The Google Networks Explained

Learn what the Google Networks are, why they are beneficial, and how they can help your business succeed!

Jolee Fu

July 17, 2020

In This Topic: PPC

Around the world, businesses are adapting to new realities with the coronavirus pandemic. They are responding to ever-changing consumer behaviour and reframing business models to drive sustained growth during these unique and challenging times.

Does this describes your current business situation? Then we recommend you build a plan to incorporate both Google Networks into your digital marketing practices.

What are the Google Networks?

Google ad campaigns are one of the most popular forms of digital advertising out there. This is when you pay to show ads to internet users within the Google network. 

Google network is a term to describe the place where your ads could appear on websites or mobile phone apps. It helps to optimize your ads to be shown to your target clients in the right place and at the right time. 

It is divided into two groups: The Search Network and the Display Network. 

The Search Network is a bundle of Google search websites, such as Google Search, Google Images, or Google Maps, in which your ads could appear when an internet user searches a term related to your keywords.

The Display Network is a bundle of Google or partner websites or mobile apps, such as YouTube, Gmail, or Blogger, in which ads could appear when an internet user browses their favourite websites or apps. 

Altogether, they are two different and complementary networks. The search network works for demand fulfillment, as your ads are capturing keyword intent, while the display network works for demand generation, as your ads are creating brand awareness.

Why are Google Networks beneficial?

The Google network is an opportunity that should not be missed. As it is pay per click, you only pay for results. Here, let’s think about your goals. 


Want to drive website visits? Grow online sales, bookings, or mailing list with Google ads that are only a click away to your website.


Want to get more phone calls? Grow customer calls with a click-to-call button feature with Google ads. 


Want to increase shop visits? Grow your customer base with Google ads to help put your company on the map.

Google ads let you measure how well you are reaching your campaign goals. For instance, see which webpages run your ads and which ads deliver the most clicks. It is a simple and effective platform.

How do Google networks work?

When you have identified the interest or goals or behaviours of your clients, you can define who your audience will be for the Google ad campaign. Here are the different audience targeting options:

  • Affinity: Reach people based on their lifestyles though using interests as keyword phrases, websites with desired content.
  • Life Events: Reach people when they are in the midst of important life milestones, such as graduation, marriage. 
  • In-market: Reach people based on their recent purchase intent, who are actively searching for similar products or services.
  • Demographics: Reach people based on their demographics, such as college students, homeowners, or new parents. 

Use these advanced targeting options to find your potential customers across the world through the Google Networks.

All in all, we hope you have learned something interesting about Google Networks in this blog post — what it is, why it is beneficial, and how it works. Google networks may help you get closer to your business goals!

For more information, check out Imperium’s digital advertising webpage. Let us know if you want our help to spread your message with Google PPC!

Best of luck!

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