In the world of Pay-Per-Click (PPC) advertising, two of the most common strategies are display advertising and search advertising. While both methods aim to drive traffic and conversions, they operate in fundamentally different ways and are suited to different campaign goals. Choosing the right type of advertising depends on your target audience, marketing objectives, and the nature of your products or services.
In this guide, we’ll explore the key differences between display and search advertising, their respective advantages, and how to decide which is the best fit for your PPC strategy.
What is Display Advertising?
Display advertising refers to the use of visual ads—such as banners, images, and video ads—on websites, apps, and social media platforms. These ads appear on the Google Display Network (GDN), which encompasses millions of websites and apps where your target audience may be browsing. Display ads can also appear on platforms like Facebook, Instagram, YouTube, and more.
Unlike search ads, display ads don’t appear in search results but are instead shown to users as they browse other content. The focus is on building brand awareness and capturing attention through visually engaging ads.
Key Features of Display Advertising:
- Visual format: Includes banners, videos, and interactive ads.
- Wide reach: Appears across a vast network of websites, apps, and social media platforms.
- Behavioral targeting: Targets users based on browsing history, interests, and demographics.
- Brand awareness focus: Often used to create visibility for products or services, especially for new launches or promotions.
What is Search Advertising?
Search advertising, also known as paid search, involves text-based ads that appear on search engine results pages (SERPs), such as Google or Bing, when users search for specific keywords. These ads are designed to capture users with high purchase intent because they’re triggered by relevant search queries.
Search ads are highly effective at targeting users who are actively looking for products or services, making them ideal for driving conversions and capturing leads.
Key Features of Search Advertising:
- Text-based format: Ads appear as sponsored listings on SERPs.
- Keyword targeting: Focuses on showing ads when users search for relevant keywords.
- High-intent audience: Targets users who are actively searching for solutions or products.
- Conversion-focused: Best for driving clicks, leads, and sales from users with clear intent.
Display Advertising vs. Search Advertising: Key Differences
While both display and search advertising fall under the umbrella of PPC, they differ in how they operate and what they’re best suited for. Here are some key differences to consider:
1. Audience Targeting
- Search Advertising: Targets users based on the keywords they enter into a search engine, making it highly effective for reaching users with high intent. For example, a user searching for “best laptops for students” is likely to be ready to purchase.
- Display Advertising: Targets users based on interests, demographics, or online behavior. Instead of waiting for users to search, display ads reach users as they browse relevant websites, helping to create brand awareness among a broader audience.
2. Ad Format
- Search Advertising: Ads are primarily text-based, with headlines, descriptions, and URLs. They blend into the search results, appearing above or below organic listings.
- Display Advertising: Ads are visual, featuring images, banners, or videos. They appear in prominent locations on websites, apps, or social media platforms, often using engaging imagery to capture attention.
3. Intent and Engagement
- Search Advertising: Targets users who are actively looking for a product, service, or solution. These users are likely further along in the buying process and have a higher intent to convert.
- Display Advertising: Targets users who may not be actively searching but are likely to be interested based on their online behavior. This makes display ads better for building brand awareness and reaching users earlier in the sales funnel.
4. Cost-Per-Click (CPC)
- Search Advertising: Because search ads target high-intent users, CPC tends to be higher, especially for competitive keywords. However, the increased likelihood of conversions often justifies the higher cost.
- Display Advertising: CPC is typically lower for display ads because they target broader audiences and less competitive spaces. While display ads may not convert as well as search ads, their cost-effectiveness makes them valuable for campaigns focused on visibility.
When to Use Search Advertising
Search advertising is ideal for businesses looking to target users with a clear intent to purchase or take action. Here are some scenarios where search ads are most effective:
1. Capturing High-Intent Users
If your goal is to target users who are actively searching for products or services like yours, search advertising is the best option. These users are further along in the customer journey and are more likely to convert.
Example: A plumbing company bidding on keywords like “emergency plumbing services” can capture users who need immediate help, increasing the chances of converting leads into customers.
2. Lead Generation and Sales
Search ads are highly effective for lead generation or sales-focused campaigns. By targeting users based on relevant keywords, you can drive traffic to landing pages optimized for conversions, such as booking appointments or completing purchases.
3. Local and Niche Markets
For businesses targeting local or niche markets, search ads allow you to focus on specific geographic areas or long-tail keywords. This can be particularly effective for businesses with physical locations or highly specific offerings.
When to Use Display Advertising
Display advertising excels at building brand awareness and reaching a broader audience. Here are some scenarios where display ads are the best fit:
1. Building Brand Awareness
If you’re launching a new product or entering a new market, display ads can help introduce your brand to a wide audience. The visual nature of display ads makes them ideal for creating memorable impressions and driving awareness, even if the user isn’t ready to convert immediately.
Example: A fashion retailer launching a new clothing line can use display ads with eye-catching images to build awareness and encourage users to explore the collection.
2. Retargeting and Remarketing
Display ads are particularly effective for remarketing campaigns, where you target users who have previously visited your website but haven’t yet converted. By showing these users visual ads as they browse the web, you can remind them of your product or service and encourage them to return.
3. Promoting Visual Products
For industries where visuals play a key role in the purchasing decision—such as fashion, home decor, or travel—display ads can showcase your products in a visually appealing way, attracting users who may not have been actively searching for your product but are drawn in by the imagery.
How to Use Display and Search Advertising Together
While display and search advertising have distinct strengths, they are not mutually exclusive. In fact, many successful PPC strategies combine both approaches to achieve the best results.
1. Build Brand Awareness with Display Ads, Capture Conversions with Search Ads
Start by using display ads to introduce your brand to a wide audience. Once users are familiar with your brand, you can target them with search ads when they’re ready to search for relevant products or services, maximizing your chances of conversion.
2. Use Remarketing Across Channels
Combine remarketing with both display and search ads. For example, show users display ads after they’ve visited your site, then target them with search ads when they search for related terms, ensuring that your brand remains top-of-mind.
3. Optimize Budget Allocation
Allocate your PPC budget across both channels depending on your goals. For example, you might dedicate a larger portion of your budget to search ads if your priority is lead generation, while using display ads to maintain brand visibility at a lower cost.
Conclusion
Both display advertising and search advertising are valuable components of a well-rounded PPC strategy. While search ads are ideal for targeting high-intent users who are ready to convert, display ads excel at building brand awareness and engaging users through visually compelling formats. By understanding the strengths of each approach and how they fit into your marketing objectives, you can create a PPC strategy that drives traffic, conversions, and long-term brand growth.
