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Google Display Ads Vs Google Search Ads: Everything You Need To Know
Google Ads Offers Several Types Of Google Ads Formats To Choose From. Here’s What You Need To Know…
Google Search ads and Google Display ads are both forms of online advertising. However, they each have their own strengths and weaknesses. In this article, we will discuss the differences between Search ads and Display ads, as well as how to choose the best type of Google Ads campaign for your business.
Why Use Google Ads To Grow Your Business?
Before we dive into examples of Google Search ads and Google Display ads, some businesses might be wondering why they should use Google Ads at all. The reality is that Google Ads has a lot to offer for small businesses, and these benefits can really help you thrive as you work toward scaling your business.
Some reasons to turn to Google Ads for marketing include:
- Large Audience: Google processes billions of searches per day. Because of the large number of users it has, Google is an excellent platform for businesses looking to expand their reach.
- Faster Than SEO: An SEO strategy is still an integral part of your digital marketing strategy. However, it takes time to rank and grow your visibility. With Google Ads, you can get your business in front of prospective customers faster.
- Stellar Control Over Your Campaign: Google Analytics and other Google tools make it easy to measure your ad campaign’s efficacy and optimise your ads to drive greater engagement moving forward.
- Easy To Understand And Use: As a business owner, the last thing you want is a platform that’s difficult to navigate and engage with. Fortunately, Google Ads is anything but. They’ve made their platform very user-friendly, and they also offer plenty of guides to walk you through the process!
- Budget-Friendly: Marketing can be a bit expensive at times. Google Ads helps you stay within your budget by allowing you to put a limit on how much you’re willing to spend for ad placements. This ensures you never spend more than you have (or want to) on Google Ads campaigns.
- And More!
That being said, you will have to make some choices as you navigate the platform. This includes choosing between Google Display ads and Google Search ads. Let’s take a closer look at both to better understand what they achieve in your ad campaign.
What Is A Google Display Ad?
As we stated above, there are multiple types of Google Ads campaigns that businesses like yours can choose from. However, most will find themselves choosing between Google Display ads and Google Search ads.
So, what is a Google Display ad? Aptly named, a Google Display ad is a type of ad that’s advertised on a wide range of websites in the Google Display Network. Think about when you browse the web. If you’re like most, you see a wide range of banner ads and other advertising assets, all of which are Google Display Network ads.
These visual advertisements can help you get the word out about your business and help foster brand awareness before people even begin looking for your business or making related search queries that might lead them to you. There are also several Google Display ad sizes to choose from to help you make the most of your ads.
What Is A Google Search Ad?
A Google Search ad is the most common type of ad that we think about when we talk about Google ads campaigns. A Search ad is a type of ad that appears on search engine results pages (SERPs).
Rather than placing your ads on a wide range of websites to get your message in front of people, Google Search ads instead focus on displaying your ad to users who are conducting search queries keywords with the keyword (or related keywords) you’re using to optimise your advertisement.
Both of these options (and variations like Google Ads Dynamic Search ads) offer their own sets of advantages and disadvantages, so it’s important to compare and contrast the two before you work on your campaign.
The Differences Between Display Ads and Search Ads
Now that we know exactly what Google Display ads and Google Search ads are, it can be helpful to compare them to see which would be the most appropriate fit for your marketing needs. Here are some of the key differences between the two that will ultimately affect your choice:
- Reach: Google Search ads will only appear to those who are conducting a specific search with keywords related to your Google Ads. This can be great if you’re looking to tap into a user base who already has a need for your product or service. Google Display ads are better for businesses looking to expand their reach quickly, being displayed across a wide range of websites.
- Intent: If you’re focused on reaching people specifically looking for your business, Google Search ads are a better resource. Google Display ads offer you greater exposure, but you might not always reach the exact people you need to.
- Appearance: Google Search ads aren’t as visually appealing as Google Display ads. Both have their pros and cons, so it’s important to keep appearance toward the bottom of the list of comparisons. However, it is a key difference between the two, and it might impact whether or not someone clicks on your ad to visit your website.
- Placement: With Google Display ads, your ad content will be featured on website pages. With Google Search ads, you’re going to be placed at the top of SERPs. While different, both make you visible to Google users, and both offer their own benefits.
- Cost: Speaking to those who want a more cost-effective model, Google Search ads are going to be cheaper. That being said, Google Display ads are still quite inexpensive, making both a viable option for the modern business owner.
No matter which piques your interest most, make sure to use the comparison chart above to better understand what Google Search ads and Google Display ads have to offer and how they differ from one another.
How to Choose the Best Option for Your Business
So, how do you choose the best type of ad for your business if you’re stuck between Google Search ads and Google Display ads? Now’s the time to visit your marketing strategy and determine your goals. Are you looking to reach out to a specific audience in your area that needs your services? If so, you might prefer Google Search ads.
Are you trying to expand your reach and online visibility quickly? You might prefer Google Display ads instead. In some cases, you might even want to leverage them both and have them running side-by-side to get the most out of your Google Ads campaign!
Need Help With Your Google Ads Search Campaign Or Display Campaign?
Are you looking for support with Google search advertising or help navigating the Google Display Network? Do you want an experienced digital marketing agency that knows what they’re doing? Sydney Digital Marketing is here for you!
We’re a full-scale digital marketing agency dedicated to helping businesses like yours create thriving Google Ads campaigns that boost conversions and drive results.
Reach out to the team at Sydney Digital Marketing today!
Article by
Ben Kinnaird
General Manager / Sports Nut / Dad
Our captain of operations, Ben has over 15 years of experience in sales, marketing and all things digital. Before joining SDM in 2014, Ben worked as the Head of Marketing for Reebok APAC.[…]
Article by
Simon Gould
CEO / Founder / Dad
Founder and leader, Simon established SDM back in 2012. Since then, he has helped 150 clients (and counting) to achieve their digital goals.[…]