Google’s New Search Network with Display Select

June 3, 2014

The Story Behind Google’s New Search Network with Display Select

In an effort to boost the use of Display Network advertising among AdWords users, Google recently announced a new, opt-in program that combines traditional paid search with an enhanced display network called Search Network with Display Select.

The program uses the keyword targets that retailers set for their paid search campaigns and surfaces display ads on webpages featuring content with those keywords. The webpages where the ads populate are those within Google’s Display Network, which includes 2 million publisher sites and reaches 90% of global internet users.

Display Select is intended to choose networks more carefully with predictive filtering of websites based on the likelihood that the audience will be interested in the ads.  As for its success, Google claims that Search Network with Display Select will add 15% more customers by showing your ads on selected keyword-targeted webpages.

There are two options with the Search Network and Display Select: Standard and All Features.

Search Network with Display Select

Standard

  • Keyword-targeted text ads for Search Network with Display Select

  • “The basics”

  • All devices

  • Location targeting (basic)

  • Bid, budget

  • Ad extensions (location, sitelinks and call) only

  • Unavailable: the Display Network tab (no targeting methods)

All Features

  • Advanced capabilities: all the bells and whistles

  • Allows Shopping

  • Location targeting (advanced)

  • Ad scheduling, ad rotation, delivery method control

  • Ad extensions (location, sitelinks, call, app, reviews)

  • Dynamic search ads

  • Display Network tab for targeting methods

Our Take

The Search Network with Display Select would be a really interesting program if it were just for display, but we strongly recommend that online retailers keep their search and display networks separate to better control bids, budgets, ROI and performance goals.

Google, in fact, recommends that retailers who currently have separate programs keep them separate.

As mentioned above, we’d really like to see a Display Select Only offering to understand how the traffic and metrics compare to a Display Network Only campaign.  It would also be interesting to see how the performance compared over time with the filters and refinement offered by Display Select.

Those interested in giving the program a whirl can start right away — this campaign type is currently available in AdWords.

Meanwhile, we’ll be watching the results and keeping our fingers crossed for a Display Select Only offering.

Blog post by LoriAnne Ottman, ChannelAdvisor business analyst