Display Network
Millions of sites and apps where Google shows image and text ads.
The Display Network is Google's collection of websites, apps and YouTube placements that show banner and text ads — separate from the search results page. A Search campaign can be opted into it by a single checkbox ("Display Expansion"), which is on by default on some campaign types, and then the budget starts buying banner impressions on games and news sites with a click-through rate a tenth of search's. Display has real uses — remarketing, awareness — but it is a different medium with different economics, and it should be its own campaign with its own budget so its cost per result can be judged on its own. When it hides inside a Search campaign, it just lowers the average.
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