Search Ads vs. Display Ads: What’s the Difference?
After countless hours pouring energy into your new project, you’re ready to share it with the world. But figuring out where to start with digital advertising can feel overwhelming. It doesn’t have to be.
Start by asking yourself: What is your goal for Google Ads? Do you want to pull people to your website, or do you want to push a specific message about your products and services out to the world?
If you want to pull people in, search ads are great for attracting users with high intent. They are often already looking for your specific product, service, or company. If you would rather push your story, display ads help build awareness among people who may just be browsing.
Search Ads: Connecting with Intent
Search campaigns are rooted in utility and are triggered when a person types in a specific keyword or phrase. For example, “Emergency HVAC repair near me” or “Wholesale janitorial suppliers.” Which means your ads show up at the precise moment people are looking for an answer.
These ads are primarily text-based, but Google also allows you to add images and a logo to help your brand stand out in the search engine result pages (SERPs).
Pros of Search Ads:
- The ability to target accurately
- This audience has high intent, which means higher conversion rates
- They can supplement your organic traffic, which is great if your website is new or you’re working on your SEO strategy.
Cons of Search Ads:
- With AI overviews, product ads, map packs, and other knowledge panels, it can be hard for a standard search ad to stand out.
- Higher cost-per-click (CPC)
- You can be limited by the actual number of people searching for your keywords
Ultimately, search ads pull people into your website. By targeting specific keywords and phrases, you can connect with your audience and align their immediate intent directly with your business.
Display Ads: Inspiring Discovery
What if people don’t know your company or product exists yet? If they don’t know what to look for, you can’t rely on search queries alone. That’s where display ads come in.
These highly visual ads can introduce your brand and build awareness before your audience even realizes they need you. Display ads also help you stay top-of-mind if a person has researched your company but didn’t stay long enough to buy (this is known as remarketing).
Instead of waiting for a user to type a keyword, display ads appear while people are browsing other websites, checking news outlets, or using apps. They show up as banners, images or videos, making them ideal for boosting visibility and expanding your reach.
Pros of Display Ads:
- High volume of impressions
- Images and videos help with storytelling
- Your brand can appear across millions of websites, videos and apps
- Lower cost-per-click
- Keeps your brand top-of-mind
Cons of Display Ads:
- High impressions with an audience that’s “just browsing” usually means lower conversion rates
- More irrelevant or accidental traffic to your website
- Less control on which third-party sites your ads appear on
Display ads are like a great storefront window display, they’re meant to catch the eye and inspire someone to come in and discover your products or services. They may not immediately be ready to buy, but they will definitely remember who you are.
Which One is Best? You Don’t Have to Choose Sides
Choosing between search and display ads isn’t an either/or proposition. These two types can work together if you know your audience and how they’re searching for your products or services.
Think of them as different stages of the marketing funnel. Display ads operate best at the top of the funnel, introducing your brand to people who are just beginning their buying journey. Search ads take over at the middle and bottom of the funnel, capturing the audience that knows exactly what they want and is ready to purchase.
Knowing how and when your audience wants to connect with you means you can take full advantage of both formats to drive consistent traffic and conversions to your website.
Still Unsure Where to Start?
Remember, paid ads are just one piece of a holistic marketing strategy. If you’re wondering how to make sure your ads are reaching the right audience or making the most of your budget, we can help. Reach out to the Digital Marketing team today.
