Why should I disable the display network in Google Ads?

Short Answer: Disabling the display network in Google Ads is important for local service businesses because display network results are not relevant to their immediate goal. These businesses want to reach people who are actively looking for their service now, rather than focusing on brand recognition, which display ads tend to target.

Full Explanation

The display network in Google Ads primarily serves ads that aim to increase brand awareness by showing them to a broad audience. However, local service businesses are different in that their main objective is to connect with potential customers who need their services immediately. Display network ads do not cater well to this targeted approach since they often reach users who are not currently searching for the specific service offered. As a result, enabling the display network may lead to less relevant traffic, which can waste advertising budget and reduce campaign effectiveness.

Step-by-Step Breakdown

Identify your business goal: If you’re a local service provider, your priority is to reach customers actively seeking your services right now.
Evaluate the relevance of display ads: Understand that the display network focuses on brand exposure rather than direct response or immediate conversions.
Make a conscious choice: To improve ad relevance and efficiency, consider disabling the display network in your Google Ads settings.
Focus your budget: Direct your advertising spend toward search network campaigns where potential customers are searching for your service.

Real Examples

While no direct examples were provided, the explanation implies that local service businesses using Google Ads benefit more from search network campaigns than from display network results. The display network doesn’t help in reaching immediate leads, which is the primary need for these businesses.

Common Mistakes

Enabling the display network without considering its relevance to your business goals.
Assuming that more exposure through display ads always leads to more customers.
Failing to prioritize immediate service inquiries by mixing display network ads with search ads for local services.

FAQs

Q: What is the main difference between the display network and search network in Google Ads?
A: The display network focuses on brand recognition with visual ads shown to broad audiences, whereas the search network targets people actively looking for specific services or products.

Q: Can I use the display network for local service businesses?
A: It is generally not recommended because local service businesses usually want to connect immediately with people searching for their services, which display ads do not efficiently accomplish.

Key Takeaways

Local service businesses should disable the display network in Google Ads for more effective campaigns.
The display network primarily increases brand awareness, which is not the priority for businesses seeking immediate service inquiries.
Focusing Google Ads budgets on search network campaigns helps reach the right audience at the right moment.