What is Search Network with Display Select?

The new AdWords campaign type is a lot like the old Search and Display Networks campaigns, only better. You will see your ads both in the search network (i.e. at the top of relevant SERPS), and the display network (i.e. across websites pertaining to your chosen keywords). However, this new campaign type is much more targeted, with a sophisticated system that accurately predicts where and when your ads are likely to perform best.

In other words, your ads will be displayed to fewer prospective customers, but those who do see it are more likely to be interested in what you have to offer. According to AdWords, advertisers who have already moved to this new campaign type from the old Search and Display Networks have seen, on average, an astonishing 35% higher click-through rate and a 35% lower cost-per-customer purchase.

If you currently run a Search Network Only campaign and fancy dabbling in the display network, the new AdWords campaign type offers an easy and effective solution. You’ll get a greater volume of high quality traffic, and enjoy an average 10-15% increase in conversions, according to initial testing.

And the best news? You won’t need to do any extra work. The Search Network with Display Select campaign will run based on the budget, keywords, ads and bids that you have already set. The majority of your campaign will still run on the search network, but with an extra boost from a few high-performing display ads.

Do keep in mind that if you are currently running Search and Display campaigns separately, it’s best to keep it this way in order to retain a flexible approach to bidding, budgeting and targeting. You should also avoid upgrading if you only have a limited budget and tend to miss out on impression share from normal search.

Here’s a quick recap on the Search Network with Display Select campaign type:

If you’re already running a Search and Display Networks campaign, this will be automatically upgraded to the new campaign type on September 16^th. However, if you want to get a feel for it and start benefitting from tighter targeting before this date, you can upgrade now. As with any new campaign type, this needs to be tested in order to ensure that you don’t end up spending more than is necessary.

Search and Display Only campaigns will not be affected, but if you are currently running a Search Only campaign and want to give a Search Network with Display Select a try, you can still upgrade. Sign into AdWords, go to Campaigns > All online campaigns, select the campaign that you would like to edit, and click the Settings tab. Click Edit next to “Type” and under “General”, then choose a campaign type to switch to and click Save.