It’s a default setting on Google AdWords that any campaign you create will automatically run on both the search network and the display network. But even if you plan to run both search and display campaigns, never ever put them in the same campaign — make separate campaigns, one each for search and display. This is true even with (and in spite of) Google’s new enhanced campaigns.
Display campaigns function differently from search campaigns. Display campaigns show up on third party sites, trying to pull users to visit a site and/or consider the product or service being advertised. Search campaigns show up on Google’s search results pages and are triggered by a user actively searching for a specific term. Search campaigns push relevant information to consumers who have already displayed an interest in said information at the moment they are looking for it. Consumers viewing display campaigns are generally not actively looking for the product or service being advertised at the time they are being shown the display ad.
Consequently, display ads tend to have significantly lower click through rates than search ads, while having many more impressions. They often have lower conversion rates, as display ads are viewed at a higher stage of the purchase funnel. Effective display ads are also generally worded differently from search ads, capturing the user’s attention. Search ads meanwhile tend to be more straightforward and keyword focused, helping to show the user that the advertising site has what they are looking for.
For more information on display and search campaigns, please see the Difference Between Search and Display and look out for our new class on the subject. In the meantime, just remember to ALWAYS put search and display in different campaigns from one another.