Search and Display Network campaign
Create a new campaign.
Settings > Networks > Search Network. Include Google search partners and Google Display Network.
In this campaign, most clicks and impressions are likely to come from the Display Network.
When you include the Display Network to the Search Network campaigns (Display Expansion), your ads will appear only when they’re predicted to be effective and you aren’t using your entire budget on Search.
The Display Network performance won’t impact your Search Quality Score.
– Select all keywords associated with your products and services, but also choose less obvious keywords consumers may type when they are searching. These keywords are still relevant to solve their needs.
Consider also keywords that address users’ Search Intent.
– Do not set your keywords CPC (Cost per click) bids too high. You want traffic from the Display Network as these clicks are generally cheaper than the Search Network.
In general, your bids should be much lower than your existing Search campaign keywords. If you don’t have any Search keywords to compare with, check your industry average keywords CPCs to get a price range, (Refer to Keyword Planner | New Keywords) but still bid much lower than your findings.
– Segment your keywords by Networks (Segment > Networks). If most clicks are from the Search Network, continue to lower your bids until you get most clicks from the Display Network. You can then raise or lower your keyword bids according to performance.
– Test Text Ads, Responsive Search Ads, Responsive Display Ads and Display Ads.
Bid adj. (Bid adjustments)
– Bid adj. allow you to show your ads more or less frequently based on where, when, and how people search. For example, sometimes a click is worth more to you if it comes from a smartphone, at a certain time of day, or from a specific location.
Bid adjustment eligibility
Extract from my Book ‘Making Google Ads Work’.