• Search Engine Watch, Monday, July 27, 2015 12:31 PM

Melissa Mackey wants to set the record straight. Ad performance on the Google Display Network (GDN) isn't the same as search, in that the ads are shown on content sites and matched based on content and topics (similar to native ads) rather than keywords. Advertisers should not think of display as an extension of search, but rather as a distinct channel. This becomes even more complicated with native ads because -- they along with search -- use the same pricing model. While low conversion rates are often a reality, she explains that low conversion rates on the GDN alone can become deceiving. Mackey believes ads running on the GDN can boost performance in paid-search campaigns when running properly. Here's how.

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