Google is rolling out new features, so it’s important to understand the basics of account setup
when targeting the audience.
Google networks can be tricky when deciding which ones are best for goals and budget.
Three tips that will help to use networks strategically.
Needs to understand the difference before selecting a network.
Clean data is key when analyzing performance, so it is best to keep network segmentation separate.
Where a user is in the funnel will indicate whether the network is converting.
By having two different campaigns that are network specific, So will be able to properly target the
audience with clear messages while accessing key data points quickly and accurately.
There are two networks within Google AdWords: display and search.
When setting up a campaign for the first time,
notice an option to add any of these within the settings.
Ads from the search network appear on the Google search results page,
and ads from the display network appear on sites, videos, and apps.
It seems like a good idea to get more visibility,
but may not help in the end when comes to measuring performance.
To reap the benefits of both search and display,
one needs to be strategic about how to target users on these platforms.
Here are three tips for using the networks within Google AdWords:
Know the difference:
The display and selection display networks are different,
although the display networks list in the settings can be a bit misleading.
The display selection is a hybrid campaign model.
While search ads take to the next level by adding them for display,
it’s not ideal for tight budgets.
By nature, the display network extends its reach to a wider audience.
When adding the option, give control to Google. Keeping everything in search,
targeting an active user who wants to find something related to keywords within the campaign.
The display network will increase visibility,
but it is not as targeted and should not be used by people on a smaller budget.
When users are on the uniform screen selection, they may not be ready to buy.
In fact, these users are a long way down the funnel.
Getting clicks is not easy on this network with a text-driven ad.
For those who need to raise awareness, show.
The advertising space on the web is excellent, so reach out and expand the audience.
Make sure the data is clean:
If using a search network with a screen selection, the data may not be as clean.
The search network has a higher click-through rate (CTR) than the screen.
So if looking at the overall campaign data,
one may not be able to get a quick and accurate view of performance.
Impressions and clicks generated by the Display Network are not applied to keywords within the campaign.
The reason for this is that those impressions and clicks don’t actually search.
Therefore, to truly assess performance, one needs to dig deeper.
To measure, one needs to go to each individual ad group in
Google AdWords and observe how screen selection and the search network are performing.
Users are in different places within the conversion funnel,
So it is important to understand the industry benchmarks for each network when measuring data.
Therefore, it is recommended to split the campaigns when using both Google AdWords networks.
Understand the conversion funnel:
The conversion funnel is made up of different stages
such as awareness, consideration, and decision.
When a user is on the visualization network, they are most likely in the awareness stage.
When a user is on the search network, they are at the bottom of the funnel.
These users know that they want to buy a product or service,
but they are evaluating where to buy it.
The reason to understand the funnel is not only from a data perspective but also to create quality
advertising copy.
Messages must be appropriate to where that user is in the conversion funnel.
It is important to find the user where they are by creating ad copy that is relevant.
A dual network strategy is not for everyone.
So before diving into both,
determine the goals and assess whether they will both help to achieve them.
By having two different campaigns that are network specific, one will be able to correctly target the
audience with clear messages, while being able to access key data points quickly and accurately.