Many website owners and online businesses have not been keen on Google’s campaign for advertisers to use the display network more in their PPC ad campaigns. This is because some of the websites on the display network do not convert as much as they do in the search network, and because some of the websites featured are not up to par with quality standards. Google has recently rolled out a new option in their AdWords interface that encourages advertisers to choose the display network – the Search Network with Display Select option.
What is the Search Network with Display Select?
The previous campaign type, “Search & Display Networks,” simply displays your ads all over Google’s search and display networks without choosing the optimal sites for display. Display Select addresses your need for more targeted display and higher conversion potential by choosing to display ads based on performance predictions.
According to Google:
Search Network with Display Select uses improved signals and methods of predicting when and where your ads are likely to perform best, and sets a higher bar for when to show them. That means your ads are more likely to be shown to a smaller number of prospective customers, who are more likely to be interested in your offerings.
Using the Search Network with Display Select Option
Google recommends the use of Search Network with Display Select campaign for the following instances:
- Campaigns currently running Search Network Only option can use this to boost your traffic. According to Google, majority of your campaign will still run on search, but your ads will be displayed across GDN in boosts of high-performing placements. Their initial tests show that you may see up to a 35% increase in CTR and up to 35% lower CPA.
- Campaigns currently running the old Search & Display Networks option may already switch to this new feature if it is available on your dashboard. Google predicts higher ROI given their new Display Network selection system.
Google has already started removing the original “Search & Display Networks” option, replacing it with the new “Search Network with Display Select.” This will be fully rolled out over the next few weeks to all users of AdWords, so if you don’t have it in your system yet, be patient – you can expect it in the days to come.
We’d be glad to help you study this new feature’s effect on your current campaigns, and we’d be happy to set it up for you. Talk to your account manager today to get started.
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