Before we delve into the intricacies of each network, I are looking to address one caveat to this rule, that is Google’s recent innovation, Search Network with Display Select SNDS. If you’re an avid reader of this blog, you may also remember a post from a few weeks ago, comprehensive with a Google video broadcast featuring our in house celebrity, Rich Griffin!, touting the benefits of this new, hybrid campaign model. SNDS allows advertisers to opt their search campaigns into the GDN in a restricted vogue. Essentially, Google Ads formerly called Google AdWords claims that it will use “superior indicators and methods of predicting where your ads are likely to carry out best” to ensure that demonstrate ads are just shown in locations which are highly relevant to the advertisers’ “ideal” user.
As Rich mentions in his Google hangout video, this surroundings is corresponding to Enhanced Campaigns, whereby AdWords pushes advertisers to expand their reach and entice a broader range of customers. For below savvy PPCers, or advertisers who’ve restricted time to devote to account control, this low effort option may feel like a godsend. That said, it comes at a cost. In shifting to this model, you’re sacrificing big manage over GDN functionality and placing a good deal of faith in Google. For advertisers who’ve the time to take action, we highly advocate sticking with the traditional best practice of handling the Search and Display Networks via separate campaigns. This advertisements format is incredibly positive because it goals an active searcher, who is on a project find something.
As you can see in the example above, the searcher is looking for a plumber in Virginia. Upon filing the query, both paid ads highlighted in the red boxes and organic listings appear. Sure, the plumbers could depend upon their organic read: free listings, but chance are, they can be more successful if they run ads on the Search Network. Not only are paid ads more robust, but they allow the plumbers to consist of extensions with additional links, phone numbers and addresses. Since the Search Network connects advertisers to people actively looking for their merchandise, search campaigns typically drive more conversions than demonstrate campaigns.