Our customers are accessing information across multiple devices, and might look at 10 different sources - online reviews, news articles, recommendations from friends and more - before making a purchase. Display advertising captures these signals, enabling advertisers to connect with customers across millions of sites, videos and apps.  But for some advertisers, managing separate search and display campaigns can be complex and time consuming.

Last fall we launched a new high-performing way for advertisers to grow their businesses across both search and the very best of display opportunities in a single campaign: Search Network with Display Select.

Now we're excited to share the early results: Search Network with Display Select campaigns are helping advertisers gain up to 15% more customers than search campaigns alone.  In fact, the average advertiser can 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.
WordStream, an agency specializing in pay-per-click advertising turned to Search Network with Display Select to broaden its clients’ reach and convert new audiences across the web. “As an agency we understand the long-term benefits of display, but when money is coming out of a client’s pocket, they want to see a direct return,” says Rich Griffin.

Search Network with Display Select has helped WordStream's clients increase conversions beyond search:

  • Safeguard Tubs makes walk-in bathtubs for seniors. They saw a 25% increase in their overall conversions at a cost-per-acquisition on par with their previous campaign by reaching new customers on sites like AARP.com. 
  • Blindster, an online seller of blinds and shades, drove 22% more conversions by showing their ads on DIY sites and home design blogs. 

Another company that has found success using Search Network with Display Select is ELMO Talent Management Software, a SaaS HR systems company who found themselves maxing out traffic for super-competitive keywords like ‘LMS’ and ‘Performance Management System.' They turned to Search Network with Display Select, and in 3 months saw 20% of customer acquisitions coming from display ads, at a cost-per-lead 40% cheaper than their previous campaign.

Search Network with Display Select helps ELMO compete with the major international players in their space. "We're a player in the Asia-Pacific region, not on a global scale — yet," says CEO Danny Lessem. Display ads promote the ELMO brand and give it the visibility and stature the company had been missing.  "When we ask our prospects how they found out about us, what closed the deal was seeing our brand on the Google Display Network.”

It's not just for online businesses, either. Porter's Patch, a Wisconsin family farm, saw a 20% increase in website visitors from display with 60% lower cost per click.

Getting started

The best way to find out how this campaign type performs for your account is to log in and try it out! We've made upgrading to Search Network with Display Select easy in the AdWords interface, with step-by-step instructions available in the AdWords Help Center here.
We'll also be doing a Hangout with Rich Griffin and his WordStream team on on Wednesday March 31st, 10am PT / 1pm ET. Sign up here and then tune in on March 31st. Or, send us your questions and comments at #SNDS -- we'll be ready to answer.

And to learn more about new Search Network with Display Select, visit our help center.

Posted by Woojin Kim, Product Management Director