How to invest your budget in a Google Ads campaign?

Are you planning a Google Ads campaign and wondering which strategy will make it more performing? Start by delving into the two main types of ads and choose the one that best suits your business and budget.

The Google Ads campaign is an inevitable test bed if you decide to promote on the web. But what is the right type of ad? To understand this you will first have to familiarize yourself with the functionality of the search network and the display network. Discover the advantages and differences and choose the best type of campaign for your promotion and for your business.

How does a Google Ads Search campaign work?

Google Ads ads in the search network are text ads posted above or below the organic results, however in a prominent position and marked with the "Ad" label. Google displays the ad based on the user 's query to provide the most relevant and highest quality results. The advertiser who wants to do a campaign on the Google search network buys the specific and relevant keywords, in an auction system in which the various advertisers compete with each other. By working creatively on keywords, on the quality of the ad and on the landing page, you have the possibility to achieve a good ranking, even with a limited budget.

How does a Google Ads Display campaign work?

The advertisements in the display network are graphically and visually more complex and captivating than those in the search network, as they are also composed of images and videos. The promotional banner is shown to the relevant public, profiled on the basis of interests, personal data, geolocation etc. The user is reached by the promotional advertisement while surfing the web or while watching a video on YouTube and the coverage ensured by this type of Google Ads campaign is truly remarkable. The figures globally speak of billions of page views every day on the display network, thanks to the more than 2 million sites, blogs and apps of the Google circuit.

Search and Display campaign: differences and advantages

The substantial differences between the Google Ads search network campaign and the display campaign are both how the ad is presented, textual / banner only, and the context of 'interception': in the case of the search network, while the profiled user performs a relevant search to your ad category; in the case of the display network while browsing sites, apps, blogs related to your interests and relevant. Using the two strategies in synergy can be the winning move, but it risks becoming very expensive. If the budget does not allow it, evaluate the main advantages and start with the most convenient way for you.

Benefits of the Google search network

In a short time you increase your visibility on the web and consequently the possibility of having useful clicks to the goal, whatever it is.

Through the reports you collect data on the intercepted user, as well as on which keywords are best performing.

Benefits Google Display Network

The wide coverage increases the ability to generate highly segmented traffic from lead.

You can select the sites on which you want to post your ads and decide the viewing categories.

Search and Display campaign: what to choose?

These are excellent promotional tools, for which Big G guarantees! The choice depends on the budget and the goal. If your budget is not particularly large, you could start with a Google Ads campaign on the search network, which we also recommend if your goals were lead generation and a CTA for sales. If, on the other hand, you aim at brand awareness and knowledge of your brand / product, the display network can be more effective.

Posted By Abdul Rimaaz

Digital communication consultant. I deal with Strategy and Digital Communication. Web & Digital Manager, SEO, eCommerce, Content, Social Media. Songwriter, Guitar Player, and then anyway I look at everything.