Display Ads vs. Search Ads: Which Is Right for Your Business?

Research shows that in the United States, 96% of adults say they use the internet, making it an excellent platform for businesses to advertise and market their products and services. With so many options for digital advertising, understanding which strategies work best for your business is key.

Two of the most common options are display ads vs search ads, each with its own strengths. Choosing the right one can make a big difference in reaching your target audience and achieving your goals.

In this blog post, your expert team at Betta Advertising will explain the differences between these two types of ads and help you decide the best strategy for your needs. Let’s get started with this online marketing comparison guide.

What Are Display Ads?

Display ads are a type of online advertising that uses visual elements like images, videos, and banners to attract attention. These ads are typically shown on websites, apps, or social media platforms, and they aim to catch the eye of potential customers as they browse online.

Display ads are often used to increase brand awareness or promote a specific product or service. One of the main strengths of display ads is their ability to target a broad audience based on:

• Interests
• Demographics
• Online behavior

For example, they can appear on websites that align with your industry or are frequented by your ideal customers. Retargeting is another key feature, allowing businesses to re-engage users who previously visited their site but didn’t convert.

While display ads may not always lead to immediate sales, they are effective at building recognition and keeping your business top of mind for future purchases.

What Are Search Ads?

Search ads, on the other hand, are a form of digital advertising that appears on search engine results pages (SERPs) when users enter specific keywords or phrases. These ads are text-based and often show up at the top or bottom of search results, making them highly visible to people actively looking for products or services.

The key advantage of search ads is their intent-driven nature. They target users who are already interested in a solution, increasing the likelihood of clicks and conversions. So, for example, if someone searches for “plumbing services near me,” a plumbing company’s ad can appear prominently, directing the user to book a service immediately.

Search ads use a pay-per-click (PPC) model, meaning businesses only pay when someone clicks on their ad. This makes them cost-effective and performance-focused. Whether your goal is lead generation or direct sales, search ads are a powerful tool for reaching potential customers at the right time.

Key Differences Between Display Ads and Search Ads

Now, when comparing display and search ads, it’s important to understand their unique strengths and purposes. Each serves different goals and works best in specific scenarios, depending on your audience and marketing strategy.

Audience Targeting

As noted above, display ads focus on reaching a broad audience by targeting users based on their online behavior, demographics and/or interests.

For example, if someone frequently visits fitness blogs, they might see display ads for workout gear, even if they aren’t actively searching for it. This makes display ads great for building brand awareness and engaging potential customers who may not yet know about your business.

On the other hand, search ads target users based on intent. They appear only when someone is searching for keywords related to your business, making them more direct and results-oriented.

Format

Display ads are highly visual, featuring banners, images, or videos to grab attention. Their design allows businesses to showcase creativity and convey their message quickly.

Search ads, however, are text-based and rely on concise, well-crafted copy to capture interest. While less flashy, search ads prioritize delivering relevant information to users actively seeking solutions.

Purpose

The purpose of display ads is to boost visibility and brand recognition. They’re ideal for businesses introducing new products, services, or campaigns. Search ads, on the other hand, are designed to drive immediate action, such as clicks, leads, or purchases, from users with high intent.

Cost

Display ads often have a lower cost-per-click than search ads, but they may yield fewer direct conversions. Search ads, while sometimes more expensive, deliver higher-quality traffic, which can translate into better ROI for businesses seeking immediate results.

Can Your Business Use Both?

In a word, yes! Many businesses can benefit from using both display and search ads as part of a balanced digital marketing strategy. We’ve highlighted how display ads are excellent for building brand awareness and reaching a wide audience, while search ads capture users who are ready to take action.

For example, you can use display ads to introduce your brand to potential customers and retarget them later with search ads when they’re actively searching for your products or services.

Here at Betta Advertising, we specialize in creating cohesive campaigns that integrate both types of ads, which ensures maximum visibility, better engagement, and higher ROI for your business.

Why Partner With Betta Advertising?

Put simply, we bring a wealth of experience and proven success to help your business grow. Our team of experts specializes in creating tailored digital advertising strategies, whether it’s through Google Ads, display ads, or a combination of both.

We focus on generating high-quality leads, increasing conversions, and ensuring measurable ROI for our clients. We also understand that every business is unique, and we work closely with you to craft the best approach for your goals. With a track record of helping businesses thrive, we’re here to make your digital advertising journey seamless and effective.

Your Guide to Display Ads vs Search Ads

To sum up, the choice between display ads vs search ads can significantly impact your business’s digital marketing strategy. Each ad type offers unique benefits, whether you’re aiming to increase brand visibility or capture leads with high intent.

At Betta Advertising, we specialize in crafting tailored solutions that combine both approaches to maximize results. If you’re ready to optimize your digital advertising efforts, schedule a free consultation and learn more about display advertising benefits. Our team will help you create a strategy that drives measurable success and takes your business to the next level.