If you’re running a paid search campaign in Google Ads and don’t want your ads showing on the Display Network, disabling it is a quick and easy fix! The Display Network can be great for expanding your reach, but it might not always align with your campaign goals—especially if you want to focus solely on search traffic. Plus, disabling the Display Network from your paid search campaigns is a great way to tighten up your targeting and potentially boost your ROI. Whether you're looking to streamline your budget or just want to zero in on those high-intent searchers, this guide will walk you through how to disable the Display Network for your Paid Search campaigns, so you can keep your ads where you want them.
How to Disable Display Network from Your Paid Search Campaigns in Google Ads:
Select the Paid Search campaign you would like to modify
Navigate to Campaign settings
Open the Networks drop-down menu
Un-tick the box next to "Include Google search partners"
💡 Tip: Check Google Search Partners’ performance to decide if you should keep or turn off Display Network. You can navigate to your Campaigns report, click on Segment and select Network with search partners.
Frequently Asked Questions on Display Network from Your Paid Search Campaigns in Google Ads
What is the Display Network in Google Ads?
The Google Display Network (GDN) is a vast collection of over two million websites, apps, and video content where your ads can appear. It allows you to reach potential customers beyond Google search results; such as when they're browsing their favorite sites, watching YouTube videos, checking Gmail, or using mobile apps.
Should I include Display Network in my Paid Search campaigns?
It depends on your goals, budget, and performance results. Including the Display Network can help increase reach and brand visibility, but it may result in lower-quality traffic compared to search. Search campaigns allow for more precise keyword targeting, which can be diluted when combined with broader Display targeting. If you’re focused on driving conversions, it might be better to separate your Search and Display efforts. Overall, including the Display Network in your search campaigns isn't typically recommended as it's harder to optimize campaigns effectively when mixing these two distinct ad types.
How does targeting work on the Display Network compared to Search?
On the Search Network, ads target keywords based on user search queries. On the Display Network, ads are shown based on audience behavior, demographics, interests, and content relevancy on websites where your ads appear.
Can I exclude certain websites or apps from showing my ads on the Display Network?
Yes, you can exclude your ads from specific websites, apps, or content categories from your Display Network settings by:
Use placement exclusions for specific sites or apps
Apply content exclusions to avoid certain types of content
Create topic exclusions to prevent ads from showing on entire categories of sites
Exclude content that Google deems sensitive
For mobile app placements, you can exclude specific app categories
For certain campaign types, you can set brand safety levels to automatically exclude content that doesn't align with your brand values.
What are the benefits of using the Display Network alongside Paid Search campaigns?
Potential benefits of using the Google Display Network alongside Paid Search campaigns are as follows:
Increased reach and brand awareness
Visual branding opportunities
Ability to reach users earlier in the buying cycle
Remarketing capabilities to re-engage past visitors
Maintain visibility and competitive presence
Complementary targeting based on interests, behaviors, and demographics (in addition to intent-based search)
Typically lower cost-per-click (CPC) compared to Search ads
What are the downsides of using the Display Network alongside Paid Search campaigns?
Potential downsides of using the Google Display Network alongside Paid Search campaigns are as follows:
Takes up more budget than Search ads
Risk of ads appearing on irrelevant and unsuitable content
Difficulty in accurately attributing conversions
Increased risk of fraudulent clicks
Less precise targeting leading ads to be shown to irrelevant audience
Typically lower click-through rate (CTR) compared to Search ads
Typically lower conversion rates (CVR) compared to Search ads
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