Google Display Ads vs Search Ads…which is better? How are they different? As a boutique marketing firm in Pakenham, Red Steps helps businesses navigate the ever-evolving world of digital advertising. Google Ads, one of the most powerful advertising platforms, offers two key ad types: Search Ads and Display Ads. Understanding the difference between them is crucial in choosing the right strategy for your business.
What Are Google Search Ads?
Google Search Ads appear on Google’s search engine results page (SERP) when users search for specific keywords. These are text-based ads that show up at the top or bottom of the page, above the organic search results. As such, these ads are triggered by keywords you bid on, meaning you reach users who are actively searching for your product or service.
For example, if someone searches for “best bakery near me,” your ad for a bakery in Pakenham could appear if you’ve bid on relevant keywords like “bakery” or “fresh bread.”
Advantages:
Targeted: Search Ads are shown to users with high intent—those actively searching for what you offer.
Higher Conversion Rates: Because you’re reaching customers who are already looking for a product or service like yours, Search Ads tend to have higher conversion rates.
Measurable Results: You can track performance easily, using metrics like click-through rates (CTR) and cost per click (CPC).
What Are Google Display Ads?
Google Display Ads are visual ads shown across the Google Display Network (GDN)—a vast network of websites, apps, and blogs that partner with Google to display ads. Display Ads come in various formats, such as static images, animated banners, or videos, and are primarily used for brand awareness.
Display Ads are shown to users based on audience targeting, like interests or demographics, rather than specific search queries. These ads are designed to catch attention even if the user isn’t actively looking for your product.
Advantages:
Brand Awareness: These ads are perfect for businesses looking to reach a wider audience and increase visibility.
Retargeting: You can retarget people who have already visited your website, reminding them of your product or service.
Visual Impact: Display Ads are eye-catching and creative, offering more flexibility with images, animations, or videos.
Feature | Search Ads |
Purpose | Capture high-intent search traffic |
Format | Text-based ads |
Targeting | Keyword-based |
Visibility | Appears on Google search results |
Cost | Pay-per-click (PPC) |
Feature | Display Ads |
Purpose | Build brand awareness or retarget |
Format | Image, video, and interactive ads |
Targeting | Audience-based (interests, demographics) |
Visibility | Appears across partner websites and apps |
Cost | Pay-per-impression (CPM) or CPC |
When to Use Each Ad Type
Use Search Ads when:
- You want to target users who are actively searching for your product or service.
- You aim to drive immediate conversions or sales.
- You want to capture users with high purchase intent.
- Use Display Ads when:
- You want to increase brand visibility and reach a larger audience.
- You’re running retargeting campaigns.
- You want to create a visually engaging experience for your customers.Both Google Search Ads and Display Ads serve different purposes in digital marketing. Search Ads are ideal for capturing high-intent traffic, while Display Ads excel at building brand awareness and retargeting customers. The key to success is choosing the right strategy based on your business goals.
At Red Steps, we specialize in helping local businesses in Pakenham maximize the potential of both ad types. Reach out to our boutique marketing firm today, and we’ll tailor a strategy that works for you! Find more useful tips and information here
Source: RedSteps Marketing