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About Search Network campaigns with Display opt-in

This article only applies to the new AdWords experience. Determine which AdWords experience you’re using.

In the new AdWords experience, a Search Network campaign that’s opted in to the Display Network can help you reach people as they use Google search and visit sites across the web. This article explains the basics of how this campaign type works, how it compares to the Search Network campaign type which has similar features, and how to change a Search Network campaign to a Search Network campaign with Display opt-in.

How it works

You manage your Search Network campaign with Display opt-in the same way that you'd manage a Search Network campaign: set a budget, choose relevant keywords, create ads, and set bids.

Your ads can appear when people search for terms on Google search and search partner sites that match your keywords. They can also appear on relevant pages across the web on the Google Display Network. However, your ads are shown selectively on the Display Network and bidding is automated, helping you reach people who are most likely to be interested in the products and services you’re advertising.

In general, your ads will show primarily on the Search Network, and can show on the Display Network if it appears you’ll have remaining budget at the end of the day. 

Find the right audience

A Search Network campaign with Display opt-in expands your reach with no additional setup, and can help you find the right audience at the right place and the right time. 

  • Expand your potential audience: By opting in to the Display Network, your ads can appear on a collection of more than two million websites, videos, and apps.
  • Reach potential customers earlier in the buying cycle: With Display opt-in, your ads can reach people as they browse or research similar products on various websites. 
  • Be strategic with little extra work: Since Display opt-in is fully automated, your ads will be optimized  to target an audience across the Display Network with no additional setup.

Keep in mind

If you’ve been running Search Network campaigns and then opt in to the Display network,  you may notice an increase in conversions (15% on average) and thus, an increase in daily spend (also 15% on average). On average, your cost-per-conversion on the Display Network should be similar to that on the Search Network.

Create a Search Network campaign with Display opt-in

  1. Sign in to your AdWords account.
  2. In the page menu along the left, click Campaigns.
  3. Click the plus button , then select New campaign
  4. Select the Search Network campaign type. 
  5. Select one or more goals for your campaign. Or, uncheck "Use goals" to continue without goals. 
  6. Click Continue
  7. In the "Networks" section, select the "Display Network" option. 
  8. Select your remaining campaign settings. Learn about each setting
  9. Click Save and continue.

Upgrade a Search Network campaign

  1. Sign in to your AdWords account.
  2. In the page menu along the left, click Settings. 
  3. Select the Search campaign you’d like to upgrade.
  4. Click to expand the "Networks" section. 
  5. Select the "Display Network" option.
  6. Click Save
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