Use Google Adwords for Brand Awareness | Display Vs Search Ads

Brand-awareness, facebook-ads

Google Adwords is a great tool to help increase brand Awareness. Here we’ve got some tips on Search Network & Display Network AdWords. According to Google, Display Network has reached over 90% of the entire Internet population

When it comes to increasing brand awareness , AdWords can be a great medium, often overlooked by marketers who are away from social media and other channels. The intention to buy behind Google searches is usually higher than other PPC channels and you want to make the most of it by maximizing sales. It can also be a great tool to help increase brand affinity. Whether your business is just starting or is more established and is looking for some new audiences. After setting the goals of your branding campaign, you can select the best places to show your ads, and then measure success by monitoring impressions, conversions, and other statistics. A brand awareness strategy is used for newcomers who are new to the business or who have not yet earned a name for themselves.

Both paid search and paid social advertising are great ways to reach those new users and make them familiar with your brand. The truth is, brand awareness is important in a digital environment in every way because it is traditional.

What types of campaigns can you create in Google AdWords?
  • Search
  • Display
  • Shopping
  • Video

Now, for every campaign, you have a strategic set of goals that you can accomplish. So today we’ve got some tips on Search Network & Display Network AdWords. which will help you to grow brand awarness of your product.

Google Display Network

The most obvious place to start with your brand awareness campaigns is the Display Network. The Google Display Network has over 2 million websites. According to Google, it reaches over 90% of the entire Internet population.


The Display Network allows you to target users with specific interests. While the Display Network does not present a great opportunity for immediate sales, it is a great opportunity to get your brand in front of your target audience.GDN offers several different ways to reach its target audience with two main categories: contextual and audience targeting.

Contextual targeting means that you can target the content on the site that the person is viewing. Audience targeting is another way you can reach users on GDN. In this option, you are targeting individual users, regardless of what content they are viewing. Display Network is great for remarketing ads. These are keyword-targeted ads based on the user's search history - users will likely be more receptive to displaying ads from brands they have already visited or services they are targeting.

Reach them when they are watching a news video, playing a game on their phone, or even checking their email. It also allows visual and rich media advertisements, rather than just plain text - and considering that the brain is an estimated 90 percent of all information processed, visualization alone can be a huge game-changer.


The real key to using the Display Network is how you target those users. A range of options are available. These include choosing specific websites to place ads, targeting certain topics or keywords, or even following them around a specific audience wherever they go.


That list gives you a lot of control over who sees your display ads - so you can really trust the kind of people you want to present your brand to. You can add many of those targeting options depending on how narrow/specific you want your reach to be. the more visual types of display ads allow business owners to communicate messages with consumers and really build their brands

If you’re looking to extend the reach of your brand, the Google Display Network is one of the most effective means of doing so.

The Googe Search Network

Google's search network may not be the most obvious place to build brand awareness, but text ads can be one of the fastest ways to reach a wider audience. With this network selection, your ads will be eligible to appear on Google SERPs. If you want to expand your reach, you can expand your goal to include "search partners", a group consisting of smaller search engines, such as AOL.

These results show up based on the relevancy to the users search query both by organic web crawlers Google puts out, as well as paid ads on the top and bottom of the page.


Campaigns on The Search Network typically have an end goal for users, such as clicking on your ad or calling your business.

This is the number of searches in a given time for a particular keyword. If it is more, people are already searching for you for what you provide, so building awareness is not a priority. You can use the Keyword Planner to determine the search volume. For example, I recently needed flowers for Christmas evening in Florida.

So, I went to the search network and searched for one in my area:

florist-in-florida, unitedstates

The “florist in Florida” query generated tons of businesses that could help me to provide flowers.

This campaign type is for advertisers who want to target only those who are searching for their products directly, without time and budget to target other types of potential customers. The search network includes Google's search engine, shopping, Google Maps and some search partner sites - such as AOL - in which Google text ads also appear.

Difference Between Google Search Network and Display Network

  • The major difference between these two networks is an active and passive explorer, and you need to decide which explorer you want to work with first. From a conceptual point of view, it is very straightforward. A search network with a display select option is basically what it sounds like; Your run-of-the-mill Search Network placements, along with placements on some Display Network sites
  • Compared to the AdWords search network, the display network has the largest viewership of any online platform. YouTube has a monthly viewership equivalent to 10 Super Bowl - so it's not a surprise that display advertising is said to capture 34% of all online advertising spend and about 10% of all marketing budgets.
  • If you are a new company or are selling a product or service that people are unaware of, then you want to start by focusing on branding with your display ads. The Google Display Network is a great way to get in front of potential customers who don't yet know your brand.
  • The good thing about the search network is that you are targeting the active searcher. So someone is coming to AdWords and they are actively looking for your products or your services. Then you have the opportunity to present your advertisement in the same way for them.

So, what is the best way to run an AdWords campaign? Well, there really is no clear answer. If you are new to AdWords, I would suggest running your ads only on the Google Search Network. It's important to you, or whoever manages your campaign, to know the AdWords system well and understand the diffrence of search and display ad see the inforgraph bellow

Google Search vs Display Network – A Comparison (Infographic) - An Infographic from Digital Marketing Philippines

Infographic Embedded from Digital Marketing Philippines

In this article, you know that search and display work are very different ways. The power in this knowledge is now seeing how you can work your strength! The search network is likely to show high-intentional, targeted searches, while display ads are building brand awareness on websites. AdWords is not just for promoting products and services pages. You can use both the display and the search network to build brand awareness and get those leads in the first phase of the buying process.

Google Advertising gives you many options to choose from. So choose the ones that are best suited to your goals and preferences and give them a try.


It is clear that brand awareness can be increased with search ads, but it is certainly not the only technique. Since ad blockers are not always available to everyone due to ad blockers, it would be beneficial to try to climb organic search rankings using SEO, SEM and PR techniques at the same time.

Finally, you want to measure reach and frequency to see how much your campaigns are increasing brand awareness. And of course, if you are stuck with anything then feel free to contact us - our team is here to help!

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