Michael Jordan and Scottie Pippen. Cheese with guava. Ronaldo and Rivaldo. Bishops and horses, in chess. What do these pairs have in common? Each of the parties has a specific function, which can bring satisfactory results. However, when together, they are much better than adding the two individually.
This is how you should look at the Search Network and the Google Ads Display Network. When this pair works together, you will have better results than working with just one of them.
However, before you start advertising on what you don’t use, it’s important to understand how they work and the different ways they use to reach your audience. But first, a recap:
Different pieces, but working together in search of the bigger goal.
Search Network advertising, also known as Pay-Per-Click advertising, or PPC, shows your company’s products and services when a user in your area searches for something related to your services on Google.
The operating logic is simple: you own a shoe store. You renewed your inventory with white and gold shoes for the end of the year, and you want to advertise this on Google.
When a person searches for a word in which you are advertising, for example, “white and gold sandals”, the user’s search will cause your result to appear in the search part of the search network.
This will bring visibility to your brand. If your ad is relevant and your landing page is pleasant and dynamic, you will close a sale.
The main strength of the research network is that everyone has space in the auction, even the smallest companies. So this is a great way to reach your local audience, with ads that show the address and that are targeted only to a region close to your physical store, for example. Another positive point is that you will only appear when your consumer is actively looking for your product or service, making you more likely to convert that consumer.
The display network is basically an online billboard for your brand. It is a way to increase the recognition of your company because it appears when the person is accessing sites that use the display network, and not only when they are looking for your services.
When your customer is online, it is important that your brand is present on the pages. Let’s do an exercise:
How much time do you spend on the internet doing research on products and services, and how much time do you spend reading news, listening to interviews, staying informed about sports and culture, or even reading recipes?
We use networks much more as a way of keeping up to date on our favorite sites than actually looking for something specific. It is important, then, that you are present at these times.
You look for information about a new model of sneakers: comfort, durability, price, opinions of people who have already bought, and discover that it would really be a good option to buy.
If you are reading news about football at night and see a banner about that same shoe with a 30% discount (that is, you were impacted by a remarketing action ), you are likely to buy. And this is how the display network works.
How do they work together?
Going back to the example of white and gold shoes: let’s say the user searched, opened his ad, was interested, but did not finalize the purchase. You then need to appear to her at times that do not involve research, as a souvenir.
The same goes for the opposite: he saw your display, found it interesting, and researched your product later. The two strategies complement each other, working together to increase your sales and conversions.
Generally, when we look at where our conversions came from, the credit will come from the search network, so we can assume that it is more important.
What is not included in this calculation, however, is the brand recognition work that the display carried out before this final research.
A study presented at Forbes shows that 27% of consumers conduct a survey right after seeing a display, and the conversion rate for this display-related survey is 59% higher than a direct survey.
There is something they teach us from an early age: don’t bet all your cards in one move. This teaching also applies to your advertising campaigns: the most successful campaigns are usually those that are present in various ways in the media.
Small businesses and local businesses can use this teaching more succinctly: when advertising online, don’t spend all of your money on just one of the ways to advertise.
You can even be successful using just one of the tools, but the results of working with both together will be much better.