30 AdWords Tips in 30 Days - Day #8 - Segment Campaigns by Network
Managing Google AdWords Campaigns on both the Search and Display Networks?
Tip #8 - Create Separate Campaigns for the Google Search & Display Networks
Advertisers who are serving AdWords Ads via the Google Search & Display Networks should create separate Campaigns for the different Networks. Search Campaigns show Ads within the Google Search Results while Display Campaigns show Ads within Google's Network of websites. Strategies and tactics will vary by Network and, as such, separate Campaigns should be created for both.
Although Google rolled out Search Network with Display Select in late 2013, I'd still suggest separating Campaigns by Network.
Why Advertisers should Create Separate Campaigns for the Google Search & Display Networks
There are many different reasons advertisers should segment Campaigns by targeted Networks, but a few of the high level reasons are:
- Bids - Performance will vary by Network and having separate Campaigns by Network will allow advertisers the flexibility to control bids accordingly.
- Targeting Strategies - When contextually targeting on the Google Display Network, advertisers may want to include broad, generic Keywords that may not perform well for them through Search Network Campaigns.
- Budgeting - Advertisers may want to allocate different budgets towards the different Networks. The Google Display Network can typically spend much more than Search Campaigns.
- Ad Copy Strategies - Search Ad Copy will typically be specific to the Keyword advertisers are targeting; when serving Text Ads on the Display Network, advertisers may want to create Ads that align with the content where they're served, and/or make Ads more specific to their business.
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