“why should I separate my display network campaigns from my search network campaigns?”
It is a good question. The answer to this question is that when you are running your ads in both networks at the same time on Google Adwords, you will pay more per click because there are more people who see your ad. In addition, it can be difficult to know which campaign is doing better and how much each one costs if they are being managed together.
You might be wondering, “why should I separate my display network campaigns from my search network campaigns?” It is a good question. The answer to this question is that when you are running your ads in both networks at the same time on Google Adwords, you will pay more per click because there are more people who see your ad. In addition, it can be difficult to know which campaign is doing better and how much each one costs if they are being managed together.
For example:
say we have two different websites with very similar traffic volumes one website has an average of 20 visitors per day while the other averages 100 visitors per day; then obviously a visitor sees our advertisement twice as Display network campaigns require a lot more work and effort to see any real success.
They are also not as effective for conversions because of the high bounce rates that occur on these networks, which is why they should be treated like separate entities entirely from search engine marketing (SEM). A great way to keep your SEM efforts successful is by separating them into different campaigns based on keywords or categories so you can focus in on specific areas that will help improve your results.
There are many benefits to doing this including:
Reducing wasted spend by only running ads when you want it
Decreasing likelihood of campaign overlap that could lead to poor performance
Increasing CTRs due to dedicated keyword research for SEM campaigns.