30 second summary:
- Google networks can be tricky when deciding which ones are best for your goals and budget
- Three tips to help you use the networks strategically
- You need to understand the difference first before choosing a network
- Clean data is key to analyzing performance. Hence, it is best to do network targeting separately
- Where a user is in the conversion funnel shows whether the network is bringing conversions
- With two different campaigns that are network-specific, you can address your target group correctly with clear messages and at the same time access important data points quickly and accurately
There are two networks in Google AdWords: Ads and Search. The first time you set up a campaign, you may notice an option to add one of these options in Settings.
The ads on the search network appear on the Google search results page and the ads on the display network appear on websites, videos and apps. But what looks like a good idea for more visibility may not help you measure performance in the end.
To take advantage of search and display, you need to be strategic about how you target users on these platforms. Here are three tips for using the networks in Google AdWords:
Tip 1: know the difference
Display selection and display network are different, although the display network listing in your settings can be a bit misleading. The display selection is a hybrid campaign model. While you can take your search network ads to the next level by adding them to your ad, this isn’t ideal on a tight budget.
The display network inherently extends its reach to a wider audience. When you add this option, you release control to Google. By keeping everything searching, you are targeting an active user who wants to find something related to the keywords in the campaign.
The display network increases visibility, but it isn’t as targeted and shouldn’t be used by those on a budget. If users select an ad in the process, they may not be ready to buy. In fact, these users are way outside of the conversion funnel. Getting clicks isn’t easy on this network with an ad-supported copy.
For those in need of awareness raising, this ad is for you. The ad space on the network is great so you can reach and expand your audience.
Tip 2: make sure the data is clean
If you’re using a search network with display selection, your data may not be as clean. The search network has a higher click-through rate (CTR) than the ad. So if you look at the overall campaign data, you may not be able to get a quick and accurate view of the performance.
The impressions and clicks generated by the display network are not applied to the keywords in your campaign. The reason for this is that these impressions and clicks are not really “looking”. Therefore, to really evaluate the performance, you need to take a closer look.
To measure, you need to go to each individual ad group in Google AdWords and see how the ad selection and search network work for each. Users are in different places in the conversion funnel. Therefore, it is important to know the industry benchmarks for each network when measuring data. Therefore, it is recommended to split the campaigns if you are both using Google AdWords networks.
Tip 3: understand the conversion funnel
The conversion funnel consists of different phases, e.g. B. Awareness, reflection and decision. If a user is on the display network, they are most likely in the awareness phase. When a user is on the search network, they are at the bottom of the funnel. These users know they want to buy a product or service, but they are looking into where to buy it.
The reason you need to understand the funnel is not just from a data perspective, but also to create a high quality ad copy. Your messages should be appropriate for the user’s position in the conversion funnel. You would never ask someone to shop with you if you had just met them at a networking event. It is important to meet the user where they are by creating a relevant copy of the ad.
A dual network strategy is not for everyone. Before delving into both areas, determine your goals and assess whether both will help you achieve those goals. With two different campaigns that are network-specific, you can address your target group correctly with clear messages and at the same time access important data points quickly and accurately.
Ashley G. Schweigert is the owner of Marcom Content by Ashley, LLC.