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7 Essential Facts About the Google Network

The Google Network provides a home where your Google Ad can appear online. Direct Google websites, hundreds of partner sites, and a handful of mobile apps can all showcase your campaign. When it comes to the Google Network, you have two options, Google Search and Google Display, both of which exhibit different perks. So align your choice with your business goals when deciding to go for one, the other, or both.

Looking to get started with the Google Ad Network? The following guide offers you an introduction into all elements of the Google Network by covering:

  • An explanation of what is the Google Network
  • An insight into Google Display and Google Search
  • The differences between both networks
  • A summary Google Display Network
  • A summary of Google Search Network
  • Click Fraud Protection

The Google Network is basically everywhere that your Google Ad can appear. When you have created your perfect ad, you can decide where wish to display it online. You can choose from direct Google sites, their partnership websites, or a range of mobile apps. 

The Google Network is divided into two groups: 

  • The Search Network covers Google search results pages, additional Google sites such as Maps or Shopping, and partnership sites that support Google ads.
  • The Display Network covers popular Google websites including YouTube, Blogger, and Gmail, plus thousands of websites that partner with Google.

What is the Google Network?

Let’s dive deeper into the different groups. Below you can find an overview of the 5 main usages and differences between Google Search Network and Google Display Network:

The Search Network

What is the search network
What is the search network?
  • When will I use the Search Network?

With lower costs than Display Network, yet higher conversion rates, this option can deliver cost-effective results. Perfect for startups or businesses on a budget.

  • How will people see my Search Network ad?

Your campaign will pop up whenever anyone searches a term related to your keyword list through direct Google searches and hundreds of search partner sites.

  • Which type of ads can I run on the Search Network?

Text ads only

  • What type of audience will I reach with Search Network?

Search display specifically uses your keywords list, guaranteeing to attract your target audience. 

  • What does the Search Network offer me as a publisher?

Due to the nature of this network, CTR is high as individuals are searching for your keywords with a purpose. 

The Display Network

What is the display network
What is the display network?
  • When will I use the Display Network?

To expand and grow your business by enhancing the visibility of your ad.

  • How will people see my Display Network ad?

Through Youtube, Gmail, blog posts, online articles and a range of mobile apps.

  • Which type of ads can I run on the Display Network?

Text-ads, images, and videos

  • What type of audience will I reach with Display Network?

Viewers are already browsing relevant topics so introducing your ad at this time provides the perfect window of opportunity for reaching your target audience. 

  • What does the Display Network offer me as a publisher?

Promotes brand awareness

Differences Between Google Display and Search

We have explored the main differences between Google Ad Network and Google Display Network. Now let’s compare their features to see which one is best for you.

Search Network

Display Network


50 cents to $100+ per click

1 cent to 50 cents per click


Google Search Engine only

3 million+ partner websites

Target Audience

Keywords only

Similar Audience
New Market Audience


Text-Ads Only

Images, Videos, and Text-ads


High CTR

Promote Brand Awareness
  • Cost of each Network

As you can see from the table above, Search Network is a lot more cost-effective than display. 

  • Reach with Automated Targeting

Increase your conversions by exploring who has previously purchased your products and discover high-performance audience, then target these. 

  • Target audience

The Google Display Network includes a ‘similar audience’ and ‘in-market audience’ feature which allows you to focus on an audience that is most interested in your product. 

  • Format

The network you choose depends on the outcome you wish for from your ad. For those wanting to connect visually with customers and promote brand awareness, Google Display Network allows you to add videos and images. If you aim to get your message across in a simple, yet effective, way then Google Search Network will do the job.

  • Benefits

With Search Network, you can expect a high CTR. With Display Network you can boost brand awareness and in turn reach a larger audience.

Which Sites Are Included in the Google Display Network?

  • As a publisher, what options can I find on the Display Network?

A huge network of websites has Google Adsense enabled, meaning that you can feature your ad on popular sites such as on a relevant blog, YouTube, or online articles. 

  • How does the Display Network work?

The Display Network is designed for advertisers to reach their target audience at the most effective time. Targeting options on allow you to display your ad to people most interested in your product. Display Search targets themes within your keyword list. 

  • What are the benefits of using the Google Display Network?

As a publisher, you will understand that time is of the essence. So save yourself precious time with Responsive Display Ads (RDAs). Google’s new default format makes it easier for advertisers to reach customers by automatically adjusting to the most effective display. The Google Display Network will analyze images, headlines, descriptions, and logos to ensure your ad is fully-optimized display.

When Will I Use the Search Network?

  • What options can I find on the Search Network?

The search network is the most common form of advertising as it targets active searchers and will appear to the most effective audience. This drives more conversions as people are specifically searching for a product. 

  • How does the Search Network work?

The Google Search Network is driven by keywords whereas the display network ads appear based on themes in the keyword list. The Search Network offers keyword-specific targeting meaning that your ad will appear whenever a search including your keywords is entered into Google. 

  • How much will it cost to publish in the Search Network?

Costs for Search Network are relatively lower than Display Network with PPC rate ranging between 1 to 50 cents.

  • What are the benefits of using Google Search Network?

Publishers who offer a direct service can highly benefit from Google Search Network. For example, if you are a hairdresser, you will display your business details along with your contact number on your ad. When people search ‘hairdressers’ they can easily retrieve your contact details through a Google search. This is a perfect example of successful CLT.

Protect Yourself from Click Frauds

Now you have explored what is the Google Network and the benefits of the Search Network and Display Network you can happily choose which option is best for you. Remember, every time someone clicks on your link, you will be charged. Make sure to choose the most effective method of advertising for your company goals. 

Unfortunately, there are some scammers out there who will exhaust your link by over clicking without any intention of buying. This can rack up a huge bill for your business as throw off reports. To protect yourself from Click Fraud you can simply contact us and we will make sure your campaigns are safe and sound.


Since working for ClickCease, Oli has become something of a click fraud nerd, and now bores people at parties with facts about click farms and internet traffic stats. When not writing about ad fraud, he helps companies to optimise their marketing content and strategy with his own content marketing business.

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