The Display Network is an often-misunderstood aspect of Google AdWords. The Display Network will show your ads on non-search pages, such as news articles. Because search page views are a small percentage of the Web, using the Display Network can increase your advertising reach tremendously.
However, the Display Network uses different rules to display your ads—users are in a different mind-set when reading articles compared to when they are searching. Therefore, understanding how the Display Network works and how to reach your prospects is essential to creating successful display campaigns.