Launching an online campaign isn’t easy. You need to conduct thorough research, rack your brain to get your strategies right and ensure you have all the odds and ends where they should be. One wrong step then it would take quite a while to get back up.
Among all the strategies you implement, the question of choosing between search ads and display ads arises. After all, in the discussion of display vs search ads, one can get confused. Nonetheless, the decision cannot be left hanging. It’s not only necessary that you choose but it’s also important that you choose the right one. Because the wrong one may leave you with a loss in the paid advertising budget.
But what do you think works best and which does not?
Well, several things come into account. There’s the budget you would need to consider, then comes search volume, and of course, your product and service. You need to take into account whether they are for the long run or you want to have them sold from the get-go.
In this article, we will break it down for you. We will discuss all the nitty-gritty for both of the formats. Afterward, hopefully, you may be better able to understand which one is more relevant to your business.
One of the most renowned forms of PPC advertising, search ads enable brands to have their paid ads showcased on the top and also, down below organic search results when users implement particular keywords.
Such ads have 3 essential aspects. They are the headline, description text, and display URL. In the design context, all of these components come together to persuade users to make a click. To help them have more information, ad extensions can also be integrated.
The bid and Quality Score helps to determine the frequency of search ads along with their rankings and the cost per click.
While search ads fell into the category of “pull” advertising, display ads inclined toward “push” advertising. Makes sense? Allow us to clarify further. Search ads happen to pop up for particularly those users who were already in the middle of searching for your business’s product or service. On the contrary, display ads being paid placements show up according to an array of targeting parameters.
Another difference is that, unlike search ads, display ads aren’t confined to just one location. They will make their mark throughout the Google Display Network (GDN). Meaning, they will appear on more than 2 million sites and shall be able to reach over an outstanding 90% of online users. What’s cool about display ads is that they will be displayed across several places on the social media platform you have targeted, including on your newsfeed or at the very corner of it.
For search ads, the average conversation rate (CVR) is 4.40% and as for display ads, it’s just 0.57%. The reason behind this is through the Search Network, the marketers are connected to their targeted users who are actively searching for products that have higher intent. This increases their chances of conversion.
From the previous segment, we saw how the average conversion rate (CVR) for display ads is comparatively lower. While this may appear as a drawback, there’s also an upside to this. As the CVR is low, this naturally lowers the average cost per click (CPC). To be more specific with the amount, for CPC, the average Google Ads CPC is $2.41 while display ads cost only $0.59.
You see, both ad formats have their pros and cons depending on the context of your business. While one may work efficiently in certain situations, the other may not be able to keep up. But the differences would give you a proper idea to see how beneficial each of them are in diverse scenarios.
However, in order to get the best results, you would need to link your ads to appropriate post-click landing pages after you select a particular format and create an ad. And post-click landing pages are what you should be aiming for. Because that’s where the real magic happens. In other words, that’s where the conversions take place.
We believe a few tips would help you to succeed in Google Ads, here’s 3 tips from us. Don’t wait to get started!
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