Cannect Digital
Whats Your Online Marketing Strategy?
By - cannect

What’s Your Online Marketing Strategy?

Unpacking GDN and Google Ads


PPC marketing on Google has become one of the primary avenues for modern marketing.

However, advertising on Google is not always so simple, you have to know which network works best for your goals and when you should use them.

So, let’s start.

Display Ads, these are ads that appear on the Google Display Network (GDN), boasting a powerful system that has a reach of over 2 million websites and 90% of internet users.

With GDN you are able to advertise to a targeted audience around the world at the early stages of the buying cycle, reach them while they browse online, watch a video or check their emails.

In a general sense, GDN is designed to target buyers early in the sales cycle. Because users aren’t actively searching for a product.

Display advertising allows you to create all types of ads- text, image, video and interactive while placing these ads on websites that are relevant to your product offering.

These ads are then targeted to the people who will most likely be interested in buying your product offering.  With GDN you can manage and track your budget, campaigns and results.


However, display ads are not limited to websites, they can appear in the following formats:

  • Text – these display a headline, two lines of text, and a URL; often appear in website sidebars
  • Banner – these include images and rich media, so animations and custom layouts can be used
  • Gmail – appears in Gmail inbox
  • App- targets specific mobile app categories


What Is The Search Network?

These are the ads that appear next to the search results as people search for related products and services that are triggered by keywords. Once a search query matches one of your keywords, your ad could appear above or alongside the search results.

Search ads work on a pay per click basis (PPC), businesses that run these ads are only charged when a user actually clicks on the ad, hence the name “pay per click”.

Google ads work best for top of the sales funnel activity when users are actively searching for services and products. If you are looking for immediate short-term results, Google Ads is the way to go.

How Do I Know Which One to Use?

Deciding which type of ad to use will depend on your goals. Each network has a unique purpose and it is vital that you understand the differences before you settle on one.

Deciding which ad type to use will depend entirely on your goals and marketing strategy. It’s vital that you understand each type of ad and their differences before you settle on one.

Each network serves a different purpose, and it’s crucial you understand the differences before you settle on one.