Google Ads For Beginners: Where Does Your Google Ads Show Up?

There are two main networks for running your Google ads: search network and display network.

If you want to run Google ad campaigns, you need to know where will your ads show up on each network, so you can plan your ad campaign to reach your target audience effectively.

Search Network:

When you run your ad campaigns on the search network, your ads will appear on the top of the search result page. The rest links are organic results.

For example, when I search for "winter coats" on Google, the top two search results which have an "ad" icon are the Google ads. It means my search term matches the keywords that the brand is bidding on.

If you have a limited budget, you could run your ads on the search network only because it is based on PPC (Pay Per Click). If you have an urgency sale or limited-time promotion, you could use the search network to run your campaign, too. It is an effective way to drive your website traffic.

Display Network:

Display network advertising refers to any advertising that's done not on Google.com and does not on other Google-owned properties such as Google Maps or business pages.

On the display network, your ads could be any formats: text, video, image, or rich media. For example, when I click on an article on The New York Times website, an image ad appears on the top of the page.

Running an ad campaign on the display network is a good way to increase brand awareness. Google will match your ad content to relevant websites or placement to increase impressions.

You could target your ads in different ways. You could target based on previous browsing history. You could also run a remarketing campaign. You could target a specific website or specific section of the website if you want.

It is a really good way of getting a lot of additional cheap traffic because you don't know the user's intention. If I am reading The New York Times, I may or may not be interested in the advertising on the page. That's why it is not as competitive as search marketing, but it doesn't necessarily mean that your ROAS will be less.

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