About Display Expansion on Search campaigns

Display Expansion on Search campaigns can help you reach additional potential customers on the Google Display Network using your Search campaign settings.

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How it works

You can enable and manage Display Expansion for your Search campaigns using Channel prioritization account-level default settings or campaign-level overrides in your Campaign Settings. You can also assign priority tiers and set an optional daily budget allocation percentage cap to control Display spend. The settings for your Search campaign will be observed in the Display Expansion wherever possible, including:

• Bidding and targeting, for example, contextual relevance.
• The overall campaign budget will be observed. You can control how your budget is distributed to Display using account-level defaults or campaign-level overrides, including setting Display to Low priority and applying an optional channel budget allocation percentage, which operates on a best-effort basis to limit daily spend on that channel.
• Cost per conversion on Display may vary depending on your chosen bidding strategy, priority settings, and custom budget allocation.
• Ads will be automatically created based on your Search ads, although you'll have the option to easily create image ads in the “Assets” section, which is under the “Campaigns” tab of your Google Ads account.
• It’s recommended to use Responsive Display Ads to expand your reach even further and help improve your performance.

Your ads can appear when people search for terms on Google Search and search partner sites that match your keywords, and they can also appear on relevant website pages and apps on the Google Display Network. Google Ads distributes budget to the Display Network based on your campaign's bidding strategy, assigned channel priorities, and any daily budget allocation configured in your account or campaign settings. Search campaigns that have spare search budgets and are opted into Display Expansion can deliver up to 15% more conversions at similar CPA to Search. You can expect to find an average of 14% more conversion value for Search, if your core Search campaign is using Maximize Conversion Value or Target ROAS.

Find the right audience

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

• Additional impressions and conversions: Search campaigns opted into Display Expansion show ads on the Display Network according to your bidding strategy, assigned channel priorities, and any daily budget allocations you set.
• Performance: Search campaigns opted into Display Expansion and that have spare Search budget can deliver up to 15% more conversions at similar CPA as the current campaign's CPA.
• Grow your potential audience: By adding the Display Network, your ads can appear on the Google Display Network, allowing you to reach potential customers who browse or research similar products on a collection of more than 3 million websites, videos, and apps.
• Be strategic with little extra work: Since the Display Expansion is fully automated, your ads will be optimized to target across the Display Network with no additional setup.

Use responsive ads to reach more people

To expand your reach even further and help improve your performance, create a responsive ad for your Search Network campaign with Display Expansion. Responsive ads are a convenient, all-in-one format that serve across the entire Display Network. Using the assets that you enter, including headlines, images, and your landing page responsive ads, they automatically adjust their size, appearance, and format to fit just about any available ad space. By creating one ad that fits almost any ad space on Display, a responsive ad can increase your reach and impact while also saving your time. If you’ve uploaded Google Ads image assets, from Search for example, Display Expansion may create responsive display ads automatically with no work required on your part. Learn more About responsive display ads.

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Instructions

Create a Search Network campaign with Display Expansion

1. In your Google Ads account, click the Campaigns icon .
2. Click the plus button , then select New campaign.
3. Select a goal for your campaign, or if none of the goals fit what you’re looking for, select Create a campaign without a goal’s guidance.
   • If this step doesn’t reflect what's in your account, select a campaign type first then select a goal. Learn more About campaign objectives in Google Ads.
4. Select the campaign type as Search.
5. Click Continue.
6. Select the results you want from this campaign, and name your campaign.
7. Click Continue.
8. In the menu on the left side, click Campaign settings.
9. In the "Networks" section, click View network settings and select Include Google Display Network.
10. In the "Channel Prioritization" section, assign priority tiers for Google Display Network (or leave set to use your account-level defaults) and set an optional daily budget allocation percentage.
11. Select your remaining campaign settings. Learn more About campaign settings.
12. Click Publish campaign.

Upgrade a Search Network campaign

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop-down in the section menu.
3. Click Campaigns.
4. Hover over the Search campaign you’d like to upgrade. You can also use filters at the top of the page to narrow down the list of all the campaigns.
5. Click the Settings icon by the selected campaign.
6. Click the Networks drop down to expand and click View network settings.
7. Under “Display Network”, select Include Google Display Network option.
8. Click Channel Prioritization  to configure campaign-specific priority tiers or an optional daily budget allocation percentage (or select "Use account-level settings").
9. Click Save.