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Before setting eyes on the new features that Google Ads services are rolling out, it would be a good idea to understand the basics about account set up to target users. Display and search are the two networks within Google Ads. While setting up your campaign for the first time you might come up with the option of adding either one of these within the settings.
Search network ads typically appear on the search results page of Google’s, and the display network ads appear on apps, sites, and videos. At times, what looks like a good idea to get greater exposure, may not necessarily give you a favorable end result when it comes to performance.
To ensure you reap the benefits of both search and display, you need to target the users in these platforms in a strategic manner. Here are three valuable tips you can take into consideration while utilizing the Google Ads networks:
Display select and display network are different. Don’t get confused by the misleading listing of display network mentioned in your settings. The display select is a hybrid campaign model that can be added to display to take your search network ads to the next level. However, it is not suitable for tight budgets.
In general, the display network can expand your reach to a wider audience. By adding this option, you’re transferring the control to Google Ads management. By having an all-inclusive search, you are targeting active users who want to find content relative to the keywords in the campaign.
The display network will provide you with greater visibility, but not as targeted. It is advised that those with a smaller budget should not use it. Users who are on even display select may not be ready to buy the network. In fact, these users might be way out of the league in the conversion funnel. Achieving a high click-through rate(CTR) is not an easy task with an ad-driven copy.
If you are looking to increase awareness, then display is the one to go for. Ad space on the Google Ads network is great to reach and broaden your audience.
Most of the time while using a search network with display select, your data may not be clean. Display has a lower click-through rate (CTR) than the search network. Likewise, the overall data of the campaign may not be able to give you a quick and accurate look at your campaign’s performance.
The clicks and impressions generated by the display network are not applied to the keywords within your campaign as they’re not actually “search”. Therefore, you might have to take a deeper look to truly evaluate the performance.
To measure a campaign’s performance, check how the display select and the search network are performing for each individual Ad group in Google AdWords.
Since each user is in a different place within the conversion funnel, it is essential to understand the industry benchmarks for each network offered by Google Ads services when measuring data. Therefore, when using both networks of Google AdWords, it is recommended to divide the campaigns.
The conversion funnel consists of the following stages: awareness, consideration, and decision. During the awareness stage, a user will be on the display network. When a user is in the search network, they are at the back-end of the funnel where they know which product and service they want to buy, but they are evaluating where to buy it from.
Understanding the funnel is not only important from a data perspective but also for creating quality ad copy. Your messages must be suitable and relevant for each user depending on which stage in the funnel they are. You can’t ask someone to buy from you if you have just met them at a networking event.
A dual-network strategy does not work for everyone. The wise thing to do before diving into both is to determine your goals and evaluate if both will help you achieve your goals. The advantage of having two different campaigns that are network-specific is that you will be able to target your audience on point with clear and relevant messaging while being able to quickly and accurately access key data points.
Contact a Google Ads management service to up your game in the world of Ad Campaigns.
Also Read: Advertisers Should Consider Google’s Infinite Scrolling on Mobile