How to best utilize the networks within Google AdWords

30-second summary:

It can be difficult to choose the right Google network for you. Here are some tips to help you do so. Understanding the differences is crucial before you select a network. Knowing where a user is in the conversion funnel will show you whether the network is bringing you conversions. Having two campaigns that are specific to your network will allow you to target your audience with clear messaging and access to key data quickly.

Google AdWords has two networks: search and display. You may see an option to add one or both of these networks when you create a new campaign.

Search network ads are displayed on Google’s search results pages, while display network ads can be found on websites, videos, apps, and other media. What may seem like a great idea to increase visibility might not be beneficial in the end for measuring performance.

You need to be strategic in how you target users on these platforms, so you can reap the benefits of both display and search. These are three ways to make the most of Google AdWords’ networks:

Tip #1: Learn the difference

Although display select and display network are two different things, the display network listing in your settings may be misleading. Display select is a hybrid campaign model. Although you can increase the effectiveness of your search network ads by including them to display, this is not a good option for budget-conscious people.

Display networks expand their reach by nature. This option gives you control over Google. You are targeting active users who want to search for keywords related to your campaign.

Although the display network can increase visibility, it is not as targeted so those with smaller budgets should not use it. Users who are not on display select may not be ready for purchase when they reach that point. These users may not be ready to buy. It is difficult to achieve clicks in this network using an ad-driven copy.

Display is a great way to raise awareness. You can reach and expand your audience by advertising on the network.

Tip #2: Make sure your data is clean

Your data might not be as clean if you use a search network that has display select. The display has a lower click-through rate (CTR), while the search network has a higher one. If you look at the entire campaign data, it may be difficult to get an accurate and quick view of performance.

Display network impressions and clicks are not applied to keywords in your campaign. This is because the impressions and clicks generated by the display network are not “search”. To truly assess performance, it is important to look at the details.

You will need to visit each ad group within Google AdWords to measure the performance of the display select and search network. Because users are at different points in the conversion funnel, it is important that you understand the industry benchmarks of each network before measuring data. It is recommended that campaigns be divided when you use both Google AdWords networks.

Tip #3: Learn the conversion funnel

There are three stages to the conversion funnel: awareness, consideration and decision. The awareness stage is when a user is in the display network. A user who is on the search network is at the bottom end of the funnel. These users are aware that they wish to purchase a product or service but are still evaluating the best place to buy it.

Understanding the funnel is important not only for data analysis but also to create quality copy. You should tailor your messages to the user’s stage in the conversion funnel. If you met someone at a networking event, you wouldn’t ask them to buy from your company. Ad copy should be relevant to the user’s situation.

Dual-network strategies are not right for everyone. Before you dive into either, set your goals and assess if they can help you reach them. You will be able both to target your audience effectively with clear messaging and to quickly access the key data points you need by having two campaigns that are network-specific.

Ashley G. Schweigert, Owner of Marcom Content by Ashley, LLC

Google AdWords Search Engine Watch: How to make the most of the networks