[Video] How to get 15% more Conversions for 35% less: SNDS

Last month, Google quietly rolled out a significant new feature to Adwords: SNDS.

No, not Smart Network Data Services or the Society for News Design Scandinavia, but a new type of campaign that replaces one of the industry’s pet peeves: the default combined Search & Display Networks campaign type.

The problem with the default campaign type

Combined Search & Display Networks was the default setting for any new campaign – which worked directly against Google’s own Quality Score algorithm, resulting in 99.9% of all new advertisers on Adwords unwittingly getting terrible Click Through Rates, terrible quality scores and therefore paying more per click and making Google’s shareholders very happy indeed. Google was giving on the one hand and taking away on the other.

SNDS, or Search Network with Display Select, is Google’s replacement for this terrible default setting.

It is Google’s answer to Search Advertisers who would like some of the extra benefits from display but can’t be bothered building out and performancing Display Campaigns.

It is also proof that Google continues to suffer from Awful New Feature Naming Syndrome (RLSA being another recent offender).

Why it Matters

Different to the criminal combined Search & Display campaigns, SNDS has smarts built in.

Search Network with Display Select will:

Results

Although only just out of beta, Google claims that compared to combined Search & Display Network campaigns, switching to SNDS has seen:

Quite remarkable claims.

Is it worth making the switch?

The answer depends on what your current account structure looks like:

No Comments

Leave a Reply