When it comes to marketing and advertising, there's a lot to keep track of. And if you're not staying up-to-date on the latest changes, you could be missing out on some valuable opportunities. So let's break it all down: Google has several different networks and channels that marketers and advertisers can take advantage of.
A Brief History of Google Ads
Google, the world’s most popular search engine, started in 1998 as a research project by two Stanford graduate students Larry Page and Sergey Brin. Google was one of the first to use hypertext linking (webbings?) to rank pages. Six years later, in 2004, Google debuted its advertising service on their Search Network – AdWords, the center of existence for marketers from all corners of the world,. Initially named as “GoTo.com” before it was simply rebranded as Google Ads - it has since become one of the most important digital advertising channels of our time with new features such as Smart campaigns and Shopping ads being released regularly. You could say that all of our dreams came true with the introduction of Google Ads: no longer would it take hours to research relevant keywords or look through endless databases in order to find perfect targeting options. Instead, we could just lean back and watch as Google Ads made all our advertising easier - and more effective.
Fast forward to 2023, there's more to Google than just standard Search Ads. Google's Network is comprised of sites, apps, and services that are owned by Google or are powered by the company's technology. This includes the Google search engine, YouTube, Gmail, Google Maps, Google Play Store, and more.
Google's Networks are split into two groupings:
Google Search Network: Google Search, Shopping, Google Maps, Google Groups
Google Display Network: Google sites (Youtube, Blogger, and Gmail)
Google Search Network
If you're looking for an effective way to promote your business, look no further than Google's Search Network – the search engine giant is giving users an unprecedented range of ad types to choose from. With options ranging from text ads and image carousels to even interactive video ads, chances are that if you have something to sell, there’s a perfect Google ad type for it
The Google Search Network is a group of search-related websites and apps where your ads can appear. When you advertise on the Google Search Network, your ad can show near search results when someone searches with terms related to one of your keywords.
The Google Search Network consists of over 2 million websites and reaches millions of users each day. Your ads can appear with Google search results and on other search sites when your keywords are relevant to a user's search. The more targeted the keywords, the better chance the ad has of appearing in front of potential customers.
Google search sites: These can appear above or below search results on Google Search (i.e. www.google.com). They can appear beside, above, or below search results on Google Play, the Shopping tab, Google Images, Google Maps, and the Maps app.
Google search partners: Search partners extend the reach of Google Search ads and listings to hundreds of non-Google websites, as well as YouTube and other Google sites. On search partners sites, your ads and listings can appear on search results pages, site directory pages, or other pages related to a person's search.
Within the Google Search Network, you will have various ad types you are eligible to run.
Text ads, Dynamic search ads, responsive search ads, and call ads
These are the most common kinds of ads on the Search Network. These ads appear with an "Ad" or "Ads" label on the search results page and might have an "Ads by Google" label on partner sites. They often show ad assets that allow advertisers to include business details like location or phone number in their ads.

Shopping ads
Shopping ads are exactly what they sound like, shoppable ads. They're labeled as “Sponsored" or appear with an "Ad" or "Ads" label on the search results page and might have an "Ads by Google" label on partner sites.

Image and video ads
Search partners can host image ads and video ads. Additionally, you can show images through Ad Extensions in your Search Campaigns.

Google Display Network
The Google Display Network (GDN) is a collection of over two million websites, videos, and apps where your display ads can appear. When you advertise on the Google Display Network, your ad can show up wherever users visit these sites or when they search for related terms.
Display Ads reach potential customers based on their interests by using targeted keywords/ topics that relate to what you’re advertising or audience signals of your choice.
Some benefits of display ads are:
Reach a large audience of potential customers
Target specific audiences based on interests, behaviors, and demographics
Connect with your target customers in an engaging way
Create meaningful relationships with customers through personalized messaging
Display ads may appear in different formats: text, image, interactive media ads (rich media), video, and audio. They can also appear on different kinds of sites and apps – from news sources to blogs to gaming apps. All ads are labeled as “Ads by Google” so users know they're Ads.
Responsive Display Ads
Responsive Display Ads are an effective way for businesses to reach potential customers through the Google Display Network. Ready for the magic show? Responsive display ads provide one-stop shopping for your ideal ad, no matter what size or shape it needs. All you need to do is upload various assets (images, headlines, logos, videos, and descriptions) in Google Ads and the optimal combination and size of assets will appear in ads across websites, apps, YouTube and Gmail. Wave goodbye to ads that don't fit and say hello to the future of online marketing!

Video Ads & YouTube
Tapping into the power of video campaigns is a great way to get your ads seen by a wide range of audiences. Through YouTube and Google's video partners, you can show off your ads in videos on websites and apps, so everyone from tech fans to casual web surfers can see what you've got to offer.
YouTube has a multitude of ad formats that you can use. Let's let Google break it down for us:

Skippable in-stream ads play before, during, or after other videos. After the ad plays for 5 seconds, the viewer is given the option to skip it.
Non-skippable in-stream ads are designed to allow you to reach customers with your entire message and are 15 seconds or less.
Bumper ads are a short video ad format, designed to allow you to reach customers broadly and increase awareness of your brand by using a short, memorable message. Bumper ads are just 6 seconds or less, and viewers can’t skip the ad.
In-feed video ads only appear on YouTube and reach people in places where they’re discovering content. The appearance will vary, depending on the ad sizes and ad formats that content publishers support. When a viewer clicks the thumbnail for your ad, the video will play on its YouTube watch or channel page.
Outstream ads appear on websites and apps running on Google video partners. These ads are only available on mobile and tablet and are designed to help make it easier for users to tap to play your video. Outstream ads can help increase brand awareness by extending your reach beyond YouTube.
Google Ads video campaigns are made to be easily accessible - no matter your level of experience. All you need is a YouTube account and the same control that comes with other Google Ads, so it's easy to keep an eye on how well they're performing and adjust targeting accordingly.
TLDR;
In conclusion, utilizing all of the relevant Google Ads networks is essential for any business looking to make the most out of their online presence. There are some helpful tools and tips available online, but finding the right ones that apply to your company can be tough. Whether you're just starting out with Google Ads or looking to maximize your existing ads, we can help you get started. Reach out and let's make some magic 🔮
- Bluum
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