Google has launched a new campaign type called Search Network with Display Select, which lets advertisers get in front of users on Google itself and other sites.
"Search Network with Display Select extends the reach of your search campaigns to the Google Display Network (GDN)," explains product manager Ahmad Anvari in a blog post. "The GDN reaches 90% of the global online audience (Comscore September 2013) and includes 2 million publisher sites, like weather.com. Upgrading existing search campaigns to Search Network with Display Select is easy. In a few steps and without extra work, you could gain 15% more customers by showing your ads at the right moments across search and the web."
Google says the new type offers better results on the display network than the old Search & Display option.
"Search Network with Display Select uses improved signals and methods of predicting when and where your ads are likely to perform best, and sets a higher bar for when to show them," says Anvari. "That means your ads are more likely to be shown to a smaller number of prospective customers, who are more likely to be interested in your offerings. Compared to the old campaign type, initial tests show that advertisers, on average, could see a 35% higher click-through-rate, and a 35% lower cost-per-customer purchase on the display portion of their Search Network with Display Select campaigns."
Google does suggest that if you are running Search and Display campaigns separately, you should keep them separated for better bidding, budgeting and targeting.
Google will remove the old Search & Display Networks campaign type over the course of the next several weeks in favor of the new type.