What is a Search Display Campaign, and how do I set one up?

A Search Display Campaign is a popular advertising tool offered through Google Ads. It helps businesses reach more customers by showing ads across various websites in addition to Google's search results pages.

In this guide, we'll walk you through a Search Display Campaign, how to set one up, and its key benefits and challenges. Whether you're new to digital advertising or looking to refine your strategy, this article will serve as a helpful resource.

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What is a search display campaign?

A search display campaign is a type of Google advertising campaign that combines search and display advertising.

Typically, search ads appear on Google's search results pages, while display ads show up on other websites. With a Search Display Campaign, you can do both—show ads on Google searches and display them across relevant websites, giving your business broader visibility.

This strategy helps you reach a larger audience by targeting users who search for specific keywords on Google and simultaneously displaying ads on relevant websites.

If you are trying to connect with potential customers wherever they are online, combining search and display ads increases your chances of gaining more clicks and conversations.

How Do Search Display Campaigns Work?

Search Display Campaigns leverage platforms like Google Ads to show ads on search result pages and partner websites. You can specify where you want your ads to appear by setting parameters like keywords, user interests, and demographics.

Your bid amount, competition, and relevance of keywords influence where and when your ads are shown. Ads can appear as banners, text ads, or even as video content. When someone clicks on your ad, they're directed to your website, and you pay a fee based on the number of clicks. 

But how does it help you? Let’s look at some of the benefits-

Key Benefits of Search Display Campaigns

1. Increased Reach and Conversions: Combining search and display ads means your ads appear in more places—both on Google and across other websites—boosting impressions and potential conversions.
2. Targeting Potential Customers: You can set specific targets, ensuring your ads reach people who are genuinely interested in your products or services.
3. Efficient and Strategic Placement: Search Display Campaigns let you place ads where they are most likely to succeed, whether on Google's search results or relevant websites. This boosts the effectiveness of your advertising efforts and drives potential sales.

How to Set Up a Search Display Campaign?

Setting up a Search Display Campaign through Google Ads is straightforward. Follow these steps:

1. Log in to your Google Ads account.
2. Click "+Campaign" and select "New Campaign".
3. Choose "Search Display Campaign" as your campaign type.
4. Set campaign details such as the name, ad group, budget, and bids.
5. Include both search and display ads in your ad group settings.
6. Add keywords and perform targeting for your display ads.
7. Create your ads, ensuring you tailor them for both search and display formats.
8. Review everything, and when all looks good, launch your campaign!

It's crucial to configure settings like ad formats and targeting to align with your campaign goals.

Challenges to Consider

While Search Display Campaigns offer many benefits, they also come with a few challenges:

• Cost

Running these campaigns can be expensive, especially when trying to secure top ad placements. High bids are often required to stay competitive.

• Measuring Effectiveness

It can be tricky to directly measure how effective your ads are. Though you can track data like clicks and conversions, this may not provide a complete picture of your ad's performance.

Grow Your Business with Effective Campaign Management

Search Display Campaigns provide an excellent way to increase ad visibility and conversions while reaching a broader audience. However, they require careful management to ensure cost efficiency and campaign effectiveness.

If you're looking to maximise your advertising efforts or have questions about running Search Display Campaigns, feel free to contact us. We're here to help you grow your business through smart, data-driven advertising strategies!

Learn more about DEEBO's display advertising services today!