Online advertising is a big part of many businesses marketing budgets. It involves placing ads on websites and search engines to generate traffic and leads for a company. As part of pay-per-click (PPC) advertising, search and display ads are two of the most popular types of online advertising.
PPC advertising is an online model where advertisers pay each time a user clicks on one of their ads. Search ads are the common type of PPC ad and are generally text-based ads that appear on search engine results pages (SERPs). Display ads, on the other hand, are banner ads that appear on websites.
When you start a PPC campaign, you’ll need to decide which type of ad is right for your business goals. To make that decision, we’ve put together a guide to search ads vs. display ads.
What Are Search Ads?
Search ads are the sponsored results that you see at the top of a search engine results page (SERP). These are the ads that companies pay to have to appear when someone searches for a specific keyword or phrase. Search ads are usually text-based, although some platforms now allow for image-based ads.
What Are Display Ads?
Display ads are the ones you see on websites and apps that are not Google. They can be in the form of banner ads, rich media, or video ads. These ads are usually sold on a CPM basis (cost per thousand impressions).
CPC (cost per click) is another way to buy display ads. In this case, the advertiser pays each time the ad is clicked. The price of one click depends on how much the advertiser is willing to pay and how competitive the keywords are.
Why Should You Use Search Ads?
1. Reach People Who Are Actively Looking for Your Product Or Service
You target people actively looking for your product or service when you run a search ad. They’ve typed keywords into Google (or another search engine) that match up with your business, so you know they’re interested in what you have to offer.
2. Affordable Option
You will generally pay less per click on a search ad than on a display ad. This is because people who see search ads are already interested in what you have to say.
3. Ability To Measure the Effectiveness of Your Campaign
Robust tracking analytics like those provided by Google Ads and Microsoft Advertising allows you to track your campaign’s reach and effectiveness to make data-driven decisions to improve your results. This level of insight isn’t possible with traditional advertising methods like print, radio, or TV.
Why Should You Use Display Ads?
1. Reach a Large Audience
You will reach a large audience with your message when you use search ads. This is because people are actively searching for the keywords you’re targeting. On the other hand, display ads allow you to reach a wider audience passively. This is because people are exposed to your ad while engaged in other activities.
2. Granular Targeting Options
It involves targeting people based on specific conditions, such as their demographics, interests, previous interactions with your brand, and even current location.
It allows you to laser-focus your ad campaigns so that you’re only targeting the most relevant audiences with the most relevant ads.
3. Flexible Scheduling and Delivery
Display ads are well suited for advertisers who want more control over when their ads are shown. On the other hand, search ads are served in real-time based on when someone searches for a relevant keyword.
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