Navigating pay per click advertising (PPC) can be challenging, especially when choosing between search ads vs display ads. Each plays a unique role in reaching your audience, driving sales, and building brand awareness.
In this guide, we will look into:
- The differences between search ads vs display ads.
- How to use them effectively to achieve your business goals.
- Strategies tailored specifically for small businesses to maximise ROI.
Looking to maximise your PPC results? Let UTDS Optimal Choice, one of the leading PPC agencies for small businesses, craft a tailored strategy for your search and display ads. Contact us today for a free consultation!
What Are Search Ads And Display Ads?
Search Ads
Search ads appear as text-based advertisements on search engine results pages (SERPs) when users search for specific keywords. These ads are intent driven, meaning they target users actively looking for products or services.
Features of Search Ads:
- Triggered by keywords like “cheap plumbers near me.”
- Shown at the top or bottom of SERPs as “sponsored” results.
- Often have higher conversion rates due to their intent driven nature.
Examples:
- A user searches for “best SEO services in Birmingham” and sees an ad for an SEO agency.
- A search for “emergency electrician near me” displays a paid ad from a local electrician.
Display Ads
Display ads are visual advertisements, such as banners or videos, shown on websites, mobile apps, or YouTube. Unlike search ads, display ads target audiences based on interests, demographics, and online behaviour.
Features of Display Ads:
- Reach users who may not be actively searching for your service.
- Often used for brand awareness and retargeting campaigns.
- Lower cost-per-click (CPC) compared to search ads.
Examples:
- A fashion brand runs display ads showcasing their products on lifestyle blogs.
- Retargeting ads remind users of items they viewed on an e-commerce site.
Key Differences Between Search Ads Vs Display Ads
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Feature
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Search Ads
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Display Ads
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|---|---|---|
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Ad Format
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Text-based
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Visual (images, banners, videos)
|
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Audience Targeting
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Keyword intent
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Demographics, interests, browsing habits
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Purpose
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Drive conversions and sales
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Build brand awareness and retarget users
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Best Use Cases
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High-intent searches
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Long-term audience engagement
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Budget Efficiency
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Higher CPC, better ROI for leads
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Lower CPC, slower ROI for awareness
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When Should You Use Search Ads And Display Ads?
Use Search Ads If
- You Need Immediate Results
- You Want to Target High-Intent Users
- Your Budget Is Limited
Use Display Ads If
- You’re Building Brand Awareness
- You’re Retargeting Website Visitors
- You Have Engaging Visual Content
Both these ads can bring in revenue or help you achieve your business goal for any industry, if you have right plan and right PPC management agency to help you with it.
How To Combine Search Ads And Display Ads
Many businesses achieve the best results by using both search ads and display ads in a cohesive strategy.
- Top of Funnel (TOFU): Use display ads to generate awareness and introduce your brand to new audiences.
- Middle of Funnel (MOFU): Capture intent-driven users with search ads as they actively research solutions.
- Bottom of Funnel (BOFU): Retarget users with display ads to remind them to complete their purchase.
Actionable PPC Tips For Small Businesses
Search Ads Tips
- Focus on Local Keywords: For example, “affordable web design in Manchester.”
- Use Ad Extensions: Add features like phone numbers or links to boost engagement.
- Set Negative Keywords: Exclude irrelevant terms to maximise ROI.
Display Ads Tips
- Target Lookalike Audiences: Use Google’s tools to reach users similar to your customers.
- Experiment With Creatives: Test different visuals and CTAs, such as “Shop Now” or “Learn More.”
- Leverage Retargeting: Show ads to users who visited your site but didn’t convert.
Search Ads Vs Display Ads: Which Is Right For You?
At UTDS Optimal Choice, we understand the unique challenges faced by small businesses. Our PPC experts specialise in creating tailored advertising strategies that combine the power of search ads and display ads to drive measurable results.
Contact us today for a free consultation and learn how we can help you achieve your business goals with effective PPC campaigns!
FAQs About Search Ads Vs Display Ads
- How much do search ads and display ads cost in the UK?
Search ads cost £1–£2 per click for less competitive keywords and £5–£10 for highly competitive terms like “emergency locksmith near me.” Display ads have a lower CPC, often between £0.50–£1. - Which is better for small businesses: search ads or display ads?
It depends on your goals. Use search ads for immediate conversions and display ads for building long-term awareness. Combining both can create a comprehensive marketing strategy. - Can display ads work for retargeting?
Yes, display ads are perfect for retargeting campaigns, helping you reach users who’ve already interacted with your business.
Ready to take your PPC campaigns to the next level?
Contact us today for a free consultation and start seeing real results!
