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What is the difference between Google Search and Display ads?
The main difference between Google Search ads and Google Display ads lies in how and where the ads appear, as well as the types of users they target. Both ad types are part of Google Ads, but they serve different purposes and are designed to reach users at different stages of their journey.
1. Ad Location & Appearance
- Google Search Ads:
- Where They Appear: These ads appear on Google Search results pages and on partner search websites when users type in specific search queries.
- Appearance: Text-based ads with a headline, description, and URL. They appear above or below the organic search results.
- Example: If someone searches for “buy running shoes,” an ad for your online store might appear at the top or bottom of the search results.
- Google Display Ads:
- Where They Appear: These ads can appear on the Google Display Network, which includes millions of websites, apps, and Google-owned platforms (like YouTube, Gmail, and Google Finance).
- Appearance: These can be image-based ads, video ads, or interactive ads (e.g., banners, rich media ads), designed to catch users’ attention through visuals.
- Example: Your ad could appear as a banner ad on a fitness blog, a YouTube video, or a news website, even if the user isn’t actively searching for your product.
2. User Intent
- Google Search Ads:
- Intent: High intent. These ads target users who are actively searching for specific information, products, or services. Users are already showing interest in a particular topic by typing a search query.
- Goal: The goal is to capture users who are actively looking for something you offer, making it more likely they will click your ad and convert.
- Google Display Ads:
- Intent: Lower intent compared to Search ads. Display ads reach users who may not be actively searching for your product, but who have interests, behaviors, or demographics that align with your product.
- Goal: Display ads are often used for brand awareness and engagement. These ads aim to generate interest and familiarity with your brand or product, even if the user isn’t currently looking for it.
3. Targeting
- Google Search Ads:
- Keyword-Based Targeting: Ads are triggered when users search for specific keywords or phrases that you bid on. This allows for highly targeted advertising based on the user’s search intent.
- Example: If you sell shoes, your ads will appear when someone types “buy running shoes” or “best sneakers online.”
- Google Display Ads:
- Interest, Demographic, and Contextual Targeting: You can target users based on their interests, demographics, browsing behavior, and the content they’re consuming.
- Example: You can target users who have recently visited fitness websites, or you can show your ads on websites related to fashion, health, or sports, even if they’re not specifically searching for running shoes.
4. Advertising Goals
- Google Search Ads:
- Best for Conversions: Search ads are excellent for driving immediate actions, such as purchases, sign-ups, or form submissions, because they capture users who are actively looking for solutions.
- Examples of Goals: Direct product sales, lead generation, app downloads, or service inquiries.
- Google Display Ads:
- Best for Awareness and Engagement: Display ads are ideal for building brand awareness and engaging users who may not yet be aware of your brand or product.
- Examples of Goals: Getting people to recognize your brand, retargeting users who have interacted with your website, or encouraging users to learn more about your offerings.
5. Cost Structure
- Google Search Ads:
- Pricing: Typically priced on a Cost-Per-Click (CPC) basis. You pay when someone clicks on your ad. The cost is often higher because you are targeting people with high intent, and competition for specific keywords can be intense.
- Example: Bidding on a popular keyword like “buy shoes online” may result in a higher CPC due to strong competition.
- Google Display Ads:
- Pricing: Display ads are often priced on a Cost-Per-1000 Impressions (CPM) or CPC basis, depending on your campaign objectives. CPM is commonly used for brand awareness campaigns.
- Example: If you’re targeting a broad audience and aiming to increase visibility rather than immediate conversions, CPM can be a cost-effective approach.
6. Ad Creative
- Google Search Ads:
- Creative Format: Text-based ads. You write short, concise copy that includes a headline, description, and URL. Your ad’s text is key in attracting users’ attention.
- Example: A search ad for an online bookstore might say: “Best Deals on Books – Free Shipping. Shop Now!”
- Google Display Ads:
- Creative Format: Ads can be visual (image or video) or interactive. These types of ads allow for greater creative freedom to showcase your brand through images, animations, or videos.
- Example: A display ad for the same bookstore might feature an image of a popular book cover, with a “Shop Now” call-to-action button.
7. Performance Tracking & Optimization
- Google Search Ads:
- Performance Tracking: Google Ads provides detailed reports on click-through rates (CTR), conversions, and return on investment (ROI), making it easy to track how well your keywords and ads are performing.
- Optimization: Search ads can be optimized by adjusting your keyword targeting, ad copy, and bidding strategies to improve performance.
- Google Display Ads:
- Performance Tracking: Display ads allow you to track impressions, click-through rates, and engagement metrics like video views or interactions with rich media.
- Optimization: Display campaigns are often optimized for awareness metrics, like increasing brand visibility, and performance can be adjusted based on targeting, ad format, and placement.
Summary: Key Differences Between Google Search Ads and Google Display Ads
| Feature | Google Search Ads | Google Display Ads |
|---|---|---|
| Where They Appear | Google Search results and partner search websites | Google Display Network (websites, apps, YouTube) |
| Ad Format | Text-based ads | Image, video, and rich media ads |
| User Intent | High intent (actively searching) | Lower intent (targeting interests, behaviors) |
| Primary Goal | Driving conversions (e.g., sales, leads) | Building awareness and engagement |
| Targeting | Keyword-based targeting | Interest, demographic, contextual, and remarketing |
| Pricing Model | Cost-Per-Click (CPC) | Cost-Per-1000 Impressions (CPM) or CPC |
| Best For | Direct conversions (e.g., purchases, sign-ups) | Brand awareness, remarketing, and engagement |
In short, Google Search ads are best suited for capturing immediate interest from users who are actively searching for something specific, whereas Google Display ads are better for reaching a wider audience, generating awareness, and encouraging users to engage with your brand even before they actively search for your product.
