When you start learning about digital marketing or setting up ads for your website or business, you’ll come across a lot of terms that sound similar but actually mean very different things. Two of the most common terms are Paid Search and Cross Network.
If you’ve ever felt confused about the difference you’re not alone. I’ve worked with clients who were unsure whether they should run a Paid Search campaign or choose a Cross Network strategy. So let’s break it down clearly.
What is Paid Search?
Paid Search (also called Search Ads or Search Engine Advertising) means running ads that show up on search engine results pages (SERPs) mostly on Google, Bing, or Yahoo.
You’ve definitely seen these before. Whenever you search for something on Google, the first few links often say “Ad” or “Sponsored.” Those are Paid Search ads.
How Paid Search works:
- You choose specific keywords (for example, “best running shoes”).
- When someone types that keyword into Google, your ad can appear above or below the regular search results.
- You only pay when someone clicks your ad (this is called Pay-Per-Click, or PPC).
Why businesses use Paid Search:
- It targets people who are actively searching for a solution.
- It puts your website at the top of Google even if your site isn’t ranking organically.
- You control which keywords trigger your ad, so you can reach very specific audiences.
Example:
Let’s say you run a bakery in New York. If someone searches for “best cupcakes in New York,” and you’ve created a Paid Search ad for that phrase, your ad could appear at the top of the page, giving you a better chance of getting a new customer.
What is Cross Network?
Cross Network means your ads can appear on a variety of Google platforms and partner websites, not just search engines. Instead of showing only in search results, your ad can show across multiple “networks” for example:
- Search Network (like Paid Search)
- Display Network (banner ads on websites, blogs, apps)
- YouTube (video ads)
- Gmail (ads inside someone’s inbox)
- Discover Feed (Google’s content suggestion feed on mobile)
When you choose Cross Network campaigns, Google uses its full advertising ecosystem to display your ad wherever it believes it will reach the right audience even if they aren’t searching for your product right now.
Why businesses use Cross Network:
- Broader reach beyond search engines.
- Good for brand awareness and discovery.
- Ads can follow users around the web (remarketing) after they visit your site.
- You can reach people at different stages of the buying journey — not just when they’re searching, but also when they’re browsing articles, watching videos, or using apps.
Example:
Using the bakery example, even if someone is not searching “best cupcakes in New York” but is watching a YouTube video about cake recipes or reading a blog about birthday party ideas, your ad can appear there keeping your business visible to potential customers.
Simple Comparison Table
| Feature | Paid Search | Cross-Network |
|---|---|---|
| Where ads appear | Search engine results (Google, Bing) | Search results, websites, YouTube, Gmail, apps |
| User intent | High (actively searching) | Medium to low (browsing or passive viewing) |
| Goal | Immediate clicks and conversions | Brand awareness, remarketing, or broad reach |
| Ad format | Mostly text ads | Text, images, video, interactive ads |
| Pricing model | Pay-Per-Click (PPC) | PPC or Pay-Per-Impression (CPM) |
Which One Should You Choose?
Choose Paid Search if:
- You want to target users who are actively looking for your product or service.
- You have a clear idea of the keywords your customers use.
- You want direct, measurable actions like clicks, calls, or purchases.
Choose Cross-Network if:
- You want to build brand awareness or reach new audiences.
- You want to remarket to people who visited your site before.
- You want to appear across multiple platforms (not just search engines).
In many cases, businesses use both. For example, Paid Search is great for immediate sales, while Cross Network campaigns can help stay top-of-mind and attract new potential customers.
My Thoughts
Both Paid Search and Cross Network advertising can help your business grow, but they serve different goals. Paid Search focuses on reaching people at the exact moment they’re searching for something specific. Cross-Network reaches people at different touchpoints while they’re browsing websites, watching YouTube, reading emails, or using apps.
Understanding the difference helps you make smarter decisions about where to spend your ad budget, depending on your goals: sales, leads, brand awareness, or all three.
