Google Ads battle: Display ads vs. Search ads


Google Ads battle: Display ads vs. Search ads

With a platform as comprehensive and complicated as Google, determining which ad types will have the greatest impact on your company can be difficult.

Gather your friends and family because it’s time for a Google advertisements battle: Everything you need to know about display advertisements vs. search ads is right here.

What Exactly Are Google Display Ads?

Google Display ads are sponsored placements on websites that appear based on your targeting parameters – think of it as push advertising. These advertisements will typically show across the Google Display Network, which includes Gmail, YouTube, and over two million websites that reach 90% of all internet visitors.

What Exactly Are Google Search Ads?

Google Search ads are paid ad placements that appear only on search engine results pages (SERPs). Search advertisements, as opposed to Display ads, are a sort of pull advertising that is presented to consumers who are actively looking for terms related to your brand or product.

Differences Between Google Display Ads and Search Ads

Display and search ads are both types of pay-per-click (PPC) advertising in which advertisers bid for ad positions using an action-based approach; nevertheless, their features, costs, and outcomes differ significantly:

  • Google Display advertisements provide you with more control over your advertisement (including size and format, e.g., video vs. static). There is no visual element in search advertising, only a headline, descriptive text, and a display URL.
  • The average conversion rate for search advertisements across all industries is 4.4%, but it lowers to 0.57% for display campaigns – consumers viewing search ads have stronger buy intent and are more likely to find your ad relevant.
  • On the other hand, while average conversion rates for display advertisements are lower, they are less expensive – the average cost-per-click for display ads is $0.59 vs. $2.41 for search ads.

Which Is Better: Display Ads or Search Ads?

Regardless of conversion rate differences, search advertising is not inherently better than display ads; they simply serve a different purpose. We advocate incorporating both into your marketing mix in order to attract shoppers across the funnel and expand your reach to the relevant target.

Here’s when you should employ each ad type:

Display advertisements

Do you have a visual product? Display advertising enables you to better demonstrate and market your products by using images and videos.

Display advertisements can help move shoppers from the discovery or awareness stages of the marketing funnel to consideration if you want to increase brand awareness among buyers with low purchase intent. Consider display ads as a means of creating demand for your items rather than solving their immediate needs.

Retargeting display advertisements can pique the interest of shoppers who have previously connected with your brand but did not convert, such as cart abandoners.

Search engine advertisements

If you’re not getting enough organic traffic, search ads can assist attract customers to your site. They’re an excellent short-term solution while you focus on organic content and SEO.

Search ads can also be a good approach to getting high-quality leads if you choose the proper keywords that match search intent.

Search ads can be an efficient strategy for ecommerce firms offering seasonal products or things with short sales cycles to gain immediate revenue (rather than spending the time and budget engaging with shoppers over time).

How to Begin with Display and Search Ads

It is time to shift from Display advertisements vs. Search ads to Display ads + Search ads. Both offer advantages and will complement your other marketing efforts. (Hint: Here’s a Google Ads 101 checklist to help you make your first campaign a smashing success.)

Are you ready to begin running A+ Google ads? See how we can assist you.