http://www.marketinggrin.com This slideshow looks at Google AdWords and compares the display network to the search network

1. Which is better: The
display network or the
search network?

2. Google AdWords
Google AdWords is Google's primary advertising network where advertisers can
advertise on sites which are part of the Google network. Google AdWords is split
into two sections; the search and the display network. The Google AdWords
search network enables companies to run text adverts on search engines that are
in the Google network. The Google display network allows businesses to run
video, rich media, image and contextual ads on all non-search related sites which
are in the Google network including: YouTube, Gmail, Blogger and other sites that
are part of the Google network.
The cost of advertising and marketing is normally dependent on reach and the
level of targeting. This can make advertising quite pricey and there are no
guarantees on it actually working. AdWords addresses these concerns and
provides an advertising medium with a global reach and one which is very
targeted. You are also in a position to pay only when your advert is clicked on
although the traditional; cost per mille charging model is available if you prefer.
http://www.marketinggrin.com 2

3. Reporting
Among the greatest advantages of Google
AdWords is the ability to accurately measure
the results of your advertising campaign.
Despite the fact that this sounds
fundamental, it's something which is often
not done in other advertising platforms.
http://www.marketinggrin.com 3

4. Choosing the right network
With two great Google networks to select from,
choosing the right one for your firm can often be a
difficult job. The right one to suit your needs will
depend on your marketing spend as well as your
campaign objectives. The Google search network is
perfect for direct response campaigns where you'll
be able to deliver a clear return on your investment.
The display network however is far more suitable for
branding campaigns where your intention is to
improve awareness of your product or service. It is
possible to still deliver a good ROI from the display
network, particularly if you're using the remarketing
tool; but the ROI is usually considerably lower on the
display network compared to the Google search
network. This is due to the fact users are not
specifically searching for your product or service.
http://www.marketinggrin.com 4

5. Remarketing
A terrific way to improve conversions is by
making use of the remarketing tool. This is
where companies target users which have
visited their web site and therefore are
interested in their products. You are able to
either advertise the same products that they
looked at on your website or it is possible to
decide to advertise similar products that
they may be keen on.
http://www.marketinggrin.com 5

6. Utilise both networks
If at all possible, an AdWords campaign will
utilise both the search and the display
network and will incorporate both direct
response campaigns and branding
campaigns.
Have you ever tried using AdWords?
http://www.marketinggrin.com 6

7. If you are looking for a Google
AdWords campaign call
Marketing Grin
0207 953 4015
http://www.marketinggrin.com 7