A new campaign type is now available for AdWords advertisers and it is called, Search Network with Display Select (SNDS). It has replaced the old campaign setting: Search & Display Networks, which is no longer available to advertisers creating new campaigns.
In typical Google fashion, the new option is somewhat ambiguous upon first look, so we’d like to lay it out and also explain what types of advertisers could benefit from its utilization.
What is SNDS?
According to Google, this new campaign option allows advertisers to expand the reach of their search campaigns to the GDN with greater confidence that their ads will be shown to relevant users.
“Search Network with Display Select uses improved signals and methods of predicting when and where your ads are likely to perform best, and sets a higher bar for when to show them. That means ads are more likely to be shown to a smaller number of prospective customers, who are more likely to be interested in your offerings.”
Ok, sounds cool, but how does it work?
Google will utilize the following data to determine where your ad will show on the Display Network.
1) Search campaign data (quality score, keyword CTR, etc.)
2) GDN historical webpage CTR within your category
3) Mined organic search data matching Google pages to user queries.
Who should use this new campaign type?
1) Advertisers who are currently running campaigns with Search/Display Combined who are unhappy with the budget ratio and performance on the GDN. Expansion will reduce volume/spend in the Display portion of your campaign and initial tests show that advertisers, on average, could see a 35% higher click-through-rate, and a 35% lower cost-per-customer purchase.
2) Advertisers who are running search-only campaigns and want to test performance on the GDN. If you are happy with results after testing, however, the best practice is to separate Google search and display campaigns.
How do I select this campaign type when creating a new campaign?
How do I upgrade if I am running the older version of Search/Display Combined Campaigns?
Go to your Settings tab within the campaign in question. You will see the below alert from Google. Follow prompts and upgrade.
How do I expand a Search campaign to the Display Select Network?
Go to your Settings tab within the campaign in question. Expand the Campaign Type option and select “Search Network with Display Select”
Again, it is both Visiture’s & Google’s stance that the best way to have control over your Search/Display campaigns is to separate them. Our account managers are certified in both Google Search and Display advertising and suggest knowledge of both channels to achieve optimal results.