Google Search Ads vs Google Display Ads | Which Works Best for Your Business?

Virtually everyone is hooked to their screens and online shopping has become the norm. Businesses are realizing the power of online ads as an essential tool to connect with their target audience. They’re getting creative with their ad strategies.

When it comes to promoting your business, there are two primary types of ads: Google Display Ads and Google Search Ads. Each serves a unique purpose. Selecting the right type is necessary for achieving your marketing goals.

So, the question arises: Which type of ad is the best choice for you – search ads or display ads?

Deciding between these two types of ads is a big decision. But don’t worry – QC Digital is here to help you figure it out.

By understanding the differences between Search and Display ads, you can choose the one that works best for your business and budget.

Let’s explore their differences to help you make an informed decision for your digital marketing strategy.

Google Search Ads ─ Explained

What Are Search Ads?

Search ads are text-based advertisements that appear at the top of search engine results pages (SERPs) when users search for specific keywords or phrases.

They are designed to match the user’s search intent and provide relevant information or solutions.

Search ads are all about targeting people who are actively searching for something. Brands pay to appear on top search engines like Google, Yahoo, and Bing, or social platforms like Facebook and LinkedIn.

How Do Search Ads Work: A Simple Guide

Search ads run on a pay-per-click (PPC) model, meaning advertisers only pay when a visitor clicks on their ads.

Advertisers bid on keywords relevant to their business to appear at the top of search engine results pages (SERPs). But the ad placement is determined by factors such as bid amount, ad relevance, and ad quality.

For example, when someone searches for a “digital marketing agency,” ads related to that keyword may appear. The more relevant and high-quality the ad, the better its placement.

Components of Search Ads

1. Headline: The headline is the clickable title of the ad, which should be attention-grabbing and relevant to the user’s search query.
2. Description: The description provides additional information about the product or service being advertised, compelling users to click on the ad.
3. URL: The URL displayed in the ad directs users to the advertiser’s website when clicked.
4. Ad Extensions: These are additional features that enhance the visibility and relevance of the ad, such as site links, callouts, and location extensions.

Search Ad Essentials: Keywords and Bidding

1. Limited to Search Engine Results | Pick the Right Words

First, you choose words related to your business, called keywords. Your ads only show up when someone searches for those specific words.

2. Bidding Process for Ad Placement | Bidding for Visibility

Now, many businesses want their ads to show up in online searches for the same keywords. So, there’s a bidding process. This means you and other businesses compete by offering to pay a certain amount whenever someone clicks on your ad.

The more you’re willing to pay, the higher your ad appears in search results. But here’s the good part. You only have to pay when someone actually clicks on your ad, not just for it being there.

5 Benefits of Search Ads

Search ads are great for targeting people actively searching for what you offer. They help you reach the right audience and only pay for clicks.

But, picking the right words and bidding well needs good knowledge of your audience and platform. Search ads can boost traffic and sales, are easy-on-budget, and offer the best visibility on search engines.

Here’s why they’re worth considering:

1. Budget Control: If you have a smaller budget, search ads give you more control over who sees your ads and when.
2. Targeted Keywords: By focusing on specific words, you reach people who are interested in what you offer. Which means less wasted money on uninterested folks.
3. Local Targeting: You can aim your ads at people in specific areas, using factors like language and interests to reach the right audience.
4. Quick Sales: Search ads are great for catching people who are ready to buy. So, you don’t waste time showing ads to people who have already made a purchase.
5. Remarketing Flexibility: While it’s not always necessary, remarketing can help you reach people who’ve previously shown interest in your product or service.

Google Display Ads ─ Explained

Display ads are visual adverts that appear on websites, apps, and across various social media platforms.

Display ads use images, banners, or videos to grab the attention of viewers. Unlike search ads, they’re not triggered by keywords but target specific demographics and interests.

They can be cost-per-impression or per-click.

How Display Ads Work: A Simple Explanation

Display ads reach more websites through the Google Display Network.

Display ads are purchased through advertising networks or directly from website owners. They’re placed smartly on websites that your target audience is likely to visit.

Google Display Network will then be displaying your ads on websites relevant to your target audience, maximizing your reach and engagement.

These ads can be targeted based on

• Interests
• Demographics
• Shopping habits
• Browsing behaviours

5 Types of Display Ads

1. Banner Ads: These are rectangular ads displayed at the top, bottom, or sides of a webpage.
2. Sidebar Ads: Similar to banner ads, they appear on the side of a webpage.
3. Interstitial Ads: Full-screen ads that appear before the desired webpage loads.
4. Native Ads: Ads that blend seamlessly with the content of the website or app.
5. Video Ads: Short video clips that autoplay or play upon user interaction.

Display Ads: Behind The Scenes

1. Targeted Website Placements | Choosing Where Your Ads Go

You can choose where your ads appear on websites. Like banner image ads or interactive formats. You can choose places where your ideal customers visit and decide what type of ad looks best, to match your audience’s interests.

2. Bid on Display Ads | How Ads Get Space

Companies bid money to get their ads shown on specific websites. The ones willing to pay the most win the space.

3. Flexibility of Display Ads | Different Kinds of Ads

Display ads come in various sizes and images, giving you creative options. You can pick what your ad looks like and try out different designs.

4. Possibility of Being Ignored | People Might Not Notice

Even though ads can be cool, website visitors might not pay attention to them as they scroll through a webpage.

5. Remarketing with Display Ads | Reaching People Again

Many companies use a technique called “remarketing” to show ads to people who visited their website before. It’s like saying, “Hey, remember us?” to invite them back to complete the purchase.

5 Benefits of Display Ads

Display ads are ideal for building brand awareness and targeting specific demographics.

