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| what makes up a PPC advert? |
search and content networks
Advertisers can choose to have their adverts displayed on the search network only (which means on search engines), or they can select to have the adverts displayed on the content network.
The search network will include the search engine which owns the platform (so, Google for AdWords), as well as other search engines for which that platform provides paid results (for example, currently Ask.com uses the Adwords platform for paid results).
Advertisers can choose to have their adverts displayed on the search network only (which means on search engines), or they can select to have the adverts displayed on the content network.
The search network will include the search engine which owns the platform (so, Google for AdWords), as well as other search engines for which that platform provides paid results (for example, currently Ask.com uses the Adwords platform for paid results).
The content network refers to web sites other than search engines which also display PPC adverts. For Google AdWords, these are the web sites and blogs which have joined Google AdSense, Google’s publishers’ platform. Google determines the content of the web site, and then displays appropriate PPC adverts. Typically, the CPC is lower than on the search network, but the CTR and conversion rate can be much lower.
