Why should the display network be turned off in a search campaign?

Short Answer: The display network should be turned off because it can apply settings automatically even when you opt out, potentially causing unwanted changes in your campaign.

Full Explanation

When managing a search campaign, control over how your ads are displayed is crucial for achieving the desired results. The display network has a tendency to apply certain settings or changes automatically, regardless of your choices. This automatic application can lead to unexpected adjustments in your campaign strategy, which may not align with your goals.

Step-by-Step Breakdown

Choose to disable the display network in your campaign settings.
Understand that even after opting out, the display network might still make changes on its own.
Recognize that these automatic changes can impact your campaign without your consent.
Therefore, turning off the display network helps maintain control and avoid unwanted alterations.

Real Examples

Although specific instances are not provided here, the main issue arises when campaign managers notice unexpected changes in ad placement and targeting after enabling the display network. This happens because the network applies certain changes automatically, which users might not want.

Common Mistakes

Assuming that turning off the display network completely stops all its influence in a search campaign.
Not realizing that the display network can still apply changes automatically even when not selected.
Failing to monitor campaign changes closely, which can result in unwanted modifications going unnoticed.

FAQs

Q: Can the display network affect my search campaign if it’s turned off?
A: Yes, because it can apply settings automatically even when you choose not to include it.

Q: Why is it important to control such automatic changes?
A: To ensure your campaign performs according to your strategy without unexpected interference.

Key Takeaways

The display network may apply automatic changes despite your settings.
Turning off the display network helps avoid unwanted modifications in your search campaign.
Maintaining control over your campaign’s settings is crucial for consistent performance.