The Difference Between Google Search and Display Ads
When it comes to Google ads, the first thing that comes to mind is typically the ads you see interspersed in search results. Search ads are a highly effective and valuable frontline approach to advertising, but they’re not the only way you can leverage Google to reach potential customers. Search campaigns zero in on potential leads based on keyword searches, however, there are many more ways to reach your target audience. Google Display campaigns are another tactic you can utilize to drive awareness for your business and reach new audiences. Let’s explore the differences between Google Search and Display campaigns.
Google Search Campaigns
Google Search ads are text advertisements that appear in search results on Google. They can be augmented and optimized to include small images, phone numbers, responsive ad text, and links to different parts of your website. Your ads appear in search results based on keywords you bid on, so you are able to show up when someone searches a relevant term. They enable you to appear to a searcher right as they are most interested or in need of your services. For this reason, search ads are great for driving leads and getting traffic to your website.
Google Display Campaigns
Google Display ads enable you to reach potential customers outside of the search results page. Display ads are image-based, and they can appear on over 2 million websites and apps, including Youtube. Display ads offer the ability to reach different audiences beyond those searching your keywords. For example, Similar audiences enable you to reach customers who share similarities with people who have expressed interest in your services or visited your site. Custom audiences allow you to reach people who likely would be in-market or have an interest or affinity for your product or service. Remarketing lists allow you to reach the people who have visited your website in the past, but not yet converted.
This allows your business to drive awareness and also stay top-of-mind throughout the customer journey. The visual aspect of display ads make them great for building awareness and driving interest in your business, even when the customer is not expressly looking for you.
Google Search and Display ads offer a wide and variable range of benefits depending on your marketing goals. They also work particularly well in tandem with each other. Display awareness campaigns can help increase awareness and demand. Search and Display remarketing campaigns capture users further down the funnel who are closer to converting. We deploy various Search and Display strategies for clients in varying industries. We can help craft a strategy that makes sense and works efficiently to drive leads or sales for your business.
Need help with your Google advertising strategy? At Chair 10 Marketing, our experts can help you create a strategy that meets all your goals. Contact us to learn more!