Are you getting started with Google Ads? There’s a lot to take in. You can choose from dozens of targeting options, ad formats, placements, and more.
One of your first questions may be, “Where can I advertise?”
Google Ads lets users advertise on two main properties: Google Search and Google Display Network. Let’s explore what these two look like in more detail.
Sections
Where can I advertise on Google Search?
Google Search ads appear when people are searching on Google Search. That means your ad may appear:
- Above or below the organic search results
- As a text ad (or with an image if it’s a Shopping ad)
- In a Shopping Carousel or in the Shopping tab
- In Google Maps or in the Maps app
- Above, below, or to the side of search results in Google Play
Essentially, whenever people are using Google Search, whether they’re on their smartphone or a desktop computer, they may encounter your ad. Ads can also appear on Google search partner websites.
The types of ads eligible to appear on the Search Network include:
- Text ads
- Dynamic Search ads
- Responsive search ads
- Call-only ads
- Shopping ads
- Image and video ads (only on Google Search Partner sites)
Here are a couple examples of Google Search Network ads in action.
Both text ads and Shopping Ads appear for the keyword “picture hanging kit.”
If we toggle over to the Shopping tab, we see ads above the organic results.
If we search for “home improvement store,” we can see a text ad for Lowe’s at the top.
Where can I advertise on Google Display Network?
When you create a Google Display ad, your ads can appear across the Google Display Network, which includes over 2 million websites, videos, and apps visited by over 90% of Internet users around the world. The Google Display Network includes popular Google properties like YouTube and Gmail, as well as any website that has opted in to show these ads.
If you’ve ever been reading a blog and seen a banner showing some products you recently browsed on a shopping website, congratulations — you’ve just been targeted with a Google Display ad.
Because Google Display ads appear across the web, they’re great for both introducing people to your brand with a snappy visual, as well as reminding them about what you do or sell. With remarketing ads, you can show people the very same products or services they browsed on your website, and encourage them to circle back to their cart.
With Display Ads, you can engage people with both video and image ads. They come in all shapes and sizes, literally. They can be rectangular or square, large or small, static or animated. The types of ad formats eligible to appear on the Google Display Network include:
- Responsive Display ads
- Uploaded display ads (check out our blog that explains the difference between these two)
- Video ads
- App engagement ads
Here’s an example of a Responsive Display ad. As the advertiser, you upload your logo along with a handful of headlines, supporting copy, and graphics, and Google combines them into the best ad format that’s most likely to get someone to take action.
Here’s one more example from the Orange County Register homepage. We see three types of Display ads, and we haven’t even scrolled down!
Google Display vs. Google Search: What’s the right choice for your ad campaign?
A successful advertising strategy leverages both types of advertising properties: Google Search Network and Google Display Network. This is the best way to reach people both when they are actively looking for a product or service like yours, and when you want them to keep your brand top of mind as they browse and visit other websites across the web.
Ready to see what Google Ads can do for your brand? Let’s talk.