They’re also cost-effective, help with retargeting, and boost brand recognition across the internet. Display ads are more visual and can help build brand awareness.

Here’s why they’re effective:

1. Visual Appeal: They’re perfect for products that look good in pictures, like clothes or cars.
2. Niche Targeting: Display ads let you reach specific groups of people who are interested in what you offer.
3. Build Brand Awareness: They’re great for getting your name out there and making people aware of your brand.
4. Less Visually Appealing Industries: Even if your product isn’t glamorous, you can still make display ads work by keeping your message short and impactful.
5. Creative Freedom: With visual formats, you have more room for creativity to showcase your products or services.

How Google Ads Auction Works?

When you search on Google or visit a site in the Google Display Network, there’s a silent auction happening in the background.

1) Your Bid Matters

In this auction, you and other advertisers compete to get your ads shown. You set the maximum amount you’re willing to pay for a click or impression in your Google Ads account.

2) Ad Relevance and Quality | It’s Not Just About Money

But winning the top spot isn’t just about spending the most cash. Google also looks at how relevant and good your ad is.

“Relevance” means how well your ad matches what someone’s looking for. For example, if they’re searching for “running shoes,” an ad for sneakers makes more sense than one for high heels.

Google also checks how good the user’s experience is when they click on your ad. They call this “Quality Score.”

3) Ad Rank Matters

Ad Rank decides where your ad shows up on Google’s results page or in the Display Network. It’s based on your

1. Bid
2. Competition
3. Quality Score
4. Where the user is

Think of it like a rating for ads. The higher your Ad Rank, the better your ad’s position and greater the visibility.

So even if you’re not spending as much as others, you can still win a good spot if your ad is top-notch.

These factors decide which Google Ads get shown and where they appear.

4) Factors That Impact Ad Ranking

How often your ad shows, where it ranks, and its cost per click depend on your campaign’s Quality Score in Google Ads.

Search engines consider factors like

1. Bid Amount: When you bid higher, your ad will show up at the top of search results.
2. Ad Extensions: Adding extra information to your ad, like links or phone numbers, helps users learn more about your business.
3. Quality of Ads and Landing Pages: Good ads that match what users are searching for, along with helpful landing pages, make your ad rank higher.
4. Keyword Frequency: Using the right keywords in your ad and landing page makes it more likely to show up when people search for those terms.
5. Match with Search Terms: Make sure your ad matches what people are searching for so it appears in relevant searches.
6. Time of Day: Some ads perform better at certain times of the day, so consider when your target audience is most likely to be searching.
7. Location Targeting: Targeting specific areas makes your ad more relevant to users in those locations.
8. Competition: Higher competition means you may need to bid more or have better quality ads to outrank others.

5) Ads Comparison Metrics

When comparing the two types of ads, it’s essential to look at conversion rates and cost per click:

1. Conversion Rate: SEARCH ADS generally have higher conversion rates because they target people actively searching for products.
2. Cost Per Click: While DISPLAY ADS have lower conversion rates, they also have lower costs per click.

Both search ads and display ads have their advantages. The key is understanding your goals and audience to choose the right one for your digital marketing campaign.

Remember, connecting your ads to relevant landing pages is crucial for driving conversions.

Google Search Ads vs Google Display Ads: Pick the Best for Your Business

Ads from both Search and Display campaigns appear alongside organic search results on Google’s search results pages and partner websites within the Google Display Network. But they operate differently.

Google suggests using both Search and Display campaigns for wider reach.

But big audiences may not always bring results. Targeting the right people is key. Focus on those likely to be interested in what you offer.

When to Use Each Ad Type?

Deciding between search ads and display ads depends on your goals and budget. Consider your specific needs to choose between the Search Network and Display Network for your campaign.

1. Search Ads: If you want to reach active searchers, go for search ads. Use these when you want QUICK RESULTS or have a specific audience in mind.
2. Display Ads: For brand awareness and wider reach, go for display ads. Choose these for products or services with a longer sales cycle or when you want to build BRAND AWARENESS.

But ideally, a mix of both can maximize your reach and results.

Which Ad Types is Right for Your Business Marketing Strategy?

Follow Best Ads Practices To Maximise Results

Best practices for paid ads include,

1. Track and Optimize ROI: Keep track of how much you’re spending on ads and adjust your strategy to get the best results for your money.
2. Optimize Your Keywords: Regularly review and update your list of keywords to make sure you’re targeting the most relevant ones for your business.
3. Focus on Results: Instead of just getting clicks, focus on what actions users take after clicking your ad, like making a purchase or signing up for a newsletter.
4. Calculate Conversion Rates: Figure out how many conversions you need to make your ad campaign profitable.
5. Analyse Competitor Ads: Look at what your competitors are doing with their ads to get ideas for improving your campaigns and staying ahead in the market.
6. Forecast Your Results on Previous Data: Predict how well your ads will perform based on past data before you launch them.

Get In Touch With Google Ads Specialist

QC Digital makes online advertising easy.

Our Google search and display ad specialists will boost your business, connect you with new customers, and maximize local leads.

At QC Digital, we bring together a team of ad experts, copywriters, and graphic designers to create winning ads for your business.

From researching keywords to crafting compelling ad copy and designing eye-catching visuals, we cover every aspect of ad creation. With a focus on SEO, our team ensures your ads appear in relevant searches, driving more traffic to your site.

Once launched, we track metrics to measure the performance of your ads and make improvements. By analysing competitor’s ads, we stay ahead of the game, constantly refining your ads for the best results.

With QC Digital, your ad campaign is in good hands from conception to success.

Let’s grow your business with the right ads!

Book A Call with Google Ads Specialist