Display ads and search ads are two primary formats in PPC advertising, each serving distinct purposes and targeting different stages of the customer journey. While search ads focus on capturing user intent through text-based ads on search engine results pages (SERPs), display ads aim to raise awareness through visually engaging banners across a wide network of websites and apps.

This guide explores the differences, advantages, and best practices for using display and search ads within your PPC Advertising strategy.

What Are Search Ads?

Search ads appear on SERPs when users search for specific keywords. They are text-based and typically consist of a headline, description, and URL.

Key Features of Search Ads:

1. Triggered by Keywords: Ads are shown based on user queries.
2. High Intent: Target users actively looking for products or services.
3. Pay-Per-Click Model: Advertisers pay only when a user clicks the ad.

Example:
A user searching for “affordable laptops” sees an ad reading:
“Top Deals on Laptops – Shop Affordable Options Now | BrandName.com.”

What Are Display Ads?

Display ads appear across the Google Display Network (GDN), which includes millions of partner websites, apps, and YouTube. They are visual in nature and can include images, videos, or animations.

Key Features of Display Ads:

1. Broad Reach: Shown to users while they browse content online.
2. Awareness-Focused: Ideal for capturing attention and building brand recognition.
3. Diverse Formats: Include static images, videos, or interactive banners.

Example:
A banner ad on a blog about travel reads:
“Explore Exotic Destinations – Book Your Dream Vacation Now!” with an enticing image of a tropical beach.

Comparison: Display Ads vs. Search Ads

Aspect	Search Ads	Display Ads
Goal	Capture intent, drive conversions.	Build brand awareness, attract interest.
Audience	Users actively searching for solutions.	Users passively browsing online content.
Format	Text-based with limited visual elements.	Visual, including images, videos, and animations.
Placement	Appears on search engine results pages (SERPs).	Shown across websites, apps, and YouTube.
Cost	Higher CPC due to competitive bidding.	Lower CPC, broader reach.
Targeting Options	Keywords and match types.	Interests, demographics, and behavior.
Stage of Funnel	Mid to bottom (intent-driven).	Top to mid (awareness-driven).

When to Use Search Ads

Search ads are ideal for businesses aiming to capture high-intent users ready to take action.

Best Use Cases:

1. E-commerce Sales: Target users searching for specific products, e.g., “buy running shoes.”
2. Lead Generation: Capture inquiries with search terms like “best marketing agency.”
3. Local Services: Promote businesses with geo-targeted keywords, e.g., “plumbers near me.”

Advantages of Search Ads:

• High Intent: Users are already searching for what you offer.
• Predictable ROI: Easier to track conversions tied to user intent.
• Highly Targeted: Keyword targeting ensures relevance.

Challenges:

• High Competition: Popular keywords often come with higher CPCs.
• Limited Reach: Only targets users actively searching.

When to Use Display Ads

Display ads excel in creating awareness and engaging users earlier in the buyer journey.

Best Use Cases:

1. Brand Building: Introduce a new product or company to a broad audience.
2. Retargeting Campaigns: Re-engage users who visited your website but didn’t convert.
3. Content Promotion: Drive traffic to blog posts, videos, or other resources.

Advantages of Display Ads:

• Broad Reach: Access millions of websites and apps.
• Cost-Effective: Lower CPC than search ads.
• Visually Engaging: Stand out with images, videos, and animations.

Challenges:

• Lower Intent: Users may not be actively seeking your product.
• Ad Blindness: Overexposure to banner ads can reduce effectiveness.

Combining Search and Display Ads

For many businesses, a hybrid approach using both search and display ads yields the best results.

Strategies for Integration:

1. Use Display Ads for Awareness and Search Ads for Conversions
   • Example: A display ad introduces your brand, while a search ad captures users later searching for your product.
2. Leverage Retargeting Across Both Channels
   • Use display ads to retarget users who clicked your search ad but didn’t convert.
3. Align Messaging Across Formats
   • Ensure display ads reinforce the themes and offers presented in search campaigns.

Tools and Metrics for Success

1. Google Ads Campaign Types
   • Combine Search Network and Display Network campaigns for broader reach.
2. Performance Metrics
   • Search Ads: Focus on CTR, CPC, and conversion rates.
   • Display Ads: Track impressions, engagement, and view-through conversions.
3. A/B Testing
   • Experiment with different creatives and keywords to refine performance on both channels.

Common Mistakes to Avoid

1. Using Display Ads for Direct Conversions
   • Display ads are better for awareness and retargeting than for driving immediate sales.
2. Overlooking Search Intent in Keywords
   • Irrelevant keywords can waste search ad budgets.
3. Ignoring Ad Fatigue
   • Rotating creatives for display ads prevents users from tuning out your message.

The Role of Search and Display Ads in PPC Advertising

Both search and display ads play essential roles in a comprehensive PPC strategy. Search ads capture high-intent users ready to convert, while display ads expand brand awareness and nurture interest over time. By understanding their differences and combining them effectively, businesses can create a full-funnel marketing strategy that drives sustained growth.

Conclusion

Search and display ads are complementary tools in your PPC Advertising arsenal. By leveraging the strengths of each format, you can target users at different stages of the buyer journey, ensuring that your campaigns deliver both immediate and long-term results.

Next, explore PPC for E-commerce Businesses to learn how to tailor PPC campaigns for driving online sales and maximizing profitability.