Hi, I had a brief look around but could not find the answer to this, so hopefully I am not asking something that has already been answered. Sorry about the long intro, but it will probably help in building the picture. I run an Adwords account for a number of web sites that I own. I am not an SEO expert by any account but have an interest in it. I plan to outsource the work to an 'Expert', but for now I do it, along with managing lots of other things. I have had a couple of years with Adwords and have had quite a bit of success with it. I have a few campaigns in the same account, that target 4 different websites. I am spending about $2,000 per month on Adswords with some quite good results. The web sites are just marketing sites for my businesses. The sites are not about selling products directly or generating adsense revenues. They just market the businesses and help generate sales enquiries by phone and email. Brochure sites really. In the past, I have run both Content (now called Display Network I think) and Google Search campaigns. But I found the Display ads were not driving good quality traffic. Loads of impressions and clicks, but quite a poor CTR. So I turned these off for a year or so and just concentrated on the Google Search campaigns. Most of our ads on Search hit the top 3 spots and on natural search our websites key services pages normally hit top 3. Not bad for an amateur! (probably at too high cost though) I am trying to market specific professional services in a B2B environment. Let's call it architects. So the keywords, ad groups, and campaigns are very targetted, with not a huge number of monthly seaches taking place. I work on the basis of quality rather than quantity, as there is not much point in driving loads of traffic that is poorly qualified, due to using keywords that are too broad. Just giving money to Google... OK, now the question, almost! I want to try to drive a lot more enquiries from our key website, in a particular region which needs more sales. Let's say the State of California, as opposed to the whole USA. So....I reinstated a Display Network campaign and just targetted that geography. I have bumped up the bids in an attempt to get some more traffic and enquries just in that State. But. My Display network campaign by it's very nature, has a much much lower CTR than my existing google search campaigns. Display CTR for the month is about 0.07% whilst the search camapaigns are around 1-2%. I have noticed the number of impressions and clicks on my search campaigns have dropped a bit, since I re started the display campaign. (THey have been as high as 3%) Hence my overall account CTR is much lower. Down from 1-2% to under 0.5%. So the question finally! Will having this poorly performing display campaign in my account, seriously impact my search campaigns. i.e. lead to lower CTRs across the board, lower positions, higher bids? Should I turn off the display campaign, or maybe run it from a different google account? But I don't think that is allowed. Any advice from similar experiences would be most appreciated.
Display/ content is expected to have a much lower ctr than search. It won't have any impact on your search campaigns.
Thanks. I recognise that Display has a very low CTR compared to Search. I just just worried about the impact on the whole account's quality/cost. But if you reckon no impact, that's great. Thanks.
It won't have any impact on your CTR. However, why people tend to separate the Search and Display network is that only the top 50 words in an adgroup is shown for Display network. To make this clearer, if one of your ad group has 100 keywords in it only the top 50 will be used for advertising and the rest is discarded for Display network. Hence the need for 2 campaigns: 1) Campaign - Search Only and 2) Campaign - Display Network only.
That's not the reason you separate search and display network campaigns. You separate them because in search, people are actively looking for you. In display, you are interrupt advertising. You're trying to get their attention, to make them aware of you and your offer because they are not looking for you right now. They are two different mindsets and thus require different ways to advertise. You also need to be more precise with your keywords. The display network determines a theme from them and shows your ads on sites on the network that match that theme. Not much to do with the fact that it looks only at the first 50 keywords. The first two reasons are more important why you should separate search and display.
We have face same problem but Right now we have solved it and i have got new from here thanks a lot for sharing useful post
Hi, the content network advertisement is a push marketing. where the customers are not looking for your product at the moment. so the conversion will be lower one when compared to the search network. but this too can be improved for a better ratio. use key word combination with the ads. this will help in placing the ad on a site where your targeting audience are spending their time. test with multiple ad copies. and stick to the one which converts more. we're using the content network for brand building/brand visibility. whereas in search network people are particular about the service or product you're offering, hence the conversion rate will be higher one.
I certainly have them in seperate campaigns. For may reasons. Different keywords, different ads, different country targets.