.

Simply put, using the same approach for both networks is futile. If you have campaigns running on both, spare yourself future headaches by separating them. In this article, we’ll delve into the specifics of each network and determine the types of advertisers best suited for each.

A Brief Look at Search Network with Display Select (SNDS)

Before we explore the intricacies of each network, let’s address an exception to this rule: Google’s latest innovation, Search Network with Display Select (SNDS). Our avid readers may recall a recent blog post featuring a Google video broadcast (with our very own Rich Griffin!) highlighting the advantages of this new hybrid campaign model. SNDS enables advertisers to extend their search campaigns to the GDN in a restricted manner. Google Ads asserts that it employs “enhanced signals and predictive methods” to guarantee display ads are shown only where highly relevant to the advertisers’ “ideal” customer.

As Rich explains in the Google hangout video, this approach echoes Enhanced Campaigns, where Google Ads encourages advertisers to broaden their reach and appeal to a wider audience. Less experienced PPC managers or those with limited time might see this low-effort option as a blessing. However, it comes at a cost. By opting for this model, you relinquish significant control over GDN performance and place a great deal of trust in Google. We strongly recommend advertisers with the available time to stick with the established best practice of managing Search and Display Networks through separate campaigns.

When to Utilize the Google Search Network

Running ads on the Search Network is the most prevalent and familiar form of PPC advertising. This network selection displays your ads on Google’s search engine results pages (SERPs). You can further expand your reach by including “search partners,” a group encompassing smaller search engines like AOL.

This advertising method proves highly effective because it targets an active searcher actively seeking something. Consider the example above, where someone searches for a plumber in Virginia. Upon entering the query, both paid ads (highlighted in red) and organic listings appear. While plumbers could rely on organic (free) listings, they’re more likely to succeed with Search Network ads. Paid ads are not only richer in content but also allow plumbers to include extensions with additional links, phone numbers, and addresses. Since the Search Network connects advertisers with individuals actively seeking their products or services, search campaigns generally yield higher conversions than display campaigns.

Consider running a Search Network campaign if:

• You have a limited budget: When clients have budget constraints, we typically advise starting with the Search Network. This format tends to drive direct conversions, making it easier to measure and justify PPC efforts. Once you’ve mastered Search, consider expanding to the Display Network, which can increase visibility, potentially leading to higher search volume for your business.
• You offer an “emergency” product: If your product or service caters to immediate needs (plumbers, locksmiths, electricians, etc.), advertising on the Search Network is crucial. For these industries, it’s essential for your ad to appear when someone needs your services.

When to Employ the Google Display Network (GDN)

Beyond traditional search advertising, Google allows advertisers to place ads on numerous websites across the internet. This collection, known as the Google Display Network (GDN), comprises blogs, news sites, even YouTube. According to Google, the GDN encompasses over 2 million sites, reaching more than 90% of global internet users. This vast reach makes it attractive to advertisers aiming to expand their online presence.

Users on the GDN aren’t necessarily in a purchasing mindset. They’re engaging in everyday online activities like reading news, blog posts, or watching videos. To succeed on the GDN, your ads must capture attention and entice users to click through to your site, diverting them from their initial engagement. This is challenging—even with compelling ad creative, it’s difficult to entice clicks while users browse the Display Network.

However, don’t dismiss the GDN just yet. While clicks may be harder to come by, ad space is abundant. It’s an ideal platform for promoting brand awareness, and its extensive reach appeals to advertisers looking to expand their audience base. Increasing your brand’s visibility might lead to more organic listing clicks or an increase in brand-specific searches. These clicks are also typically less expensive than those on the search network.

Consider running a Display Network campaign if:

• You want to boost brand familiarity: Many advertisers leverage the Display Network for brand awareness campaigns. The GDN’s vastness offers numerous opportunities to connect with target audiences. This doesn’t mean blindly displaying ads. Google Ads provides various targeting options, including managed placements (specific advertiser-selected sites) and website groupings based on audience traits. By appearing on reputable sites popular among your target audience, you can quickly increase brand familiarity.
• Your sales process is lengthy: If your product or service isn’t typically purchased immediately, keeping your brand top-of-mind for potential customers as they deliberate is crucial. We recommend using remarketing through the GDN. This strategy allows displaying ads to past visitors, encouraging them to return and convert. For example, a friend recently browsed the Tiffany’s website, researching engagement ring prices. After his visit, he was added to their remarketing list and encountered their engagement ring ads across the internet. They successfully re-engaged him, leading him to purchase a ring sooner than anticipated.
• You offer a visually appealing product: Since the GDN allows image ads, it’s perfect for advertisers with visually enticing products. As display advertising relies heavily on attracting attention, having an appealing product to showcase is advantageous. Just look at the example below. Tell me you wouldn’t do a double-take!

• You have compelling video content: If you’ve invested in high-quality video content, put it to good use. YouTube attracts massive traffic (over a billion daily views), presenting significant advertising potential. Given its popularity, Google has simplified setting up video campaigns (especially for those with existing creative assets). This can be incredibly impactful for connecting with your target audience. People are more likely to engage with videos than text or image ads, and with Google’s TrueView option, you only pay when users show genuine interest by watching for at least 30 seconds. Already running Google Ads? Evaluate your account’s true performance with our Free Google Ads Grader!

Implementing a Dual-Network Strategy

Based on these descriptions, you might realize that your company could benefit from both the Search and Display Networks. We recommend many advertisers to run campaigns on both, budget permitting.

However, to fully leverage each network’s strengths, it’s crucial to create separate, network-specific campaigns. Strategically, this allows you to tailor messaging based on where your audience encounters your ad. Logistically, this segmentation is critical. It not only enables setting specific budgets and bids per network but also keeps your data organized and facilitates more effective optimization.

Take click-through rate (CTR) as an example. Display Network ads generally have lower CTRs than Search Network ads (unsurprising given the different contexts). Without campaign segmentation, CTR data can be significantly skewed, making performance analysis challenging.