Pay per click marketing is a tried and true tactic for garnering leads and revenue for an e-commerce business site. However, it is one of the pricier methods available to marketers. So, it behooves site owners to have a strategy to make the most of the monies that they dedicate to pay per click. Site owners can make use of pay per click advertising solo, without a dedicated team. It simply requires an understanding of the two different ways that pay per click can advertise their product. PPC operates by placing dedicated advertisements either on a Search Network, or a Display Network. Search Networks are recognizable as the adverts that normally appear at the top of a Google search string. Conversely, Display Network ads can be found on sites and blogs that are adSense enabled. Your ad will be showcased to align with the topic of the blog, or site, possibly showing up as a banner. Good marketers will recognize that each technique is targeting the customer at a different stage of their readiness to buy. The search network is lassoing readers that already know what they want to get. Meanwhile, the display network is luring those that are less ready, but open to get a bead on what they may want. It’s smart to use different campaigns for each sort of advertising, as the goals are different. It also saves money.
- When browsers use Google search, they get a page that includes an array of ads positioned at the top of the screen. These are Search Network findings.
- The Display Network is less prominent. But it is available on sites and blogs that have AdSense enabled.
- Marketers are wise to create separate campaigns for each network, thereby saving cost and overlapping messaging.
“Companies can choose to place their advertisements on two different networks: the Search Network or the Display Network.”