New Google AdWords Campaign Type

What’s in a name? Well, what if I told you Sergey and Larry’s predecessor to Google was called BackRub. Do you think that would have found its way into the English language the way Google has? “I don’t know the answer, hold on and I’ll BackRub it.” I’m sceptical.

What’s in a name? Well, what if I told you Sergey and Larry’s predecessor to Google was called BackRub.

Do you think that would have found its way into the English language the way Google has? “I don’t know the answer, hold on and I’ll BackRub it.” I’m sceptical.

Which brings me to the recent announcement that the ‘Search & Display Networks’ campaign type in AdWords is being replaced by a new variant, ‘Search Network with Display Select’.

Not a big departure, but the new name brings the word ‘exclusive’ to the forefront of my mind. And that’s definitely a good thing where the Display Network is concerned.

Google says this new campaign type offers better results than its predecessor by using “improved signals and methods of predicting when and where your ads are likely to perform best” while setting “a higher bar for when to show them”.

Ambiguous, yes, but data released with the official announcement makes for interesting reading.

Compared to the old campaign type, initial tests have resulted in advertisers experiencing a 35% higher click through rate and a 35% lower cost per acquisition on their Display Network activity.

Given the size of the Display Network – according to Comscore it reaches 90% of the global online audience – any developments made which improve ad targeting and therefore increase relevance are very welcome indeed.

Only time will tell if this name change has substance to boot.