Over the last several months, Google has recommended enabling the Google Display Network for Search campaigns that are not meeting their daily budget goals. Essentially, no new assets are required, as Google will re-purpose the text ads the campaigns are currently running, though you have the option to add Responsive Display Ads to help optimize performance.
Google hypothesizes that by expanding campaigns to serve cross-channel, marketers will be able to capture incremental conversions at similar CPLs to search campaigns.
We tested this recommendation on campaigns targeting both the US and UK here at Seer and wanted to share the results!
TL;DR: Enabling the display network for search campaigns contributed to an overall increase in cost and CPL, with minimal incremental conversions
We recommend only testing Display Expansion for Search campaigns that meet the following criteria:
We found that Display Expansion generally drove an increase in cost and, subsequently, CPL — while driving minimal additional conversions for Lead Gen-focused campaigns. However, campaigns that captured additional top-of-funnel conversions, such as link clicks, saw improved performance.
We enabled the Google Display Network and compared performance period-over-period after implementation.
If you have campaigns that aren’t seeing an increase in traffic after adjusting their bidding strategies, cutting out wasted spend, adjusting their targeting, etc – these are great candidates for a Display Expansion test!
For other lead-gen focused campaigns that usually spend their budgets in full, CPL increased by as much as +170% after implementation while driving no incremental conversions.
These results were statistically significant, so we disabled the GDN for any campaigns that had not driven a conversion since launch, and kept the GDN enabled for remaining campaigns. As a next step, we will also test the impact the addition of Responsive Display Ads has on performance.
These results were statistically significant, and we ultimately ended the test for campaigns that had not driven a conversion on the display network since launch in order to help improve efficiencies. As a next step, we will be testing the addition of Responsive Display Ads to those with the Display Network enabled.
Overall, we don’t recommend using display expansion unless your campaign meets the criteria we mentioned:
However, Google is always optimizing their networks and there are additional iterations to test in terms of bidding strategies and ad assets. Have you tried this for any of your campaigns? Let us know in the comments!
Source: www.seerinteractive.com, originally published on 2021-11-29 10:16:37