Answer
Jul 20, 2016 - 02:00 PM
Usually, it's not. While it might seem like GDN is bringing a lot of impressions and clicks at very small costs (compared to ads on search), conversion rates are much lower due to high volume of irrelevant, accidental and low quality clicks.
Because GDN is mostly suited for driving cheap clicks for the upper funnel stage, it is mostly used only by large advertisers with big budgets (usually spending more than $1mm/year) in case if they are close to maxing out on generic search volumes and need additional volume to feed the upper funnel. If you are a small business with limited budget and your main SEM goal is to drive conversions, it is better if you invest all of your budget in Search alone (although nobody restricts you from running a test for GDN).
The only potentially effective tactic that is worth trying with GDN is remarketing with text and banner ads for lower funnel stage. If you are an e-commerce business, you can also test Product Listing Ads (PLA) on GDN (with or without remarketing).
Because GDN is mostly suited for driving cheap clicks for the upper funnel stage, it is mostly used only by large advertisers with big budgets (usually spending more than $1mm/year) in case if they are close to maxing out on generic search volumes and need additional volume to feed the upper funnel. If you are a small business with limited budget and your main SEM goal is to drive conversions, it is better if you invest all of your budget in Search alone (although nobody restricts you from running a test for GDN).
The only potentially effective tactic that is worth trying with GDN is remarketing with text and banner ads for lower funnel stage. If you are an e-commerce business, you can also test Product Listing Ads (PLA) on GDN (with or without remarketing).
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