Your client wants to reach customers who are browsing content relevant to the company’s keywords and highly likely to buy their products. You recommend using the Search Network with Display Select because the Display Option:
- uses keywords to target web pages with relevant content and uses predictive models to determine which pages are most likely to result in conversions
- optimizes keywords and applies affinity targeting conversion models to target ads
- uses dynamic placement to target web pages and applies predictive conversion models to target ads
- optimizes affinity targeting to place ads on all relevant web pages
Explanation: Your ads can appear when people search for terms on Google search and search partner sites that match your keywords. They can also appear on relevant pages across the web on the Google Display Network. However, your ads are shown selectively on the Display Network and bidding is automated, helping you reach people who are most likely to be interested in the products and services you’re advertising.
Read more here: https://support.google.com/adwords/answer/3437721?hl=en