Google’s New Campaign Type: Search with Display Select

By , Associate Director of Paid Search at Hanapin Marketing

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Google has announced it’s replacing the default ‘Search & Display Networks’ campaign setting with a new and improved setting called “Search with Display Select.”  This new default setting provides “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”. According to initial tests, Google states that advertisers could see on average a 35% increase in CTR and a 35% decrease in Cost-per-Conversion on the display portion of their Search Network with Display Select campaigns. Initial tests have also shown the possibility of seeing a 10%-15% increase in conversions.

 

Below is the new campaign setting:

Google's Search with Display Select Campaign Type

So What’s Different?

 

Google hasn’t explained what these ‘new and improved signals’ are but I expect better than the ‘old and non-improved signals’ (My poor attempt at humor)! I suspect the difference is Google somehow incorporated a variation of their display campaign optimizer (DCO) technology into this new setting. In theory, your campaigns should receive higher quality traffic that is more likely to convert for you. As with any paid search advertising you do, make sure you monitor your performance early and often!  Let your data be the final judge of how successful this new setting is working.

 

The table provided by Google listed below clearly outlines the difference between the old setting and the new and improved one.

 

“Search Network only” “Search Network with Display Select”
Ad placement Standard & All features Standard & All features
    Google search results     Google search results,
    Search partner sites     Search partner sites,
    Google Display Network
sites and video
Ad formats Standard Standard
    Text ads     Text ads
All features All features
    Text ads     Text ads
    Product listing ads     Image ads
    Dynamic search ads     Display ad builder ads
    App / digital content ads
    WAP mobile ads
    Product listing ads
    Dynamic search ads
Targeting Standard Standard
    Keywords     Keywords
All features All features
    Keywords     Keywords
    Remarketing lists for search only     Placements
    Remarketing lists for search only
    Site category options
Standard & All features Standard & All features
Bidding     Manual and automated
bidding for the Search
Network.
    Manual and automated
bidding for the Search
Network.
    Automated bidding for the
Display Network.

 

How To Set it Up

 

Over the next few weeks Google will be phasing out and migrating your campaigns to the new setting if you are opted into search and display within the same campaign. If you want to get a head start migrating your campaign, follow the simple steps listed below.

 

  1. Sign in to AdWords at adwords.google.com.
  2. Click the Campaigns tab and go to Settings.
  3. Next to “Campaign type” you’ll see a yellow notification about upgrading to “Search Network with Display Select.” Click Get started and then Continue.
  4. Select a campaign to upgrade and click Continue.
  5. Click Upgrade now

 

Should I Use The New Setting?

 

My advice is not to use this setting but rather break off search and display initiatives into separate campaigns. The main reasons for breaking out your search and display campaigns are control and visibility. Using your search campaign setup to run on the GDN is not always the most effective way to get the results you need for your accounts.

 

I would not change the way I manage my display campaigns because of this new setting. If you do not currently break out your campaigns by network, I urge you to do so. That being said, if you decide to keep your search and display campaigns tied together, this new feature will definitely increase your chances of success!

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  • http://www.hanapinmarketing.com/ Sean Quadlin

    JJ! Welcome to the blog! So exciting.

    • http://www.HanapinMarketing.com Jeff Baum

      Thanks Sean! Hope all is well!

  • Diane Anselmo

    I also break out my search and display initiatives, but I will definitely keep my eye on this new setting. Thanks for calling it to our attention, Jeff!

  • Spook SEO

    Thank you for this
    wonderful write-up. There is nothing more to add because it is already detailed
    and all the needed information is already here. Google really has a deep
    pocket. It never runs out of improvements. Sometimes, the changes make it hard
    to work with but most of the time, they are tolerable.

  • http://www.thesofaandchair.co.uk/ Tom Goodwin

    It’s shocking how many people still don’t break out the Search and Display networks, never fails to amaze me as the two types of traffic are so very different

    • http://www.HanapinMarketing.com Jeff Baum

      Hi Tom

      I couldn’t agree with you more!

  • Sandhya Mohan

    Is there a way to target only certain display websites for a ppc campaign?

  • Steve Squier

    I didn’t know this before, but with site extensions on your Adwords ads you can give people several options to visit your page, or, just offer a bunch of different ad copy in the form of links that all point to the same place. Do you have sitelinks setup, and actively gaining impressions/clicks in your account? If that sounds tricky, it isn’t as difficult as you might imagine. You can get help by just giving Simon a ring, his number is 325-446-1507 .