When it comes to Google Ads, many businesses feel like they’re standing at a crossroads, unsure about which path to take. Do you choose the Search Network, where you’re catching people in the act of searching for what you offer? Or do you go with the Display Network, where your ads are plastered across various websites, apps, and even YouTube, ready to hijack your audience’s attention?
The truth is, these two networks are as different as night and day. But both have their place in an effective ad strategy. Whether you’re a small business looking to capture the attention of high-intent customers or a big brand building awareness, understanding the differences between the Google Ads Search and Display Network will help you decide which one to prioritise—or how to use both to your advantage.
In this article, we’ll strip away the jargon and get down to brass tacks, exploring the strengths and weaknesses of each network, so you can make the right decision for your business.
What is the Google Ads Search Network?
The Google Search Network is the bread and butter of paid search advertising. These are the text-based ads you see at the top (or bottom) of search engine results pages when you type in a query. It’s the online equivalent of walking into a shop with a shopping list in hand.
For example, if you’re a digital marketing agency offering Facebook Ads services, your ad might appear when someone types “Facebook Ads consultancy” or “how to optimise Facebook Ads” into Google. These ads are driven by keywords—the terms people are actively searching for.
Key Features of the Search Network:
- Highly Intent-Driven: Users are actively looking for answers or products related to what you offer. This means they’re more likely to be ready to take action—whether it’s buying, signing up, or booking a consultation.
- Text-Based Ads: These are simple, often understated ads that blend into the search results, consisting of a headline, description, and URL.
- Pay-Per-Click (PPC): You only pay when someone clicks on your ad, making it a cost-effective way to drive traffic, provided you bid smartly.
- Precise Targeting: You can choose exactly which keywords trigger your ads, giving you control over who sees them and when.
When Should You Use the Search Network?
The Search Network is ideal for businesses looking to capture high-intent traffic. This network thrives when users are already in a decision-making mindset. For instance, if you run a PPC consultancy targeting businesses looking for “Google Ads specialists,” the Search Network allows you to capitalise on this intent.
But here’s the kicker: it’s not just about throwing up an ad and waiting for the clicks to roll in. The success of your Search campaigns hinges on how well you choose and bid on your keywords. Get this wrong, and you’ll end up paying for clicks that don’t convert.
What is the Google Ads Display Network?
The Google Display Network is a different beast altogether. Rather than focusing on search queries, the Display Network allows your ads to appear across a huge range of websites, apps, and even on YouTube. These ads can be text-based, but more often than not, they are image-based, video, or even interactive.
Think of the Display Network as your brand’s chance to say “Hey, remember me?” to users as they browse the web. Unlike the Search Network, where users are actively searching for something, Display ads appear as users consume content related to their interests or behaviour, not necessarily their current needs.
Key Features of the Display Network:
- Visually Engaging Ads: You can use images, videos, or even interactive elements to capture attention. The flashy, the bold, and the beautiful tend to perform well here.
- Broader Audience Reach: Your ads appear across a network of millions of websites, apps, and YouTube channels, giving you a much larger potential audience.
- Audience Targeting: Instead of targeting based on keywords, the Display Network allows you to reach users based on their interests, demographics, or browsing behaviour.
- Perfect for Awareness and Retargeting: The Display Network is great for getting your brand in front of people who may not be actively searching for your product but are likely to be interested based on their online behaviour.
When Should You Use the Display Network?
If you’re looking to build brand awareness, the Display Network is your playground. It’s perfect for introducing your brand to new audiences or for running retargeting campaigns that nudge users who have visited your site but didn’t convert.
Let’s say someone visited your site after searching for Facebook Ads management services but didn’t fill out a lead form. You can use retargeting ads on the Display Network to follow them around the web, reminding them of your services and enticing them to come back.
Search vs Display: Key Differences
While both networks can be effective, they serve very different purposes. Here’s a quick side-by-side comparison of the Search Network and the Display Network:
| Feature | Search Network | Display Network |
|---|---|---|
| Ad Format | Text-based ads | Image, video, and interactive ads |
| Targeting | Keyword targeting (based on search queries) | Audience targeting (based on interests and behaviour) |
| User Intent | High (users actively searching for something) | Low (users passively browsing content) |
| Cost | Higher CPC due to competition | Typically lower CPC, but more impressions |
| Best For | Lead generation, high-intent conversions | Brand awareness, retargeting, and passive engagement |
| Reach | Limited to Google search results pages | Vast reach across websites, apps, and Google properties |
When to Use Search, Display, or Both?
Choosing between the Search Network and the Display Network depends on your campaign goals:
1. Use the Search Network for High-Intent Traffic
If you need immediate results from users who are ready to take action, the Search Network is your go-to. It’s particularly effective for businesses that offer services, e-commerce, or lead generation. Think of it as a sniper approach, targeting exactly when someone is searching for what you offer.
For example, a digital agency offering Facebook Ads management services can bid on keywords like “best Facebook Ads specialists” or “how to improve Facebook Ads ROI,” ensuring their ad reaches users who are actively searching for those solutions.
2. Use the Display Network for Brand Awareness and Retargeting
If your goal is to build brand awareness or stay top-of-mind with potential customers, the Display Network is your playground. It’s also a great tool for retargeting users who have already visited your site but didn’t convert.
Say you’re running a Facebook Ads consultancy and a user visited your site but didn’t sign up for a consultation. You could use the Display Network to retarget that user, showing them engaging visual ads as they browse other websites, subtly reminding them of your services.
3. Combine Both for a Hybrid Approach
Many successful campaigns combine both the Search and Display Networks. You can use Search ads to capture high-intent traffic and drive immediate conversions, while using Display ads to build brand awareness and retarget users who didn’t convert the first time around.
A hybrid strategy allows you to cover all bases—capturing those actively searching for your services while also staying top-of-mind with a broader audience.
FAQs About Google Ads Search and Display Networks
1. What is the main difference between Google Ads Search and Display Networks?
The main difference is that the Search Network targets users actively searching for products or services, while the Display Network shows ads to users as they browse websites, apps, or YouTube, based on their interests and behaviour.
2. Which network is better for conversions?
The Search Network tends to be more effective for high-intent conversions because users are actively searching for something specific. However, the Display Network can be powerful for retargeting and brand awareness, leading to conversions over time.
3. Can I use both Search and Display Networks in one campaign?
Yes, you can run Search and Display campaigns simultaneously, but they are usually best managed separately due to their different targeting methods and objectives.
4. Is the Display Network cheaper than the Search Network?
Generally, yes. The Display Network typically has a lower Cost Per Click (CPC) than the Search Network because users are not actively searching for solutions when they see your ad.
5. How do I know which network to prioritise?
It depends on your campaign goals. If you want immediate conversions, focus on the Search Network. If you’re building brand awareness or retargeting visitors, the Display Network should be your priority.
Final Thoughts
Understanding the Google Ads Search and Display Networks is crucial to building a successful paid ads strategy. While Search Ads are perfect for capturing high-intent traffic, Display Ads can help you build awareness and retarget users who didn’t convert initially.
By leveraging both networks effectively, you can ensure that your Google Ads strategy covers all the bases, driving immediate conversions while also growing and nurturing your audience.
Need help optimising your Google Ads campaigns? Get in touch today to work with a team of experts who specialise in driving real results. Or, if you’re also running Facebook Ads, check out our Facebook Ads Management services for a holistic approach to paid advertising.