If you’re brand new to AdWords, save the Display Network for later. AdWords turns the GDN on by default for new campaigns. If this is your first time using AdWords, turn this network off in the campaign settings (in the networks section). Once you are comfortable using AdWords and interpreting the results, try the GDN to see if you can make it work for your advertising goals.

Create separate campaigns for the GDN. Your advertising strategy for the GDN is very different than the strategy for search. Keyword lists will be shorter, to help AdWords determine an appropriate theme. Ad creative may be different. Bids may be lower, or you may choose CPM bidding. I prefer to separate GDN campaigns so all these differences can be managed and monitored. It’s also helpful because I can assign a specific budget to the GDN, which cannot cannibalize search campaigns.