When it comes to Pay-Per-Click (PPC) advertising, two of the most common ad types are search ads and display ads. While both can be effective, they work differently and serve unique purposes. Understanding how they differ can help you choose the right strategy for your business.
Search Ads: Reaching People With Intent
Search ads appear on search engines like Google when someone types in a keyword related to your business. These ads are ideal for targeting users who are actively looking for something specific, making them a powerful tool for driving immediate traffic and conversions.
How Search Ads Work:
- Targeting by Keywords: Your ad shows up when someone types in a search term that matches the keywords you’re bidding on.
- High Intent: Since users are searching for specific products or services, they often have a high intent to make a purchase or take action.
- Simple Text-Based Ads: Search ads are typically just text, showing the searcher a headline, a brief description, and a link to your site.
Best For:
- Search ads are great when you’re looking to generate leads, increase sales, or capture people who are already interested in what you’re offering.
Example:
If someone types “buy running shoes online,” a search ad for your shoe store might appear at the top of the results, bringing users directly to your product page.
Display Ads: Reaching People Through Visual Appeal
Display ads are shown on websites, apps, and other platforms in the Google Display Network or similar networks. Unlike search ads, display ads target people who may not be actively searching but might be interested in your products based on their browsing behavior, interests, or the website content they’re viewing.
How Display Ads Work:
- Targeting by Interests and Behavior: Display ads can target users based on things like their interests, browsing history, and demographic information.
- Visually Engaging: These ads often include eye-catching images, banners, or videos designed to grab attention.
- Wide Reach: Display ads can appear on a variety of websites and apps, reaching a large, diverse audience.
Best For:
- Display ads work best for raising brand awareness and nurturing users who are still in the research phase or haven’t made a decision yet. They’re also great for remarketing to users who have already interacted with your site.
Example:
If someone has browsed fitness sites or searched for health-related products, your display ad for running shoes may show up on a fitness blog, reminding them of your store.
Key Differences Between Search Ads and Display Ads
| Feature | Search Ads | Display Ads |
|---|---|---|
| Targeting | Based on search intent (keywords) | Based on user behavior, interests, or website context |
| Ad Format | Text-based | Visual (images, banners, videos) |
| User Intent | High (users actively searching for a solution) | Lower (users not actively looking to buy) |
| Best For | Lead generation, sales | Brand awareness, retargeting, audience expansion |
| Click-Through Rate | Generally higher due to active search | Typically lower, but effective for impressions |
Which One Should You Choose for Your Business?
The right ad type depends on your business goals:
- Search Ads are ideal if you want to capture users with high intent who are already searching for something specific related to your product or service. They’re perfect for driving conversions and immediate results.
- Display Ads are better for building brand awareness and staying top-of-mind with users who are still in the discovery phase. They’re also great for retargeting users who have visited your site but didn’t make a purchase.
Combining Both for a Stronger PPC Strategy
The most effective PPC campaigns often use a combination of search ads and display ads. While search ads capture the attention of users who are actively looking for your products, display ads help you reach a broader audience, keep your brand in front of potential customers, and retarget visitors who didn’t convert.
For example, after a user clicks on a search ad and visits your website, you can use display ads to remind them about your product, increasing the chances they’ll return and complete the purchase.
Conclusion
Both search ads and display ads are valuable tools in your PPC strategy, each serving different purposes. Search ads are perfect for targeting high-intent users who are ready to act, while display ads excel at building brand awareness and nurturing relationships with users over time.
At Social Media Max, we can help you develop a PPC campaign that combines the best of both worlds. Whether you’re looking to drive sales or build brand recognition, we can create a tailored approach to meet your goals. Contact us today at 0161 399 3517 or email Syed_66@hotmail.com to get started on optimizing your PPC campaigns!
