Business owners and newbie marketers debuting in this brave new world of Digital Marketing will ultimately come across this primary element in their campaigns – paid online advertising. At the forefront is of course Adwords, owned and operated by none other than Google itself. The online giant dominated the US paid search ad spend at 82% share, as well as the global digital advertising market at 31.1%, leading its competitors by a huge margin.
But what those who are new in the digital marketing arena might fail to understand is that there are actually two different and distinct Adwords networks – the Google Search Network (GSN) and the Google Display Network (GCN). One is targeted towards search users while the other is geared towards increasing brand awareness.
Running your Pay-Per-Click advertising campaign on both networks using only a single strategy can spell disaster for all your digital marketing efforts. There will only be a slim 1% chance that using a single strategy for both networks will work out – so it is vital that you get a clear understanding of what’s in and what’s not in each network.
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