When deciding how to spend your digital advertising budget, understanding the difference between display ads vs search ads is crucial. It may be challenging to decide which route makes the most sense. After examining business goals, knowing your target audience, and determining a budget, the right investment can be made more clear.
To help guide you in this decision, let’s analyze the differences between the two ad types.
What Are Display Ads And Search Ads?
Before diving into strategy, it’s important to understand what we mean by display ads vs search ads.
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Display ads are visual ads, like images, animations, or videos, shown across a wide range of websites, apps, and platforms. They aim to catch attention and build brand awareness.
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Search ads are text-based ads that appear at the top of search engine results pages (SERPs) when users enter specific queries. These are designed to match high-intent searches and drive immediate action.
Both have their place in a digital strategy, but their purpose, format, and results vary significantly.
Display Ads
Display ads usually include images or GIFs that are visible on websites, apps, or social media channels within an advertising network. This could be the Google Display Network, Amazon Display Network, etc.
Best For:
- Awareness
- Reaching potential consumers early in the customer journey
- Retargeting visitors who have interacted with your site before
- Displaying visually appealing products
Benefits:
- Low cost-per-click (CPC)
- Builds brand awareness and recognition
- Target users based on behavior, interests, and demographics
Search Ads
Search ads are text-based ads that are shown at the top of a search engine results page after a user has entered a relevant query.
Best For:
- Driving immediate website traffic and conversions
- Target users with specific intent
- Service-based businesses
- Find ready-to-buy customers
Benefits:
- Better conversion rates due to high-intent traffic
- Increased visibility from appearing at the top of the search engine results page
How To Choose Between Display Ads vs Search Ads
Consider these business objectives when deciding between display ads vs search ads:
- Brand awareness – DISPLAY ADS are the ideal choice for reaching a large audience and building brand recognition
- Conversions and leads – SEARCH ADS are the ideal option because they target users with specific intent and are likely ready to make a purchase
- Return on Investment (ROI) – SEARCH ADS have higher conversion potential and can have measurable ROI
- Retargeting – DISPLAY ADS are great at retargeting visitors and reminding them about your offerings
If your brand values all of these objectives, why not consider a hybrid approach? Utilizing both of these approaches can bring your business the success you are looking for! Using search to drive conversions and traffic, and display for brand awareness and remarketing may just be the perfect recipe for your advertising strategy.
Let Us Help You Understand Which Ad Type Is Best For You
If you’re still wondering whether display ads or search ads are a better fit for your business, consider your goals, audience, and how people typically engage with your product or service. Answer the following questions to help guide your decision:
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Do you want fast results or brand awareness?
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Is your product/service highly visual?
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Are people actively searching for what you offer?
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What’s your budget?
If most of your answers lean toward…
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Immediate action + high intent = Go with search ads.
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Brand building + visual appeal = Start with display ads.
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Both? Consider a hybrid campaign!
End Note
Deciding which ad type makes the most sense for your business can be challenging, but understanding your business goals and the difference between the two formats can ensure you have crafted an efficient and effective marketing strategy.
Corkboard Concept’s campaign management team is well-versed in supervising paid search and display campaigns and is happy to assist you in taking your campaigns to the next level! Contact us today!