How to Use Search Network with Display Select

For the modern day digital marketer, reaching people at precisely the right moment is paramount. As a result, using the Google Search Network with Display Select becomes one of the most powerful tools you have to accomplish that goal – it lets you reach people not only as they search via Google, but also as they visit other sites across the Internet via the display network.

HOW DOES SEARCH NETWORK WITH DISPLAY SELECT WORK?

In essence, managing a Search Network with Display Select campaign really isn’t that different from how you would manage a “Search Network Only” campaign on the AdWords network. You still get to set your ideal budget; you still get to choose your relevant keywords, create ads, specify your bids and more.

However, with this particular type of campaign, your ads can now be shown selectively on relevant pages across the Internet, provided that those pages are part of the Google Display Network. Because bidding is automated, you get to reach more people who are likely to be interested in what you have to offer, AND you don’t have to pay more or increase the amount of work you’re doing in any way, shape or form. Thus the beauty of the “display select option” in Google AdWords.

SEARCH NETWORK ONLY vs. SEARCH NETWORK WITH DISPLAY SELECT

Search Network OnlySearch Network with Display Select
Ad PlacementStandard, All Features:
Google Search Results & Google Search Partner Websites
Standard, All Features:
Google Search Results, Search Partner Sites, Google Display Network sites & Video
Ad FormatsStandard:
Text Ads

All Features:
Text Ads
Shopping Ads
Dynamic Search Ads
App/Digital Content Ads

Standard:
Text Ads

All Features:
Text Ads
Image Ads
Display Ad Builder Ads
App/Digital Content Ads

TargetingStandard;
Keywords

All Features;
Keywords
Remarketing lists for search only

Standard:
Keywords

All Features:
Keywords
Placements
Remarketing lists for search only
Site category options

Bidding Standard, All Features

Manual and Automated Bidding for Search Network

Standard, All Features

Manual and Automated Bidding for Search Network

Automated Bidding for Display

ARE SEARCH NETWORK W/ DISPLAY SELECT CAMPAIGNS RIGHT FOR ME?

At their core, Search Network and Display Select AdWords campaigns allow you to reach not only a higher volume of customers but to do so at cost-per-acquisition levels that are similar to the search campaigns you’re already running. When you compare the results, you are likely to see to search-only campaigns, Search Network and Display Select could boost your reach by up to 15%.

To top it off, the fact that Search Network and Display Select campaigns are more selective in the first place means that your click-through rates can increase by 35% OR MORE. With improved bid optimization, you can reduce your cost-per-conversion even further, creating a situation where you’re spending less money to reach higher quality, more relevant and more interested prospects.

AdWords Display Select keywords can be a tremendously helpful way to take your PPC efforts to the next level – you just have to make the smartest, most tactical decisions possible to reap the full benefits.

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