Before you write your ads, you need to set up your Google campaign appropriately. As I said before, there are two main networks you could choose. One is the search network, and the other one is the display network.
When you are setting up your campaign, you could name your campaign by product name or product name plus location. Just make sure the name is specific, so you can organize your data and manage the campaign effectively.
Then, Google will let you select the network where you want to run your ads. By default, Google will select both the search network and display network.
The first thing you should do is deselect display network.
When you create your search ads in the text format, Google will be able to show those ads on the display network across all other websites. The problem is that is not search advertising. The goal of search advertising is to capitalize on the user's intent.
The second thing you should do is deselect Google search partners.
Google search partners are sites that have search functionality within them. Websites like YouTube, Amazon, CNN, Ask.com and many more are Google search partners.
The difference between Google search partners and display network is that those sites are outside of Google's property. They are based on keyword targeting but not based on display ads.
There is a certain way people search on Google that they don't necessarily use the search partner sites to search for. For example, I can type anything on the Google search bar, but I will only type shopping categories or product names on the Amazon search bar.
According to research, the click rate does tend to be significantly lower on the search partner site, and so does the conversion rate. The quality of traffic coming from Google search partners is not as good as Google search does.
However, for branded search terms such as brand name, the partner network tends to covert better. Why?
There is less competition, and you could get a larger share of clicks on the partner sites. On Google search, a lot of your competitors will run their ads against your brand on the search campaigns.
Overall, if you have a limited budget to start your campaign, I highly recommend excluding both the search partner network and the display network. Don't ever combine the search network and display network because you want your data to keep clean and organized. It is very important to have things organized, so you can analyze your data more efficiently.
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