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Google Ads Search vs Display: Which is best for your business?

Simon Mullinger

Google Ads is important for digital marketing. It helps businesses reach their target audience, no matter how big or small they are. As a small business owner, choosing between Google Ads Search Network and Display Network can be overwhelming. This blog post helps you decide the best online advertising strategy for your business.

Google Ads Overview

Google Ads, formerly known as Google AdWords, stands as a beacon for businesses aiming to navigate the vast and often complex world of online advertising. Google Ads helps your business stand out online, making sure you're not just another small voice in the crowd. It boosts visibility to reach more potential customers and make a strong impact in the digital world.

At the heart of Google Ads lies its ability to connect businesses with prospective customers at the very moment they're expressing interest in what you have to offer. Google Ads helps you reach people who are looking for products like yours on Google, reading blogs, or watching videos online. It gives you the tools to show your message to them.

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Google Ads search network

The Search Network is all about intent. When people search for specific words related to your business, your ads can appear alongside or above the regular search results. This allows for a quick response to their needs. This valuable traffic consists of users looking for solutions, making them more likely to become customers.

Precision Targeting: The Search Network allows you to bid on specific keywords related to your business, ensuring your ads are displayed to users with clear intent. This means your advertising dollars are spent on leads who are most likely to convert.

Measured Success: Every click on your Search Network ad is a potential customer. Google Ads provides detailed analytics, allowing you to see exactly how your ads are performing, which keywords are bringing in traffic, and how many clicks are converting into actual business outcomes.

Benefits:

Immediate visibility to users with high purchase intent.
Direct response marketing that can quickly convert searches into sales.

Considerations:

Highly competitive keywords can drive up costs.
Requires constant optimization to maintain effectiveness.

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Google Ads display network

The Display Network lets you put ads on different websites online. This helps you reach people who might not be looking for your products but are still in your target audience. These ads can be text-based, but more often they're visually appealing images or videos designed to catch the eye and build brand awareness.

Visual Appeal: Unlike the text-based ads of the Search Network, Display ads can include images, animations, or even videos, making them particularly useful for building brand awareness and capturing users who may not be actively searching but are still interested in your products or services.

Strategic Retargeting: The Display Network excels in retargeting, allowing you to show ads to users who have previously visited your website. This keeps your brand top-of-mind and can gently guide users back to your site when they're ready to make a purchase.

Benefits:

Extensive reach, capable of showing your ads on over two million websites.
Ideal for building brand awareness and retargeting previous site visitors.

Considerations:

Typically lower direct conversion rates compared to the Search Network.
Requires compelling creative design to stand out.

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Comparing Search and Display: Key Considerations

When deliberating between Google Ads' Search and Display networks, understanding the distinct advantages each offers can guide you to make choices that align with your business objectives. Let's explore what each network does well and decide which one, or a mix of both, is best for your business.

Search Network: Driving Action and Conversions

The Search Network is a powerhouse for businesses focusing on driving immediate actions, such as sales or lead generation. Here's why it might be the right choice for you:

High Intent: Users on the Search Network are actively looking for solutions, making them more likely to take action, such as making a purchase or signing up for a service.
Direct Response Marketing: This network is ideal for campaigns where you want a direct response from users. Since your ads appear in response to specific searches, you can tailor your messaging to meet the users' immediate needs.
Measurable ROI: The Search Network offers robust tools to measure the effectiveness of your ads, allowing you to see which keywords and ads drive conversions and sales.

A woman is standing in front of a pink wall with drawings on it.

Display Network: Building Awareness and Engagement

If your goals include building brand awareness or nurturing customer relationships, the Display Network offers unique advantages:

Extensive Reach: The Display Network spans over two million websites, reaching over 90% of Internet users. This extensive reach allows you to build significant brand exposure.
Visual Storytelling: Unlike the text-based ads of the Search Network, Display ads can be rich in visuals, engaging users with eye-catching images, videos, and animations.
Targeting and Retargeting: The Display Network excels in sophisticated targeting options, including interest-based targeting and retargeting, which can keep your brand in the minds of potential customers, encouraging them to return to your website when they're ready to buy.

Combining Search and Display for Maximum Impact

For businesses aiming to strike a balance between generating immediate sales and building long-term brand recognition, leveraging both the Search and Display networks can be a strategic move. Here's how a combined approach can amplify your digital marketing efforts:

By advertising on both networks, your brand will be seen by more people. The Search Network helps people find specific things, while the Display Network reaches more people to create awareness.

Using both Display and Search Networks helps reach users at different stages of their journey. This includes when they are learning about a product, making a decision, and taking action. Display and Search Networks are effective in targeting users throughout their entire journey.

Optimised Budgeting: Allocate your budget based on performance and goals to get the best results for your business. Spend more on strategies that work well for you.

A person is drawing money bags with percentages on a yellow background.

Choosing between Google Ads' search and display networks is not about finding the best option overall. It's about figuring out which one fits your business goals and can help your company grow. The key lies in leveraging the distinct advantages of each network to meet your specific needs, whether that's driving immediate sales, enhancing brand visibility, or both.

However, navigating the complexities of Google Ads, not to mention integrating them with a local SEO strategy, requires expertise, time, and a deep understanding of digital marketing nuances. Our dedicated team specializes in creating bespoke Google Ads campaigns that are not just tailored to your business goals and budget but are also optimized for local SEO, ensuring you capture the attention of your most relevant audience.

With our expertise, you can avoid the common pitfalls of self-managed campaigns and enjoy a higher ROI, more effective targeting, and ultimately, greater success in the digital realm. Reach out to us for a no-obligation chat on how we can elevate your digital marketing efforts with our expertly managed Google Ads campaigns. Together, we can ensure your business not only thrives but dominates in the digital landscape.

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