Google Adwords: How to choose the right network type

Google Adwords is a great marketing channel for big corporations, such as Adidas and Domino’s, as well as for small businesses. Google Adwords is more than just a tool, it is the science of developing a compelling, simple, and unique message delivered with the right choice of keywords and bit strategy.

Are you a business willing to advertise on Google? Are you looking for a top position on the search page? The first step is to decide on the Network type – Search Network or Display Network? Let us help you!

Search Network & Display Network

Advertising on Search Network is the most common and well-known form of PPC advertising, compared to Display Network. With this network selection, the ad will be eligible to appear on the first page of Google search engine result page (SERP). Within the Search Network, it’s possible to choose between Google search and Search partners. Google lists and as examples of their search partners. These ads are targeted based on the keyword(s) users select as their search query. It is only possible to run text ads on the Search Network.

The Google Display Network reaches over 90% of the websites, mobile apps, and video content on the Internet. The good news is you can target your audience based on keywords, visitors to specific websites, content of a web page, interests, age, gender, and more. You can even use the display network to target people who have visited your website – which is called remarketing.

Recent Statistics (by Smart Insights)

  1. Number of businesses advertising on the Search Network exceeds over 1.2 million
  2. Number of sites that are part of the Google Ad Display Network is over 1 million
  3. Google’s Display campaigns reach 80% of global internet users
  4. Consumers exposed to display ads are, on average, 155% more likely to search for brand- and segment-specific terms.
  5. 70% of mobile searchers call a business directly from Google Search

The Strategic Difference

The Search Network is the most effective form of online advertising which target an active searcher who is on a mission to find something somewhere. The choice of Search Network is the right decision if you are selling an emergency product, i.e. products that are used only at the particular time of the year, event, or season.

Apart from that, when you or your clients are restricted with of small budget, then search networks is the preferable one. This format can easily drive direct conversion to your business and make very easier to measure your efforts of campaign.

On the Display Network, your first goal is to establish trust by giving value, and then nurture the visitors down the road to become paying customers. A good description of Display Network was given by Cynthia Price, Emma Marketing Director:

“We get that someone seeing a display ad isn’t necessarily interested in learning more about our product just yet. It’s all about brand awareness, and more importantly for us, trust-building.

So we offer content that we think will be valuable and helpful to our audience’s marketing efforts. It starts our brand relationship off on the right foot, helps them understand the strength of our expertise and paves the way for us to nurture or retarget them in the future.”

If you selling a product that customers are not willing to purchase immediately, and you need to stay top of mind for when they are ready to purchase. In this scenario, Re-marketing is an excellent compliment to all marketing efforts. This strategy allows you to show ads to anyone who already visited your site and encouraging them to return and ultimately convert into a buyer.

Examples of Google Adwords campaigns

Here you can find few examples of Google Adwords campaigns launched by various businesses, provided by Sensei Marketing:



The Good…

  1. Good use of Toronto in the headline as well as the 416 phone number and address, again assuring me I’m dealing with a company actually located in Toronto.
  1. Good use of Google Maps for small business.
  2. I like the “award winning” website design

The Not so Good…

  1. The display url should also include “toronto” or “toronto web design” to catch the prospects eye easier (all keywords are bolded in a Google ad)
  2. The “call for free quote” isn’t a very strong CTA. If you’re an award winning agency, I’d suggest saying something like “see the design that won x award, and how we can do same for you” (I know you’re limited with the amount of characters you can use in a Google Ad, but the point is to give your prospect extra incentive to click on your ad over the others).



The Good…

  1. Nice, clean design that visually shows the company designs for desktops as well as tablets and mobile devices.
  1. The phone number catches your eye
  2. I like the “request a quote” hyperlink, but don’t make the prospect have to click to other pages if they don’t have to: put the form on this page.

The Not so Good…

  1. No sign of the award that was mentioned in the original ad
  1. Navigation links are unnecessary, you know the prospect is interested in web design, so keep them focused on what they’re looking for
  2. I don’t see examples of their web design work: samples should be included on this page without having to go searching for them.

Importance of a Good Landing Page

Landing pages focus your visitors’ attention on one particular offer, limiting the distractions of everything else on your website. Visitors are on a landing page for just one single purpose: to obtain an offer by completing a lead-capture form.

Below you can find few useful tips for your landing page:

Less is More:



Many of you are probably aware of the phrase “keep it simple, stupid.” Apply that same philosophy to your landing pages. A cluttered page usually results in a distracted, confused, and/or overwhelmed visitor. Talk about landing page friction! Instead, embrace white space, and keep the text and images on the page simple and to-the-point.

No Long Forms:



Sometimes people won’t fill out a form just because it looks long and time-consuming. If your form requires a lot of fields, try making the form appear shorter by adjusting its styling. For example, reduce the spacing in between fields or align the titles to the left of each field instead of above it so that the form appears shorter. If the form covers less space on the web page, it may seem as if you’re asking for less.

Security is crucial:



Nowadays, people are even more resistant to give up their personal information now than ever before. It’s understandable, considering the information security scandals. Luckily, there are a few different features you can add to your landing pages to help reduce visitors’ form completion anxiety:

For example, you can add a privacy message (or a link to your privacy policy) that indicates visitors’ email addresses will not be shared or sold. If your form requires sensitive information, include security seals or certifications so visitors know their information is safe and secure. Also, add testimonials or customer logos. It’s a great way to leverage social proof. For example, if your offer is for a free trial of your product or service, you might want to include a few customer testimonials about that particular product or service.


Google Adwords is the art of perfect online advertising, where the first and the foremost step is to choose between 2 Network types – Search Network and Display Network. The right answer depends entirely on the objective you have set for your online marketing plan.

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