Google Ads: Search vs Display which should you use?

There are many different elements which go into online advertising. Regardless of whether you are a new Google Ads user or just looking to refresh your current campaigns, you might be seeing or hearing about Search Ads and Display Ads. So, let’s deconstruct each and learn more.

  • Display Advertising

Some websites promote display ads, which showcase different products. But, have you noticed that you’re seeing the same adds everywhere? That is because display advertising often tracks users’ interests in order to put the right ads in front of them.

Now, let’s take a look at some major advantages of display advertising:

  • Brand Awareness

First of all, you need to understand that the purpose of display advertising in order to properly utilise it. The bottom line is, display ads are perfect for driving brand awareness simply because these ads are displayed in front of potential customers based on their interests.

  • Retargeting

Display ads offer a great opportunity to pull back the users which didn’t convert with retargeting. Your display ad will remind users about your brand, and that way improve the chance of converting them.

  • High Visibility

Display ads have high visibility when promoting your brand to the right audience. If you choose display ads, your brand will be promoted to potential customers who didn’t even think to look for your services or products.

Now that we covered some of the major advantages of display advertising, let’s take a look at search advertising, and its advantages.

  • Search advertising

Search advertising, also known as PPC (pay-per-click) advertising, is a low budget and easy way to reach the right audience. With PPC, you’ll be able to control who sees your ads with instant results.

Major Advantages:

  • Qualified Leads

A PPC campaign, if done effectively, will easily boost traffic to your website. When users search for keywords which match your services or products, it will result in seeing your ads at the very top of Google’s search results. These kinds of campaigns usually drive high click trough rates, higher than display ads, just because of qualified leads.

  • Measurable Data

Google Adwords is the perfect place for setting up search advertising campaigns where you can also easily keep track of how your PPC campaign is doing. Just open your Adwords account, click on the campaigns tab and select keywords. Here you can check how your customers are responding to your phrases and keywords and if you need to adjust to suit them.

  • It’s Budget Friendly

PPC advertising is perfect for you, as it is budget friendly, thus you are only paying for ads which are clicked on by users.

In conclusion, when setting up a campaign, it is not always easy to know what will work for you. You should have in mind factors such as budget, search volume and your main goals before choosing. Sometimes, it’s a good idea to choose both platforms in order to maximise your ROI, if you can afford and have the means of course. But, if this is all a bit too much for you, you can always contact YDS to get the best possible solutions for your business.



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