Always separate display and search campaigns.
If you don’t, you’ll likely be making one of the biggest mistakes of your AdWords account.
Both the display network and search network are terrific networks. On search, you can capture people who are actively looking for your products or services. This allows you to get your website in front of active buyers and people who are already eager to make a decision.
On display, you can target your demographic as they’re looking up relevant information. For example, maybe you are a local gym, and you want to reach people who are reading about health and fitness. You can easily select to advertise on myfitnesspal using Google’s Display Network Planner.
However, just because both search and display are great networks, it doesn’t mean you want to combine their targeting.
Never Combine Search & Display Network in One Campaign
The reason why you don’t want to combine these two networks is because they behave very differently.
Your conversion rate on the search network may be 3 times your conversion rate on the display network. However, your costs on the display network may be 0.25 cents per click, while your costs on the search network may be 2.20 dollars.
If you were combining this data, you would have a very skewed view of what is working, and what is not working.
Separating these two networks is an immediate way to improve your AdWords Account.
Get your own action plan for more actionable information you can immediately apply to your Google Ads account.
How Can I Tell if I Have Mixed Search & Display Together?
Head over to your AdWords account. While viewing your ‘campaign’ tab, you will be able to see your campaign type.
Unfortunately, combining search and display networks is the default setting. If you have already set up a campaign, with search & display mixed, go to the campaign -> settings -> all settings -> general -> campaign type
This post is part of a series: ‘100 Days of AdWords Help’.