Diving Deeper into Search Network with Display Select

April 3, 2015

To the uninitiated, the Google Display Network can be more than a little intimidating. Despite the vast potential of the GDN to expand AdWords advertisers’ reach, the costs and time management involved in running a GDN campaign put many people off, particularly small businesses with limited paid search budgets.

For these reasons, Google launched its latest hybrid campaign type, Search Network with Display Select (SNDS), in November 2013. SNDS campaigns are the ideal way for AdWords advertisers to take their first steps into the world of display, and WordStream’s Director of Search Engine Marketing Rich Griffin sat down with Google’s Katie Hamilton in a Google Hangout on Air to dive deeper into what SNDS campaigns can do for advertisers.

In the Hangout, Katie and Rich cover topics including:

  • How SNDS works
  • Which types of accounts should switch to SNDS
  • The benefits of extending a search campaign into display
  • How SNDS can improve CTR and lower CPA

What is Search Network with Display Select?

Google’s SNDS hybrid campaign type provides a way for AdWords advertisers to expand their reach by leveraging the potential of the GDN without compromising the effectiveness of their search campaigns. Simply put, SNDS is a user-friendly way to extend a search campaign onto the GDN that provides advertisers with incremental opportunities to get high-quality clicks and strong ROI without the hassle of additional optimization work.

Ads running as part of SNDS campaigns are matched to publisher sites across the GDN using a range of criteria, including purchase intent, keyword selection, predictive conversion models and other factors. This results in your ads being displayed alongside highly relevant content as the user is reading the page.

Should You Use SNDS Campaigns?

SNDS campaigns allow advertisers to reach more potential customers at CPAs similar to those of their existing search campaigns. Compared to search alone, SNDS campaigns can reach up to 15% more customers, making this campaign an excellent fit for advertisers who may not have otherwise tried display.

In addition, the fact that SNDS campaigns are more selective means that click-through rates can be up to 35% higher than those of the old Search and Display Networks campaign type. SNDS’ improved bid optimization can also reduce cost-per-conversion by 35% compared to Search and Display Networks campaigns.

Learn More About SNDS with Google and WordStream

To learn more about why SNDS campaigns are a good idea for many advertisers, check out the Google Hangout and see if this campaign type is right for your business.

Are you using SNDS? What have your experiences been? Let us know in the comments!

Dan Shewan

Dan Shewan

Originally from the U.K., Dan Shewan is a journalist and web content specialist who now lives and writes in New England. Dan’s work has appeared in a wide range of publications in print and online, including The Guardian, The Daily Beast, Pacific Standard magazine, The Independent, McSweeney’s Internet Tendency, and many other outlets.

Sign up to get our top tips and tricks weekly!