What’s the Difference Between Google Search Ads and Display Ads?

What’s the Difference Between Google Search Ads and Display Ads?

When it comes to online advertising, Google Ads are up there, but what is the difference between Google Search Ads and Google Display Ads? Good question and we’re here to explain.

Google Search Ads and Display Ads – The Main Difference

Google Search Ads are adverts that appear in the Google search when someone searches for products or services that your business supplies. For instance, ‘Google Ads Management On The Gold Coast.’ If someone searches for that phrase, then in an ideal world Puzzle Media will have an advert that pops up for that.

Google Display Ads are adverts that appear in relation to your keywords, based on keywords or websites the user has expressed an interest in. These are usually through third-party sites such as ww.news.com.au or third-party apps. These ads work similarly to a TV commercial, in that they are in the background and work really well for brand awareness and consideration.

Who Sees Ads?

Google Search Ads
Search advertising relies on search demand and intent-based searches. When someone has a need or an issue, they will turn to Google to search for solutions, which is when ads relating to the search appear. They click on the ads that take them to a landing page, and if they like the offer, they engage with that company.

Also known as paid advertising or PPC, this places your business in the hands of those that have an immediate need as only people searching for keywords can see the ads.

Google Display Ads
On the other hand, Display Ads are interruptive. It works to create a new demand rather than answer an existing demand. Display Advertising allows you to put your adverts directly in front of customers without waiting for them to find you, and it cultivates a feeling of want and need.

Display Ads work well for brand awareness. Its best for those at the discovery stage, who are researching their options. These ads are ideal for helping educate and inform prospects of who you are and what you do. They are not based on keywords alone, but mainly on customer interest.

How Do They Convert?

Google Search Ads
Search advertising targets people with high intent of purchasing. Your main objective is for people to find your business when they need it.

For example, if you are an emergency plumber, being at the top of the page for the ’emergency plumber’ keyword means that a majority of clicks will go to your page as most people don’t have time to shop around when they need a plumber ASAP. The ad copy needs to be direct and illustrate the benefits of your product/service as quickly as possible.

Googles Display Ads
With Display Ads, the target audience is those with low buying intent. You can target (or retarget) your audience as typically your ads will be shown to them just based on their interest. Your ads will educate your audience about an aspect of your business, such as a sale event, or new product or service offer that will generate a click to your website.

Display Ads do not generate sales immediately but focus on offering valuable content that builds awareness and eventually results in conversion. According to Google, display advertising reaches over 90% of global internet users, and website visitors who are retargeted with Display Ads are 70% more likely to convert into a sale.

Where Are They Shown?

Google Search Ads
Search Ads are only limited to search engines like Google.com as it is customer-initiated. They are the ones putting in the keywords to address an existing need.

Google Display Ads
This type of ads can appear in a network of platforms.

For example:

  • Text – often in website sidebars
  • YouTube Banners – can include images and animations with customer layouts
  • Gmail – in personal inboxes
  • App- targets specific mobile app categories

Google Search Ads and Display Ads: What should you use?

Digital advertising is incredibly diverse and ever-changing. There are multiple ad formats, platforms and strategies, each claiming that it could get you the best ROI. Search Ads and Display ads are both excellent in driving sales. All you have to do is provide the right offer to the right people, at the right time.

To understand more about the possibilities available with Google Ad campaigns, please book in for a FREE marketing consult!

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