Ad Network Strategy for Paid Search

Chapter 6 of Paid Search Planning and Strategy

Businesses should take a strategic approach to selecting where to focus their paid search advertising efforts. This chapter discusses the benefits, features and key considerations of the main search networks.

By Econsultancy

14 minute read

Among the strategic considerations for paid search, selecting the right search engine to help businesses meet their objectives is important, as it will determine the costs, available ad inventory and potential reach of PPC ads. This chapter looks at approaches to this selection, covering:

Multiple networks: Businesses should aim to use the two main networks, Google and Bing. What are the benefits of using more than one network?
International campaigns: When is it beneficial to use local search engines, and what are the main ones in other major markets?
Display advertising: What are the key differences from search ads in the appearance of display ads and how they are targeted, and which ad formats are offered by Google and Microsoft?