Network Settings
Most advertisers should not be advertising on the display network. There are a couple main reasons for this. First, display network ads are usually seen while people are doing other things. This requires you to steal the user's attention and focus it on your product or service. Not the easiest thing to do. Second, AdWords includes the display network in its default campaign settings. Because of this, there are thousands of advertisers with display network ads who have no idea they are even on the display network. More advertisers means higher costs per click across the network. While display network clicks are often cheaper than search network clicks, they are still higher than they should be based on how well the traffic tends to convert. In spite of these issues, the display network can work well for some businesses. If you have a product or service that serves a specific demographic, and you are able to target this demographic in AdWords, then the display network is definitely