Until now, you had the option of showing your AdWords ads on the Search Network, Display Network or both. Google announced a new option called Search Network with Display Select.
The new Search Network with Display Select will allow to show your ads mostly on the Search Network AND some highly targeted pages in the Display Network. According to Google, customer who have tested this campaign type have seen their CTR increase by 35% and their CPA decrease by 35%.
Normally I would caution against the use of the Display Network for eCommerce retailers. However, this sounds like it’s worth testing, but tread carefully… or you’ll waste your budget before you know it.
From Google’s Announcement:
How is this different from the old campaign type?
In addition to extending the reach of search campaigns, this new campaign type offers better results on the display network than the old Search & Display Networks campaign type.
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. 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.*