It’s possible to create the same campaign for search and display networks. However, we recommend creating separate campaigns for each type of ad.
If you select a mixed campaign type ("Search Network campaigns with Display Expansion") you will not be able to share impressions between the search and the display manually.
Also, search and display campaigns solve different tasks for different categories of users.
The audience of a search network clearly understand what they need to find. In response to a search request, they want to get the most appropriate results. That’s why we use the following tactics in search campaigns:
- Include keywords in the text and title of the ad to make it noticeable and relevant;
- Add negative keywords and choose the right match types that allow you to filter out an uninterested audience.
The display network audience is full of potential buyers. They could have looked for your goods/services before, taken an interest in products from related industries, and visited sites containing similar goods or services to you.
Therefore, ads on the display network should primarily attract attention and encourage the user to buy your goods/services.
To create a great advertisement on the display network, you should:
- Use a minimum number of matching and negative-word operators in order to attract the attention of as many users as possible and to filter only non-targeted audience;
- Include striking mages and persuasive text so that your ad stands out among competitors' advertisements.