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PPC - Display Network vs. Search

by ajensen
7 replies
  • SEO
    • |
I'm wondering what some of the PPC gurus think of adwords on google search vs google display network?

To me it seems that focusing in on just the search aspect might give more targeted customers. Is anyone out there having success with Display Networks or do you mostly use Search (or both)?

I guess maybe Display Networks would be good for volume but I'm just working on finding profitable campaigns at this point, to get familiar with PPC.

Opinions?
#display #network #ppc #search
  • Profile picture of the author Lucid
    Yes, search is more targeted: they are looking for you! In display, it's interruption advertising. You are trying to get them interested in your product. Different mindset which requires different ways to put your message across.

    Just because there's volume, doesn't mean you'll have a successful campaign. Most of my client's campaigns don't use the display network. Their products or services don't lend themselves to use it. But when used intelligently with the right products advertised in the right places, it can provide a boost in sales.
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  • Profile picture of the author IMNewbieBlog
    Even many don't like using the content network, it seems it can work very well with image ads and the click prices are pretty low if you know what you are doing.
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  • Profile picture of the author thrigrri
    I personally have much better results when using search. As I can choose the key phrases in which I want my ads to appear for - Thus, the traffic that I receive will be what I wanted.

    If you want to use the content network, you need to make sure that your ad is designed in such a way that catches the eyes of your intended audience. In my personal opinion, image banner ads don't work anymore, while text ads are way too small to catch the eyeballs of targeted audience.

    The best approach, in my personal opinion, is to design your very own image ads - Where it consists of the title of the ad (which you need to bold and underline it, and have the font color be in blue). the text of the ad (in black), followed by the URL (in green) - Design it similar to the color and font size that is used for a typical Google text ad.

    And beside the ad (on the left hand side), you have a picture that is relevant to the ad that you have.

    In my personal opinion, that will get you a much better clickthrough rate (if you intend to advertise in the content network) then using a full image banner ad or a normal text ad.

    This is just my personal opinion based on experience... And I hope this helps!


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  • Profile picture of the author ajensen
    Thanks all! This is very informative.
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    • Profile picture of the author TalorZamir
      We get TONS of traffic from Display Network that we would never get if we only used Search.

      I HIGHLY recommend using Display Network and If I had to choose 1 or the other, I would choose Display Network over Search - because it brings me a lot more traffic and sales have been great.

      Another great thing about the display network is that you can see what sites your ads are being placed on. So after a few weeks you will notice a few top performing web sites that are bringing you the most conversions.

      You can then contact these web sites directly to advertise DIRECTLY on their site - or possibly JV with you if they have an email list.

      We did this and found a top performing web site that was bringing us the most conversions. We contacted them and they noticed us from our ads on their site.

      Long story short - a JV was setup and they sold over $80K in just 2 webinars. So I recommend using Display Network.
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  • Profile picture of the author Steven Carl Kelly
    Your question can't be answered fully based on the information you've provided. Any answer about whether you should or shouldn't use the content network is pure speculation and conjecture.

    Will the content network be more or less profitable for you than the search network? Only ONE THING will tell you for sure:

    TESTING.

    Don't ask people and base your decision on their response. Their ads don't look like your ads. Their keywords don't match your keywords. Their budget isn't the same as yours. Their bids aren't the same as your bids. Their products aren't the same as your products... the list goes on and on.

    TEST the content network. TEST the content network with a multitude of ads and landing pages. Do you want a realistic answer to your question? There's only ONE definitive way to get it:

    Test, test, test.
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    • Profile picture of the author dburk
      Originally Posted by Steven Carl Kelly View Post

      Your question can't be answered fully based on the information you've provided. Any answer about whether you should or shouldn't use the content network is pure speculation and conjecture.

      Will the content network be more or less profitable for you than the search network? Only ONE THING will tell you for sure:

      TESTING.

      Don't ask people and base your decision on their response. Their ads don't look like your ads. Their keywords don't match your keywords. Their budget isn't the same as yours. Their bids aren't the same as your bids. Their products aren't the same as your products... the list goes on and on.

      TEST the content network. TEST the content network with a multitude of ads and landing pages. Do you want a realistic answer to your question? There's only ONE definitive way to get it:

      Test, test, test.
      Hi Steven,

      You said it perfectly, there is no way to to know if it will work or not without actually testing. That said, I have found that the Display Network is particularly effective for branding and for establishing new emerging markets. People aren't typically going to search for products or services they have never heard of before. If you have such a product it may be the most effective Network to target.

      There is usually a price point that the Display Network becomes profitable despite the lower conversion rate, so test and let your results give you the definitive answer.
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