Case Study

WordStream Combines Search and Display Advertising to Boost Clients' Reach

the rundown

WordStream, an agency specializing in pay-per-click advertising, understands the long-term benefits of display advertising. But it also knows it can be a challenge to get clients on board, especially those looking for fast results. Therefore, it turned to Google AdWords Search Network with Display Select, which combines search advertising with only the best-performing display opportunities, to broaden its clients' reach and convert new audiences across the web. Clients like Safeguard Tubs saw increased ROI and impressive display reach at a cost-per-click 89% less than the cost of search.

The Goals

 

  • Convince wary customers to try display ads
  • Reach new customers at a lower cost

 

The Approach

 

  • Ran highly targeted display ads on the AdWords Search Network with Display Select

 

The Results

 

  • Display campaigns generated up to 1,300% more impressions for clients, and they did so at CPCs as low as 11% of search

 

WordStream is a leading full-service agency for online PPC advertising. Founded in 2007, the company offers services ranging from complete campaign management to do-it-yourself software that helps businesses manage high-performance PPC campaigns in just 20 minutes a week.

Goals

“As an agency we understand the long-term benefits of display, but when money is coming out of a client’s pocket, they want to see a direct return,” says Rich Griffin, director of managed services at WordStream. “Display is a longer buying cycle, so it’s really about building trust,” says Griffin. “We know if we use display to influence shoppers in September, we can turn them to customers for our clients in October and November.”

The big question for Wordstream was how to get wary clients on board.

“ Our customers are working with keywords that are really competitive, and when they’re simply tapped out on search, we know we can generate incremental conversions with display.”
—Rich Griffin, director of managed services, WordStream

Approach

For WordStream, AdWords Search Network with Display Select was the answer. It is a new campaign type that combines search advertising with only the best-performing display opportunities for each advertiser.

This approach can be a real bonus for companies that are reaching their limits with search ads due to competition or financial restraints. For those advertisers, Search Network with Display Select offers a new audience at affordable prices.

WordStream tried the new campaign with online merchants Blindster and Safeguard Tubs.

  • Blindster sells 14 types of blinds and shades and does 100% of its marketing online, using keywords like wood blinds and Roman shades. Display gave them 1,300% more impressions than search alone, at a cost per conversion that was 37% less than the cost per search.
  • Safeguard Tubs makes walk-in bathtubs for seniors. When WordStream put them into Search Network with Display Select, Safeguard ads began showing up on relevant sites like AARP.org—at a cost per click 89% less than the cost of search.

When WordStream created a Search Network with Display Select campaign for its own in-house AdWords account, the cost per conversion on display ads was a remarkable 95% lower than the average search cost.

"Display reach is astronomical. We can move the needle for volume and move the needle for sales."
—Rich Griffin, director of managed services, WordStream

Results

For WordStream, the new AdWords Search Network with Display Select is an ideal way to help clients realize the full power of display advertising. “Display reach is astronomical,” says Griffin. “We can move the needle for volume and move the needle for sales, even if one takes more effort to measure than the other. Display really is that untapped frontier.”

“Sometimes you’re simply tapped on search and can’t do anything more there,” says Griffin. “Our customers are often working with search keywords that are really competitive. That’s when we can generate volume and incremental conversions with display.” To put it another way, Search Network with Display Select offers fresh reach at a low price.

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