Search Ads Vs Display Network Ads? Facing Google Adwords Targeting Problem

[Kinjal Soni]

Hello,

I have a new product based website that offers products in different categories. I launched this site 2 months ago. Now, I want to promote my website on google but I am confused about some facts How to get Good Orders from Adword Promotion.

1) As a new website, What should I have to target directly on search network ads? or for branding, I should use display network first? which will be most effective for my website with affordable budgets?

2) Is it okay to do Google AdWords campaign without SEO? I have a plan to do it later but I want to run AdWords campaign first to increase my orders and inquiry.

3) Is Display Network Ads perfect for Website Branding?

 

[Khurram Aziz]

Hi, you don't need SEO to run Google Adwords campaigns. SEO is a completely different kettle of fish and the two are not interlinked in anyway.

There is no straightforward answer to your questions. Both have their merits and their drawbacks. Sometiems GoogleAdwords, displayed prominently in search results will lead to more conversions, but will then cost you more. Other times, display network ads will cost you less but will also convert less.

It's a question of trial and error. You may also consider the myriad other networks available to you, including Facebook, which is pretty hot right now.

 

[Fredrik]

Hey Kinjal,
Not a short answer i am afraid, however based on your questions it sound like you could benefit from a overall measurement framework and then a channel strategy, this will help you to make sure you use the right channels to stay most relevant in, both from a messaging p.o.v and a cost perspective... a good place to start would be Avinash K, See Think Do Care framework (google See, Think, Do,Care as i cant post links here) and if you have specific questions please feel free out reach out here or directly.

 

[webgeek]

You don't need SEO to do Adwords. But, typically, when you find converting phrases via Adwords, you then add them to the work queue for your organic seo, which could take months to turn into recurring business.

Presently, and previously, I've used Adwords to convert low hanging 'buy phrases'. That's mission #1.

Mission #2 is to introduce the brand to people who will return and buy later. That happens with other phrases, and is then supplemented by Remarketing to reinforce the brand and draw them back for that converting visit.

Mission #3 is to add Remarketing to other channels, such as Facebook, so that you can get them back again again. Enough touches in a short period, coupled with exciting savings (offers) can be enough to trigger the purchase after the repeat visits.

I find display converts well enough to cover its cost but not a massive big game kind of converter. It's awesome at introducing the brand to people who didn't know they were needing, or who weren't shopping for, a solution.

Search converts well enough to have net positive ROI. The % of that ROI is up to you. You can go for pure profit, or you can try to break even, but with massively more traffic. You may find that the lower ROI, higher traffic, then fuels your direct and brand organic traffic conversions, the sum total of which is much greater than if you just try to pull profits from the Adwords alone.

Gordon Campbell, from Scotland, could give you hand if you're looking for an inexpensive agency with a shedload of experience.