The difference between Google display and search

Display advertising

Display advertising is everywhere online. Many website’s you visit has ads that showcase products for sale. For example in New Zealand a good example of a site that does this is www.stuff.co.nz and www.nzherald.co.nz. But have you ever noticed you keep seeing the same ads on your social media feeds and the like?

That’s because display advertising tracks a user’s behavior in order to put the right ads in front of the right customers. Display ads are also sometimes known as banner ads.

Below is a display ad as seen on the NZ Herald website.

Brand awareness

Display ads are great for driving brand awareness because, generally, these types of ads are found in a place a potential customer may be found.

For example, if a customer is on a website for low carbohydrate recipes, a display ad that may show up would be an advertisement for a health food store. The customer may not be aware of this type of store, but the ad would drive awareness.

Retargeting

Let’s say a user has visited your website but hasn’t converted. Display ads give you the opportunity to pull those users back in with retargeting. Your display ad reminds the user about your brand; thus improving the chance of them converting.

High volume

Display ads may promote your brand to the right people, but they also have high visibility. When you use display ads, they’re also being shown to customers who may not have thought to look for your products or services.

Search advertising

Search advertising, or pay-per-click (PPC) advertising, is an easy, low-budget way to reach the right audience. You’re able to control who sees the ads with nearly instant results. The PPC ads are shown directly on search engines,  such as google, after a keyword or phrase has been searched.

Below is an example of a search ad.

Qualified leads

A PPC campaign, done effectively, boosts traffic to your website and drives higher conversions. This is because customers are actively searching for keywords that result in seeing your PPC ads, so long as their keywords match your product or service. PPC ad campaigns generally drive higher click-through rates than display ads because of qualified leads.

Measurable data

Google AdWords is not only the place to setup your search advertising campaign, but it makes it easy to track how well your PPC campaign is doing. Simply pull up your AdWords account, choose the Campaigns tab, and choose “Keywords.” This shows you exactly how well customers are responding to your keywords and phrases.

Which one should you use?

When you’re starting a new campaign, it’s not always easy to identify which type of advertising to use. Factors such as your budget, your search volume, and your main goal are only some of the things you should consider before choosing one.

Sometimes, it’s in your best interest to utilize both platforms to maximize your ROI. Using both at the same time means you’re reaching customers at different points in the customer journey, which may be a huge payoff for you in the end.