What are Networks in Google Ads?

Networks in Google Ads refers to the location or platform where the advertisers can place their ads to reach a wider audience. The platform can be either google sites, websites, or mobile phone apps. Google offers various types of networks that help advertisers select the platforms where they may likely reach their potential audience. So, understanding the types of networks is crucial for the campaigns that are parallel to your business and marketing goals.

Types of networks in Google ads

There are two categories of networks in Google ads that allow you to choose where you would want your ads to appear and include

Google search network

The Google search network is the main advertising network of Google that uses Google search-related websites such as maps, images, or shopping or sites that collaborate with Google for the placement of ads. Your ad may appear on the search results when a user searches something on a site when your ads contain relevant keywords that match the searches.

Various types of ads can appear in search networks, which include

  • Text ads
  • Responsive search ads
  • Dynamic search ads
  • Call-only ads
  • Shopping ads
  • Image and video ads

Advantages of Google Search network

  • Target high-intent users: the Google search network helps in targeting high-intent users who may be searching for your product or service. For example, if a person searches for a particular product and your ad, which is of a similar product, appears at the top of the search, the user may most likely click your ad.   
  • Relatively cheaper: this network is the right choice for advertisers who have a limited budget, as search ads work on a bid format, which allows the advertisers to set a budget according to their pocket.
  • Keyword targeting: the search network uses relevant keywords in the ads to reach the target audience.  

Google display network

Unlike the Google search network, which displays add-on search queries, the Google display network displays add-on websites, apps, or other online platforms. It comprises millions of websites, apps, and Google properties such as Gmail or YouTube. This Google network is a great option when advertisers want to showcase their visually engaging ads while the user browses any website, watches YouTube videos, or checks their Gmail.

Advantages of Google Display Network

  • Broad coverage: this network is ideal for reaching a broader and high-volume audience which is great for brand awareness and reach.
  • Retargeting: The Google display network also helps in retargeting the audience that has previously clicked the ad or visited the website but did not make a purchase. With retargeting ads on the Google display network, advertisers show previously viewed products to the users to regain this interest.
  • Increased conversions: the display network works by assessing the history of the user when they reach the website and showing ads that are relevant to their search history, behavior, or traits. The use of historical and real-time data helps advertisers to reach their target audience.

The networks in Google ads play a vital role in placing your ads on the right platforms and reaching the target audience. Whether you want your ads to appear on search sites or apps, depending on where you would find your audience, Google Networks helps you with its display and search networks.  

Author