Search Advertising Vs. Display Advertising – Differences and Which to Choose

In the dynamic world of digital marketing, one question often surfaces: should a business leverage search advertising or dive into the world of display advertising? Understanding the unique benefits and applications of each can be a game-changer for your marketing strategy, whether you aim to enhance brand awareness or drive traffic to your website.

  • Online Path

    23 January, 2024

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What is Search Advertising?

Search advertising, a prevalent form of pay-per-click (PPC) advertising, places your ads in search engine results. When potential customers search specific keywords, like “online paediatrician,” they encounter these ads either above or below the organic search results on Google’s Search Engine Results Page (SERP). This method is about connecting with users actively searching for what you offer – a powerful way to capture intent-driven traffic.

Below is an example of three search ads that appeared when searching for the keyword “online paediatrician.” These ads are easy to spot as they have the word “sponsored” displayed above them.

Components of a successful search ad include:

  • Headline: Your first chance to grab attention.
  • Display URL: Shows your website address.
  • Description Text: Further details to entice clicks.

Adding ‘ad extensions’ can provide additional information, enhancing the ad’s effectiveness. The ad’s visibility, ranking, and cost depend on a combination of bid amount and quality score.

What is Display Advertising?

Contrasting with search ads, display advertising operates on a ‘push’ approach. These ads aren’t limited to search results pages; they appear across the Google Display Network (GDN) and can be found on various websites, within apps, or on social media platforms. This format excels in building brand awareness by targeting specific audiences based on demographics, interests, or even their online behaviour.

Below is a screenshot of news.com, showcasing a display ad from CommBank. Display ads are designed to catch attention with visuals and branding, often appearing as background elements or embedded alongside content, like the example here next to the text.

Choosing What’s Right for Your Business

Deciding between search and display advertising hinges on several factors:

1. Search Volume and User Intent

Search Advertising: Ideal if your products or services have a significant search volume, indicating that users are actively looking for what you offer.

Display Advertising: Best suited for increasing brand awareness and reaching users who may not be actively searching but are part of your target demographic.

2. Budget Considerations

With a limited budget, starting with search ads is often more beneficial due to their higher conversion rates. As your campaign progresses and yields returns, you can reinvest in expanding to display advertising.

3. Brand Awareness and Visibility

If your goal is to increase brand visibility and awareness, particularly for new or less-known products, display ads can visually engage and capture the interest of potential customers.

4. Targeting Urgent Services

For services that are often sought out urgently (like locksmiths or emergency medical services), search ads can provide immediate visibility to users in need.

Search Advertising Advantages

  • High-Intent Audience Targeting 
    Search advertising ensures your message reaches users actively seeking your products or services. By targeting keywords aligned with their search intent, you engage audiences already primed to take action, driving meaningful results.
  • Instant Visibility
    Appearing prominently in search engine results, search ads grant your business immediate exposure. This is especially crucial for time-sensitive campaigns or businesses looking to establish a strong online presence quickly.
  • Cost Efficiency
    With a pay-per-click (PPC) model, you only pay when users engage with your ad. This makes search advertising a budget-friendly option, as your investment directly correlates to audience interest and action.
  • Detailed Performance Insights
    Search advertising platforms offer comprehensive metrics, such as click-through-rates, conversion data and quality scores. These insights empower you to optimise your campaigns for better outcomes and improve your overall strategy.
  • Precision Targeting Options
    From geographic location to device preferences, search advertising allows refined audience targeting. This precision helps tailor your campaigns to connect with the right users, maximising relevance and return on investment.
  • Real-Time Adjustability
    Search advertising provides flexibility, allowing you to modify bids, keywords, and ad copy in real time. This adaptability ensures your campaign remains aligned with market dynamics and user behaviour.

Display Advertising Advantages

  • Broad Audience Reach
    Display advertising reaches users across a range of websites, apps, and platforms. This visibility helps increase brand awareness, even among audiences who may not be actively searching for your product or service.
  • Visually Engaging Content
    Display ads leverage visuals, such as images, videos and animations to capture attention. This creative approach makes your messaging more memorable and helps communicate your brand identity effectively to potential customers.
  • Audience Targeting Capabilities 
    By using advanced targeting options, such as demographics, interests, and online behaviour, display advertising ensures your message reaches the most relevant audience, helping to optimise engagement and improve campaign results.
  • Improves Brand Awareness
    Display ads are ideal for keeping your brand top-of-mind. Whether users click through or not, consistent visibility helps build recognition, fostering trust and familiarity with your business over time.
  • Retargeting Opportunities
    With display advertising, you can re-engage users who have visited your site but did not convert. These retargeting ads remind potential customers of your offerings, encouraging them to return and complete their journey.
  • Cost-Effective Impressions 
    Even without clicks, display ads generate valuable impressions that expose your brand to a wider audience. This cost-effective strategy helps you maximise your reach without the need for high engagement rates.

Integrating Both for Maximum Impact

While each advertising type has its strengths, integrating both search and display advertising can often yield the best results. This holistic approach ensures you not only capture the attention of those actively seeking your services but also build brand awareness among a broader audience.

The Bottom Line

Ultimately, choosing between search and display advertising depends on your specific business goals, target audience, and budget. By understanding the strengths of each and aligning them with your marketing objectives, you can craft a strategy that not only fits your business model but also maximises your return on investment. Whether you opt for the intent-driven approach of search advertising or the broad reach of display advertising, staying informed and flexible in your strategy is key to success in the ever-evolving digital landscape.

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