Google Display Network vs Search Network (AdWords)

by gotty
11 replies
  • PPC/SEM
  • |
How effective is GDN compared to the Search Network?

I am seeing much more activity on my GDN campaigns compared to my Search Ads.

Not only that, but I am spending less on GDN than I am
with the Search Network - I suppose this should be no
surprise to me.

After reading some P. Marshall - I am optimizing my ads -
but wanted others input as to where I should focus my budget
and what kind of traffic GDN brings - Ready Buyers? Or,
is it more for remarketing and awareness?

Should I expect conversions from GDN?
#adwords #display #google #network #search
  • Search is generally best since you are targeting people actively looking. They qualify themselves by the keywords they use. But you can have good results on display campaigns too, decent CTR (don't expect to be as good as search) and just as good conversion rates. You just need to properly target where your ads appear: you don't want a product aimed at dog lovers to show on pages intended for cat lovers. When I use display, it's typically for creating awareness as well as remarketing. Note all these are different kinds of advertising and have different kinds of ads for search then you would for display which would be different for a remarketing campaign so keep them separate.
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    • Profile picture of the author gotty
      Thanks for your reply.

      I guess I have to get more familiar with the Google Interface because I was not ever given an option on where my where GDN ads would show up.
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  • It's called Placements, a tab under the Display Network tab.
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  • Profile picture of the author Bright Future
    Yes, it's possible to get conversions from GDN.

    In general, GDN traffic is less valuable than Search traffic, however, it's often much cheaper. So, sometimes it might be really effective. Even if you only get 1% conversion rate, you still only spend 5$ per conversion if your CPC is 0.05$.

    Obviously a lot depends on optimization. One thing you should pay attention to is mobile app traffic. Mobile apps often perform worse than other placements.
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  • Profile picture of the author vicy789
    Originally Posted by gotty View Post

    How effective is GDN compared to the Search Network?

    I am seeing much more activity on my GDN campaigns compared to my Search Ads.

    Not only that, but I am spending less on GDN than I am
    with the Search Network - I suppose this should be no
    surprise to me.

    After reading some P. Marshall - I am optimizing my ads -
    but wanted others input as to where I should focus my budget
    and what kind of traffic GDN brings - Ready Buyers? Or,
    is it more for remarketing and awareness?

    Should I expect conversions from GDN?
    If your budget is limited, you can use Google Adwords
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  • Profile picture of the author Fredray
    Banned
    [DELETED]
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    • Profile picture of the author Steve Mark42
      Originally Posted by Fredray View Post

      Both GDN and GSN has advantages and disadvantages. The option of choosing is based on type of business. GDN can be used for products and shopping materials with low cost (CPC). GSN can be best used, if your business is Service based.
      that is why i prefer gsn.
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  • Profile picture of the author kaufen
    [DELETED]
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  • Profile picture of the author GarrettThalamus
    You need GDN to fill the funnel though. Maybe might be good to look into direct site buys - you'll be able to find more folks on a guaranteed basis/buy that weren't already familiar with your product.

    Or there are quite a few other ad networks out there, you can search by your audience here: http://www.thalamus.co/display/ad-network
    Signature
    Thalamus.co -- The largest crowdsourced database of ad vendor data in the world.
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  • Profile picture of the author mrhoang28793
    You should rent to account Adwords MCC
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  • Profile picture of the author gotty
    @mrhoang Hmm.. why do you say?
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    • Profile picture of the author dburk
      Hi gotty,

      Asking which AdWords Network is more effective is like asking "which carpenter's tool is more effective, a hammer or a saw?" The more effective tool depends on the task at hand, wouldn't you agree?

      Just as a hammer and a saw each have there own specialized purpose, Display & Search networks each have their place, and depending on your strategy, one may by more effective than the other, but only at the task for which each is best suited.

      Just as I would never suggest to a carpenter that a saw is always better than a hammer for every situation, likewise I would never suggest that Search is always better than Display, or vice versa. A carpenter is most effective when he keeps both hammer and saw in his toolbox using both tools to expedite his project. Likewise, an advertiser is most effective when he uses both networks, with each applied where most appropriate.

      Generally,the Display network is most effective at targeting the top of the marketing funnel, Search can be used for that, but is usually less effective. Search is often the most effective at targeting the bottom of the funnel.

      The most effective strategies almost always include targeting the top, middle and bottom of the marketing funnel. If you chose only one of the networks, not both, then you are typically going to be less effective at one end of the marketing funnel, and as a result less effective overall. In most cases, targeting both the top and bottom of the funnel simultaneously will improve the effectiveness of both strategies. Conversion rates for bottom-of-the-funnel Search network campaigns almost always improve whenever combined with top-of-the-funnel marketing.
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      • Profile picture of the author Belinda1234
        Actually GDN can bring more install for advertiser, perform better than display ads. It is our partner said cuz we are direct advertiser.
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