Google AdWords™ For Dummies®, 3rd Edition

Always Starting with the Search Network

If you're advertising a “wallet-out” business, where you expect your prospect to purchase from your e-commerce store on their first visit, then you definitely want to start with the Search network. And only expand into Display network after you achieve profitability and comfortable margins with exact, phrase, and broad match keywords.

However, lead generation businesses generally should avoid the Search network until they achieve comfortable profitability in the Display network. Because of the longer sales cycle and need for more significant qualities of “conversion” — from skeptic to believer, from stranger to friend, from ignorant to savvy — Display traffic lends itself better to the structure and economics of patient lead generation.