Search Ads vs. Display Ads: Choosing a Google Ad Campaign

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Statistics show that 90 per cent of consumers say that Google ads influence their purchasing decisions. Furthermore, online users who click on these ads are 50 per cent more likely to purchase. With these data alone, it’s not too difficult to see that Google ads play a vital role in digital advertising.

Many ad campaigns are available in Google, but the most popular ones are display and search ads. Utilising both of these campaigns can give your brand maximum reach. However, that isn’t your goal, as you’d want to promote your product or service to the right audience, not the biggest.

With that said, both display and search ads have distinctive benefits that can be useful under different circumstances. So to help you decide on which Google ads campaign is perfect for your company, here is a short overview of both ad formats.

Google Search Ads

Paid search ads are currently the most popular form of pay per click advertising. The process is pretty easy to understand. Brands generally pay to display their ads either above or below organic search engine results when online users input a particular keyword.

How it Works

Every time a user searches a keyword you bid on, their search will automatically prompt your ad to appear along with organic search results. Google search ads have three main parts: headline, link, and description that mimic search results’ appearance. This format leads online users to assume your ad can either provide an answer or a solution, increasing the likelihood of getting clicks.

When to Use It

Google search ads are perfect for brands with a tight marketing budget since you can either pay per click or pay per a thousand impressions. Bidding on keywords also allows you to control your ad’s reach, resulting in quality leads and high conversion rates.

Furthermore, it is the perfect ad campaign for generating organic traffic, promoting an urgent or emergency product, and targeting a local market.

Google Display Ads

A display ad is a tool that offers a more active approach to online advertising. Unlike its search counterpart, display ads appear before the user whether or not they searched for it. Additionally, this type of ad campaign isn’t limited to one place as it can appear on any website with the help of the Google display network.

How it Works

Google display ads are a little bit more complicated than search ads. To start, you will need to choose from different targeting options that will help you promote your brand to the right audience. You can also opt for managed placements that will allow you to control who will see your visual ad.

But to explain it in a more straightforward sense, the conditions under your targeting parameters will trigger your ad to appear. For example, you decided to remarket to previous customers via display ads. Your ad will then appear to online users who have engaged with your site at least once or twice. The same concept applies to finding new customers. You may set ad parameters to prompt it to materialise in front of users searching for a product similar to yours.

When to Use It

Google display ads are excellent tools for raising brand awareness since they can show up just about anywhere through the Google display network. They are also perfect for companies that offer generic products and services. Additionally, they are the best choice for brands that want to focus more on visual content.

The Bottom Line

Both Google search and display ads have conferring benefits that are useful in different situations. The key to differentiating them is to understand that search ads only appear to users already searching for your product, while display ads appear based on set targeting parameters. Depending on what you’re aiming to achieve through Google advertising, you will need to consider these factors when deciding on the perfect campaign type for your brand.

Are you looking for more information about Google ads? Contact Boast Digital Marketing to learn more about how we can help you increase your conversion rates through Google ads.

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