Google Adwords Display Network Conversion Rates

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  • PPC/SEM
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We have had quite a bit of variance in client conversion rate results when using the Google Adwords Display Network VS the Google Adwords Search With Display Select Network.

Has anyone else had a similar experience. We would like to hear your insights.
#adwords #conversion #display #google #network #rates
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  • It makes perfect sense that search traffic converts better than display traffic. When someone does a search, they are already qualified simply by the fact they did the search. They are actively looking for a solution. On display, you are farthest from their mind: they may not need nor want what you have to offer, at least not at that moment. They may click out of curiosity or some passing interest, not because they want or need your product. So it's perfectly normal that this traffic converts at a lesser rate.

    There's also a time and place to use the display network. First, you need to ask yourself if it makes sense using the display network at all. If so, in what way. A dentist for example wouldn't advertise on display for root canal surgery. Nobody needs that at that very moment and when they do, if they don't have their own dentist, they'll do a search and quickly choose a dentist. On the other hand, he may want to advertise his teeth cleaning services.

    Since you are targeting different people in different stages, your message usually needs to be different than on search. That means that you should never mix search and display together. In many cases, you may want to take those clicks to a different page. It's all in how you do things. When executed properly, you can have conversion rates just as good as on search.
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  • Profile picture of the author JohnVianny
    NEVER MIX these!

    Use:

    OR ONLY Adwords Search

    OR ONLY Display network

    Cause the ads and copy are TOTALLY DIFFERENT!

    I mean with display network you have to use a banner, preferably written in words with no fancy colors.

    It's an whole science behind banner advertising on content network sites which si DRASTICALLY DIFFERENT with the copy for search advertising.

    In fact with display network you are encouraging the IMPLICIT DEMAND as fb. They're not searching for u as said, so you have to capture more their attentio ENLIGHTING their inner needs they may be not aware of.

    Instead, with Search Network you have to be as close as possible to their search terms and match their EXPLICIT needs.

    ...You need in fact to be the smartest and immediate answer to what they're looking for.
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  • Profile picture of the author jamesjennifer
    when, I think search ads is potential, but it depends on how can you use it, means actual targeted location, landing page, relevant keywords.
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  • Profile picture of the author zeus136
    Google Adwords Display Network conversion rates across all industries are 0.89% vs 2.7% for search so there is still good potential in paying a lower CPC for display network advertising.
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    • Originally Posted by zeus136 View Post

      Google Adwords Display Network conversion rates across all industries are 0.89% vs 2.7% for search
      Such numbers, wherever they come from, are meaningless. It makes me cringe and I see them even from reputable sites. They have no relevance to each individual advertiser. As it says, it's across all industries but even within the same industry there will be lots of variance. It assumes that advertisers all do the same kind of advertising, even within the same industry, which is not the case. It also perpetuates the notion that the ads are responsible for the conversion which is not true.

      I have a client with a 5.35% conversion rate on search and a 4.8% rate on display. While some may find this impressive, it shouldn't because there is no context so it is just as meaningless, even if you were in the same industry. All it tells you is that it is possible to get nearly the same conversion rate on display. It tells you nothing about the execution.
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