Keep Your Search and Display Ads Separate

June 11, 2013

It is important to keep search and display campaigns separate when using Google AdWords. Although having both types of campaigns in the same campaign is the default (i.e. campaigns are automatically opted in to be search and display), having both in the same campaign can really hurt the campaign’s performance, and, more importantly, hurt your ability to optimize and understand the results. The first step is choosing which type of campaign is right for your needs. Read our post on Search and Display¬†(and, in the next few weeks, you’ll be able to take a class accordingly to reinforce the topic).

Once you know which type of campaign you want to have (search or display), change the campaign settings on the campaign settings page. If you have the settings for your campaign set to “Search and Display,” then you should change it for either “Search” or “Display”.

 

This is an example of what a campaign focusing on a search network would look like:

 

If Google AdWords is used in your business, it is necessary to understand why it is important to keep the campaigns separate. Google search and display networks operate very differently from each other. Keeping the two networks in separate campaigns allow you to follow the best practices for each network, increasing your quality score, traffic, and ROI, while decreasing the amount you pay per click.

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