Today I'm going to talk about the search partners and the display network when you are setting
up your campaign. Quite a few of you get confused. We use this, should we not? Why should we
use them? When to use them? Hopefully, the next few minutes is going to demystify these
two networks. Whenever you go into your account, setting up a new campaign, you will get this
right? Whether you want to include the search partners and also display network.
Let me explain first. What is the search partner and display network? Search partners, they
extend the reach of Google search ads to hundreds of non-Google websites, YouTube and other
Google.
Obviously, the display network is the, what we call the GDN, Google display network. A
collection of very high-quality web sites and apps with 2 million placements where you
can place your website. When you choose this option, your campaign will run on the GDN
with no additional setup. Your ads will appear only when they are predicted to be effective
and you aren't using your budget on search. Obviously, this is the display in which, I'm
sure most of you know about. Okay. The type of ads you can place on these channels: text,
dynamic search ads, call-only ads, shopping ads, image ads and videos.
Here's a little tip. The CTR, click-through rate is usually lower than the search network
and it won't affect your qualities. You are concerned about that your quality score may
go down because of a low CTR. It won't and always keep the search partner and display
network campaign separate from your search network because they got different goals,
different metrics and you don't want to muddy them together by putting them with your search
network. Search network, you always keep them separate.
You run these two separately. Should you, or should you not use them? Well, as I always
say, test it for yourself. Don't listen to me or to anybody else. May work for me. It
may not work for you. It may work for you. It may not… Try and test it.
When you are setting up your campaign, you can either include or exclude these two networks
by checking two boxes, as simple. You don't need to do anything else with regards to the
setup. That's all you need to do. Okay. I did a little test to see what happens. Here's
my campaign set up and you can see that you will get the data for the display network
and for the google search separately. To get this under your campaigns, what you need to
do is first go to your icon segment. When it pops up, go to network, and then you will
find that these two appear here and you will find that search has so many clicks impressions...
and the display network. You can separate these out and you'll be able to see, because
of the Google display networks being so big, it’s not surprising that it has got so many
impressions compared... and same again, over here, the CTR is very low.
Let's see what we get. Now, this campaign I physically can't bid more than pay and if
I pay more, my campaigns will not be profitable. What happens is ... As you can see over here,
all of these keywords are below first-page bid of £11.24, £19.76, £24.28, £30.05,
£19.24. Pretty much almost double or more than double than what my allowable maximum
is. Now you can see here in this Max CPC column and I'm putting up £10, but even though I
enhanced it, I know I'm paying a little bit more. I wanted to see whether I can traffic
or not at such a lower CPC. It was quite difficult to get, you know, the volume of impressions
metrics we want to get. I tried these two..., What I got... so the target CPA. I was working
towards was £50. That's my target.
I was getting 85.30 conversions and average CPC of £4.21 so how did we get over here
when these were so high and how you can scale these?
As I've said before, you know, until you don't try and do different tests, you'll never find
out what is going to work and what's not going to work. Again, on most of the internet and
most of the gurus will say, don't run on search partners...
... These are the 2 networks. This one has got 77 clicks, 254 impressions, 11K, 350K,
CTR. Now the average CPC here, £9.69 and the display network £2.75. there's a huge
difference. Yeah, the cost, similar. I let it run for a little while to see what happens.
... 3 conversions at £212 each, 4.62% conversion rate and over here 12 conversions at £53.55,
which is very close to my target CPA 4.82%. Now the good thing which I have found from
here is I know Google display network is massive. I really scale it and I'm happy with CPC and
I'm happy with that conversion rate as well. Obviously, I would like to improve it as we
go along, but the most important thing is the cost per acquisition.
Then how do you scale this? Once you start to get the results? What you want to do is,
if you keep them in the same campaign, the search network is not going to get the budget.
The display network is going to eat up and the partners, so what you do is then you separate
them out. As you can see, this is my main campaign, which you had the data in there.
These are all brand new because they haven't run yet. What I, or we as a company do, we
separate these out by the computer and the mobile so we will have a separate budget for
the same and then display network, I keep them separate. Again, computers and mobile
so each one with its own budget.
Then we see now, how the devices are performing, whether the mobile is performing better than
the computer or vice versa. Tablets, don't run a lot of traffic on it. We usually found
tablets not to work so now we just run on pretty much on these two networks, and this
is how you can scale it. If you find campaigns where it's a small campaign in a local area,
there's not a lot of search volume and you are not spending your budget, not getting
any impressions or clicks, try the display network and the search partner. See what happens
and get some movement, get the name out of your brand, service, product in the local
community and then you are going to get that brand awareness go higher and run a brand
campaign as well after that to see whether you are getting the brand campaign. This is
how I would build these.