Sells its own search ad inventory

An own search ad network is a platform that owns the search results where ads appear and sells that ad space directly. Google Ads and Microsoft Advertising are the clear examples. When you pay them, your ads are shown on their search engine and partner sites. A third-party tool such as a reporting or optimisation product does not sell ad space. It connects to these networks and helps you manage what you buy there.

This feature separates the place where you buy ads from the tools that help you buy them. For a business owner it explains why a campaign needs an account on a network first, and why a management tool is optional. You always need at least one network to run paid search, and most businesses start with Google Ads because of its reach, adding Microsoft Advertising to reach a different audience. You do not need a separate tool at the start, because the networks include basic reporting and suggestions.

When comparing, treat the networks and the tools as different layers. A network sets the ad auction and the rules, while a tool only works on top of it.

• Which search engines and partner sites will your ads appear on?
• What targeting, ad formats and reporting does the network offer on its own?
• How large is the audience in your country and for your type of customer?
• Do you need a tool on top, or are the built-in recommendations and rules enough?