Understanding the Difference Between Search Ads and Display Ads

Search ads and display ads are two fundamental types of online advertising, each serving different purposes and suitable for different marketing objectives.

Display Ads:

Definition: Display ads are visual-based ads (images, videos, or rich media) that appear on websites, apps, or social media through the Google Display Network (GDN) and other ad networks.
Audience-Driven: Ideal for building brand awareness and reaching users based on demographics, interests, or previous online behaviors.
Location: Displayed on a vast array of websites that partner with Google, appearing in various formats and sizes.
Format: Rich media including images, animations, video, and interactive elements.
Cost Model: Can operate on PPC or cost-per-impression (CPM) models.
Advantages: Visual appeal, effective for brand awareness and reach, allows for creative storytelling.

Key Differences:

User Intent vs. Audience Targeting: Search ads are driven by user intent (search queries), while display ads target audiences based on broader characteristics.
Ad Format: Search ads are text-based and appear on search engines, whereas display ads are visual and appear across various websites.
Marketing Objectives: Search ads are more aligned with immediate sales or lead generation goals, while display ads are suited for long-term brand building and engagement.

Conclusion: Choosing between search ads and display ads depends on your specific marketing goals, target audience, and the nature of your campaign. Both can be effective in different stages of the customer journey and often work best in combination.

For tailored advice on leveraging search and display ads in your digital marketing strategy, contact hello@sassycheetah.com.