Before starting my training here at Gillissa, I was only really aware of the Google search engine page, and that Google uses search targeting to match keywords to search queries.
However, Google is more complex than just its own search engine, comprising of a network sub-divided into the search network and the content network.
- The search network consists of the Google Search page and various Google search sites (i.e. Ask.com).
- For the content network, Google uses contextual targeting to determine whether the advertiser’s keywords, as well as location and language targeting, match the webpage content.
Therefore, it your advert is relevant to the content of the website, your ad will appear, and this in turn generates numerous impressions. It is the millions of greater impressions that makes the Content network vast in comparison to the search network.
In addition, placement targeting enables you to select the exact sites where you want your ad to appear, ideal to promote a new brand to a specific audience. Therefore, the Google Network as a whole enables you to implement a specific marketing strategy, dependent on what you want to achieve.
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