Background: Networks: The Wide World of Facebook
Facebook ads rely on audience targeting, not search intent. Since users aren’t actively looking for your product, your ad must stand out, grab attention, and motivate them to take action.
Display Network
Running Ads on the Yahoo Network
The two major cost-per-click display networks are Google Display Network (GDN) and Yahoo Display Network. After the 2010 MSN–Yahoo merger, Yahoo took over MSN’s display network, becoming Google’s main competitor in display advertising.
Lesson #6: Have More Than One Ad Running At A Time
One ad isn’t enough. Run multiple versions, monitor results, and pause low performers so your best ads get the spotlight (and better ROI).
Background: The Difference Between The Search & Display Networks
The Google Search Network and Display Network serve different purposes, audiences, and metrics. To optimize your PPC campaigns, it’s crucial to understand how each works — and the consumer mindset behind every click or impression.