What are Search Ads?
Search ads consist of three components which include:
Paid search ads are the most used form of PPC advertising in which brands pay to display their ads. It can be above or below organic search engine results when people search specific keywords. For instance, a search for an “online paediatrician” will show this text above the organic results on Google’s Search Engine Results Page (SERP).
Headline
Display URL
Description text
All the above are put together to convince consumers to click and buy. Another thing that can be included is an ‘ad extension’ to provide additional information. The number of times an ad shows, its ranking, and its cost per click, depend on the bid and quality score. For a successful advertising campaign, you can hire a display advertising agency.
What are Display Ads?
Display ads perform differently from paid search ads. The distinction between the two is search ads are ‘pull advertising’, and display ads are ‘push advertising’. Search ads appear in front of people who search for your product or service. On the other hand, display ads are paid placements that occur based on specific targeting parameters. Additionally, they are not limited to appearing in one location like the search ads.
These ads will appear across the entire Google Display Network (GDN). They can also show up on social media, like in news feeds or even the main feed. It means the target audience will be able to see them and want to learn more about the brand.
Factors to Help You Pick Between Search or Display Advertising
entioned, the two are different and each has its purpose in advertising. The following factors will help you pick the right form of advertising.
- Search Volume
The difference between these two is that display ads use a push approach, and search ads use a pull approach. Customers that encounter your search ads are looking for your product. On the other hand, customers experience the display ads because they were targeted after reading emails or watching a video.
Understanding the difference between the two will help evaluate the right strategy depending on brand, product, or service awareness. To gauge how familiar searchers are with your products or brand, you can use the Google Ads Keyword Planner to evaluate search volume. Search advertising campaigns will work if the products or services you sell have a good search volume. If there is no volume, display ads will play a role in brand and product awareness.
- Low Budget
Budget is another critical factor that can help you determine the best strategy. How much do you have, and what areas are you focusing on? If you have a low budget, search ads are a good option to begin with. On the other hand, when using display ads, it takes a larger budget and won’t have a positive ROI. Search ads have a greater conversion rate but require a low budget. After conversion, you can put the remaining funds into expanding the display network. This will help you make the most out of your advertising campaigns. - Brand Awareness
For entrepreneurs selling services or products, focusing on branding using display ads is the best approach. Getting in touch with a Google ads agency is an excellent way to present yourself to potential consumers who have yet to learn about your brand. In display advertising, people who see these ads are usually doing something online. But the good thing with this approach is you can target a specific audience to make them pay attention to your ads. With these ads, an entrepreneur can target consumers based on demographics or keywords in their reading content.
Additionally, if you know the sites the consumers spend time on, you can target them by bidding on sites on the display network. It’s essential to note clients may not buy the service or product right away. But this plays a role when they go to the market to purchase a product or service; they are more likely to remember your brand. To gauge the performance of display campaigns, you can create a search campaign that includes branded items only. In this approach, you use the push to create a pull.
