Search and Display network (or Content network) are two different …. but sometimes advertisers confuse them. The graph below separates the two and explains the different mindset of the users.
It’s very important to remember that when a user is searching on Google he/she is proactively looking for a service or products. On the other hand when a user sees a banner or an ad when visiting a website they are not looking for ads. (This explains the low CTR on the display network). In the next few days we will post a few interesting articles on the Google content network explaining in more detail how it works.