Search Ads Or Display Ads?
It’s been around 2 years of the Digital Marketing field. I am practicing new tactics & doing work for my clients.
I notice one thing when it’s a call from Google ads marketing, most of my clients get confused between Display & Search Ads. So, What I did, firstly I try to understand the needs of my clients from the ads, then I suggest them to which one to choose.
Today I will walk you through by showing which one is for you in which condition. First, we have to understand the key differences between those two.
Google search ads are a form of “pull” advertising while display ads are “push” advertising. It means, search ads will show up only in those sections where you are already searching for your product or service, other end display ads are paid placements that show up based on various targeting parameters.
Search ADS
- Get push to traffic over organic:
Many businesses have no such time to wait for SEO outcomes. While organic results focus on comparative content, where search ads drive people directly to the end much faster.
2. To generate high-quality leads:
With the power of a search ads campaign, you can use different match types of keywords to trigger your ad, where you can also put the negative keywords. So your ads will only be triggered when users search for specific keywords that are relevant to your business. Ultimately this increases the quality of your leads.
3. When your business is in the local area based:
If your service or products are based in your local area audience then search ads are the best option to use. While Reaching a worldwide audience with display ads means nothing to your business.
4. short sales cycle:
If you are planning to run a short sales cycle for your product or service then search ads are the ideal one, Also you don’t need to remarket to people who have already engaged with your brand.
5. emergency products or Services:
If you’re someone who provides an “urgent” or “emergency” service (plumbers, locksmiths, tow trucks, emergency veterinarians, electricians, etc.) Then it’s a common factor that people will search for those services. No one waiting to display ads for them to solve there that type of problem.
6. Smaller Budget:
If your budget is low then creating search ads with a lower-budget campaign is one of the best options to do. Let’s give you several different reasons.
- With a PPC advertising campaign, you can either pay per click or pay per 1,000 impressions.
- Bidding on highly relevant keywords gives you more control over who you reach, producing more qualified leads, higher conversion rates, and better ROI.
- With the good practice of search ads, it becomes easier to measure and justify PPC efforts. So, you can consider expansion to the Display Network.
Display ads
- If your business is more visual-based:
One of the big advantages of display ads is that they can include images and video. This is great for promoting consumer products and services that rely heavily on visual demonstration. As in apparel, home decor, vacation packages, adventure/entertainment. We can also use the assets like videos, ebooks, infographics, etc.
2. Create a passive intent audience:
People browsing websites and seeing display ads aren’t actively searching for a product or service. They’re probably still in the discovery level, researching their options with passive intent.
This makes the display network great for creating demand for your product or service (even if people don’t know they need it), rather than answering demand like the search network.
3. Longer sales cycle:
As like search ads good for the short cycles as it is good for the longer sales cycles. Let’s give you the native reason.
- Cross channel marketing — disseminating paid messages to prospects across multiple devices on a variety of digital marketing channels, to usher consumers toward purchasing a product or service
- Omni- Channel Marketing — providing a seamless user experience across all channels relevant to the buyer’s journey, allowing them to progress through the entire marketing funnel without friction
- Retargeting — showing ads to anyone who has interacted with your brand in the past, so you can stay in front of them and top-of-mind even after they have left your website (this is especially useful in the e-commerce industry, for example, with abandoned shopping carts)
4. Reach the Niche market:
Display ads successfully drive brand awareness is because they’re generally found on sites where potential customers are already spending their time. Google matches your keywords and ads to relevant web pages across the over 2 million websites on the GDN.
This means you can easily cater to a niche audience with interest-targeted ads and/or contextual ads.
I hope that information will give you the right mindset to choose the best one for your business. Farther query, you can contact with me calendly.com/tohinshohag
