If you are running a Display Campaigns with Google AdWords, keep in mind that behavior of these searchers may be different than those clicking on your Search Campaigns. On Search (Google.com), users may be more intentional and looking to convert.
With Display Campaigns, you may have better luck with a goal of branding because you are often speaking to people that weren’t looking for you at the time. Although I see fewer direct conversions from Display Campaigns, they can be very inexpensive and are worth trying. Read my full post on measuring their performance at ASPE-ROI.