Paid Search is one of the most effective forms of advertising. PPC (Pay Per Click–another way of describing Paid Search) advertisements place your product or service directly in front of the people who are already interested in it. The two places that you can advertise online through paid search are Search Networks and Display Networks.
The best way to find out which one (if not both) will work best for your paid search campaign is to test both options! What Search and Display Networks have in common is that they are both great ways to attract visitors to your website, increase conversions and help expand your business.
For those of you that aren’t already familiar with the difference between a Search Networks and Display Networks, here’s the rundown:

Search Network: When a user searches on Google (or any other search engine), relevant ads will be featured in the ‘Ads’ section on the search engine results page. This means that your ads are seen by highly targeted users looking for your product. Therefore you are likely to have a higher click through rate.

Display Network: Your ads will show up on relevant websites rather than search engine results pages. This means that users don’t even have to search for your product to see your ads. The important thing to realize about Display Network advertising is that your ads will be seen by potential customers that aren’t actively searching for your product. You will have a greater reach to prospective customers by running ads on Display Networks, increasing brand awareness.

Main takeaway: Both Search and Display Networks can be extremely effective and will allow you to catch potential customers at different stages of the sales cycle. The best way to find out which method is right for your business is to test, test, test!