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Search Network with Display Select: What You Need to Know

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.

Search Network with Display Select vs Search Network Only

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.

Key Features and Benefits of the New AdWords Campaign Type

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

  • Search and Display Networks has typically delivered a much less targeted campaign, bringing mediocre traffic, swallowing budget and resulting in a much poorer ROI.
  • Search Network with Display Select uses new methods to target ads to a more specific (and relevant) audience than the old Search and Display Networks campaign type.
  • It extends the reach of Search Network Only campaigns to the display network with no extra management required.
  • Better targeting and exposure = better ROI
  • If you are running Search and Display campaigns separately, or have a limited budget and poor impression share from normal search, you should avoid upgrading.

If you’re already running a Search and Display Networks campaign, this will be automatically upgraded to the new campaign type on September 16th. 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.

Further Reading

About “Search Network with Display Select” – AdWords Support

Select a new, better performing campaign type for acquiring customers on Search and Display – Inside AdWords

Choose the campaign type that’s right for you – AdWords Support

Image courtesy of nativemobile.com