However, Google is always optimizing their networks and there are extra versions to check in terms of bidding strategies and ad assets. Have you tried this for any of your campaigns? Let us know in the comments!
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If you have projects that arent seeing a boost in traffic after changing their bidding methods, cutting out squandered spend, changing their targeting, and so on– these are fantastic prospects for a Display Expansion test!
For other lead-gen focused projects that usually spend their budgets in full, CPL increased by as much as +170% after execution while driving no incremental conversions..
These results were statistically significant, so we disabled the GDN for any campaigns that had actually not driven a conversion considering that launch, and kept the GDN allowed for staying projects. As a next action, we will also evaluate the impact the addition of Responsive Display Ads has on performance.
Test B: UK Targeted Campaigns.
Goal: Similar to our United States projects, boost conversion volume at a similar CPL for projects that were not satisfying their budget plan objectives and are using a tCPA bidding strategy.
Hypothesis: The Google Display Network will utilize offered budget from search campaigns to catch additional conversions at comparable CPLs.
Results: After the initial efficiency check-in (two weeks after launch), general campaigns saw an +89% increase in cost, -33% decrease in conversions and a +184% increase in CPL.
Similar to the US test, many display conversions were driven by projects that either 1) traditionally had problem with driving traffic or 2) were enhancing towards a variety of conversion actions (both top-of-funnel and bottom-of-funnel). The most significant difference in between UK and US is that these UK projects in fact saw a significant reduction in conversions and a much higher increase in CPLs than the United States campaigns.
We made it possible for the Google Display Network and compared performance period-over-period after execution.
Test A: United States Targeted Campaigns.
Objective: Increase conversion volume at a comparable CPL for campaigns that were not meeting their budget plan goals and are utilizing a tCPA bidding strategy.
Hypothesis: The Google Display Network will make use of available budget from search projects to catch additional conversions at comparable CPLs.
Results: After the preliminary efficiency check-in (two weeks after launch), overall campaigns saw a +100% boost in cost, +32% increase in conversions and a +51% boost in CPL.
Most of the conversions were driven by campaigns that either historically had a hard time with driving traffic or were enhancing towards a range of conversion actions (both top-of-funnel and bottom-of-funnel).
Over the last a number of months, Google has suggested enabling the Google Display Network for Search campaigns that are not meeting their everyday budget plan goals. Basically, no brand-new possessions are needed, as Google will re-purpose the text ads the campaigns are currently running, though you have the choice to include Responsive Display Ads to help enhance efficiency.
Google hypothesizes that by broadening campaigns to serve cross-channel, online marketers will be able to capture incremental conversions at comparable CPLs to browse projects.
We evaluated this recommendation on projects targeting both the United States and UK here at Seer and wished to share the outcomes!
TL; DR: Enabling the screen network for search campaigns contributed to an overall increase in expense and CPL, with very little incremental conversions
We suggest just checking Display Expansion for Search projects that meet the following requirements:
The project is not fulfilling daily spending plan objectives
The campaign generally sees low volume
The project optimizes towards a variety of conversion actions (conversions and clicks, for example).
We found that Display Expansion usually drove an increase in expense and, subsequently, CPL– while driving minimal extra conversions for Lead Gen-focused campaigns. Nevertheless, projects that captured additional top-of-funnel conversions, such as link clicks, saw enhanced efficiency.
These outcomes were statistically significant, and we eventually ended the test for campaigns that had actually not driven a conversion on the display network given that launch in order to help enhance efficiencies. As a next action, we will be testing the addition of Responsive Display Ads to those with the Display Network made it possible for.
Overall, we do not recommend using display screen expansion unless your campaign satisfies the criteria we discussed:.
The project is not fulfilling day-to-day spending plan objectives.
The campaign typically sees low volume.
The project enhances towards a range of conversion actions (clicks and leads, for example).
As Display tends to be an awareness effort, it is more effective at driving those upper-funnel conversions than a normal search campaign.