Marketing

Search vs. Display Pay-Per-Click (PPC) Ads: What’s the Difference?

Search vs. Display Pay-Per-Click (PPC) Ads; What’s the Difference

So, you are ready to run your first online campaign on Google but somehow, you are not sure of the best option to go for. When it comes to marketing on Search Engines, there are two (2) common methods: Search Ads and Pay-Per-Click (PPC) Ads.

These two ad types prove to be efficient and drive quality traffic to the advertiser’s site. Yet, most advertisers are not sure of the best between the two. In this article, you will learn about the differences between a display and a search advert. This should help you understand their merits and demerits, as well as help you make informed decisions on which to go between the two.

What are Search Ads?

Search Adverts are the type of adverts placed directly on Search Engines like Google, Yahoo, and Bing. Google appears to be leading the pack and this is understandable, seeing that it is the leading Search Engine.

For this type of ad, the adverts are placed directly in front of your target audience and this is because the ad involves bidding for keywords your audience is looking for. Let’s say you run a restaurant in New York and you are looking to get new customers to visit. You now place a Search Ad on Google, bidding for keywords like:

  • Restaurants near me
  • New York restaurant
  • Restaurants in New York

The idea is that when someone living within the location you are targeting (in this case, New York), enters any of those keywords on Google, your ads show up.

Therefore, by using Search Ads, you are serving ads that include offers or products you sell directly to those who are most likely going to patronize your business.

How Does a Search Ad Work?

Before a Search Ad can work, these elements must be in place:

  • Keywords: These are specific words that your target audience would likely enter on Google when searching for your type of service. The rule of thumb is to bid for keywords with thousands of monthly volumes and a decent Pay-Per-Click (PPC) cost.
  • Headline: This is the title of your ad. It must be as convincing as possible to help the target market engage with it.
  • Display URL: The display URL is the URL that directs someone who clicks on your ad to the landing page where the offer is.
  • Ad Extensions: Google Search Ads also have what is called “Ad Extensions.” These are extended ad formats that include Callout Extensions to help your target customers place a call to learn more about your offer.

Benefits of Search Ads

Here are some of the reasons why your next digital advertising campaign on Search Engines should be designed in the form of Search Ads:

1.    Hyper Targeting

Online advertising is two-way traffic. While some advertisers record massive conversions at once, it takes others a lot of time to do so.

However, with Search Ads, the stakes are low. You get to target people who are most likely going to grab your offer with both hands. Since you are bidding on keywords that these people are looking for, chances are that they would convert faster because you are promoting what they are interested in.

2.    Controlled Budgeting

Search Ads also help you to control your budget. This is because you get to target people who are interested in your offer. Therefore, your budget would be maximized to the fullest.

What Is Display Advertising?

Display Advertising is the opposite of a Search Ad, in the sense that you are targeting both people who are interested in your offers and those who are not.

Unlike Search Ads, Display Advertising is not placed on Search Engines like Google. Rather, the adverts are spread across partner websites, such as the websites that focus on the niche the advertisers are targeting.

In this case, the advertisers are bidding not just to place ads on Google or just other Search Engines, but bidding to have their ads served on partner sites. What Google does is pick those ads and distribute the same across the sites in that niche the advertisers are targeting.

For example, an advertiser looking to promote home equipment will have his or her ads served on websites or blogs that focus on home improvement or general home merchandise.

How Do Display Adverts Work?

Display Advertising works by serving advertisers’ pieces of content as banners on partner sites. You may have seen some banners with some piece of information when surfing a site or blog. That is an example of Display Ads. Once you click on that banner, it takes you to the landing page containing the offer or service from the advertiser.

Benefits of Using Display Advertising

Wondering if Display Advertising is the best way to run ads on Search Engines? Here are some of the benefits:

  • It allows advertisers to target a spectrum of audiences via Affinity Audiences.
  • Consider Display Advertising if your offer or product requires a longer time for the target audience to make a buying decision.
  • Display ads are also great for advertisers whose products are more visual than textual.
  • If you are looking to build brand awareness and retain more customers in the long run, Display Advertising is the best.

Search Ads vs Display Advertising: Which is the Best?

Both ads format is ideal, depending on your budget, your target market, and the intent behind the ads. While Search Ads are great for advertisers looking to attract an audience that is ready to buy, Display Advertising is great for those who have a longer sales funnel timeframe. Either way, understand the good and bad sides of each ad format, as well as the long-term goals or results they can bring to your business. In all, advertising on Google or through other Search Engines is nice and should be added to your online marketing strategies for the year.

Chukwukadibia Abah
CHUKWUKADIBIA ABAH is a passionate freelance writer and contributor to the Entrepreneur Business Blog. You can follow him on: Facebook: https://web.facebook.com/ChukwukadibiaAbah1/ Twitter: https://twitter.com/Chukwukadibia01 LinkedIn: https://www.linkedin.com/in/chukwukadibiaabah/ Instagram: https://instagram.com/chukwukadibia_abah

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