I've been running the new campaign for a couple of weeks. The results in the Display network were somewhat sufficient, around CTR 0.10%, but the Search network performance was poor. I shut down the Display network to test the campaign. I set the budget to $30 a day. Display network impressions stopped and the Search network performance hasn't changed (0-2 clicks a day). Any suggestions to fix my campaign are very welcome.
You have to separate search from display. They are different and should be treated differently and thus separately. Hard to increase impressions if there are only so many searches on your terms. You can't make people search on the terms you want. The Impression Share report which is what you may be referring to, indicates the percentage of searches on your terms that resulted in your ads being shown. If your ads are showing more often on the second page, which may be because of low bid and/or low quality, your share will go down. If the system doesn't show your ads because your budget is not high enough, your share goes down.