Display Network vs Paid Search

Which have you had more success with: Display Network or Paid Search Ranking?

Does anyone here recommend certain domain within the Display Network? I have been using adwords PPC for a few months now.

 

It depends on your business. From my experience, paid search generates much higher conversion rate with much higher in cost. Display network cost much less but conversion rate is much lower. Usually I run display network mainly for branding purpose.

 

are you planning on using solely adtext or banners?

 

I have never had any success with Display Network. Properly best way would be to use managed placement and place it only on websites that you know are good.

 

Really, the display network is excellent when you isolate highly-targeted niche sites. It also helps to keep your average cost way down.

 

Do you use it with text ads or image ads?

 

Both. You just have to do a little research and you'll find highly-targeted sites that carry Adsense and then you isolate those sites in your content network settings.

 

One important thing is to make different campaigns for the search and for the display network. The users are in different situations -
On search network the user are actively seeking, and you just have to match their need. Use a pull strategy in the text add.
On the display network the user has another state of mind. They are not actively seeking, so you have to push your message.

 

Can you explain a bit more about pull strategy and push strategy, mate?

 

@phrabecz: off course

On the search network the user are searching. They have a need and want a match for that need. Your strategi here is pull. You pull here, because the user already are showing the need, and you "just" have to match. Example: You sell laptops. The user search for "lowprice laptop". Your ad should match that (if you sell lowprice products, or else you should make a negative match):

We have lowprice laptops
Out laptop are lowprice but quality.
Get the best lowprice laptops here.
YOUR WEBSITE

On the display network the user are not showing that need, and might not even have it. Here you have to "wake" the user, og convince him that he has the need:

Get laptop for 500$
For just 500@$ you get a brand
new laptop. Get new laptop today
YOUR WEBSITE

Do you see the difference?

ON wiki: en.wikipedia.org/wiki/Push%E2%80%93pull_strategy