In the fast-evolving world of digital advertising, choosing between display ads and search ads can be a daunting task. Both have their strengths, and the right choice depends on business objectives, target audiences, and advertising budgets. This guide will walk you through the pros and cons of display vs. search ads, helping you decide which format suits your business needs.

Understanding Display Ads and Search Ads

Display ads appear on websites, apps, and social media platforms, using images, videos, and banners to capture attention. These are often used for brand awareness and retargeting with display ads. On the other hand, search ads are text-based advertisements that appear on search engine results pages (SERPs) when users enter specific queries. They are highly effective for lead generation and high-converting ad types.

The Pros and Cons of Display Ads

Pros of Display Ads

1. Brand Awareness – Display ads excel at digital advertising comparison, ensuring a business remains visible across various platforms.

2. Highly Visual – With images and animations, they attract users' attention more effectively than text-based ads.

3. Retargeting Power – Retargeting with display ads allows businesses to reconnect with users who have previously visited their website.

4. Broader Reach – They are displayed on millions of websites, making them ideal for brand exposure.

5. Cost-Effective for Impressions – If the goal is visibility rather than immediate conversions, display ads often provide lower PPC bid strategy costs.

Cons of Display Ads

1. Lower Click-Through Rate (CTR) – Users are less likely to click on display ads compared to search ads.

2. Ad Blindness – Many users ignore banner ads, reducing engagement.

3. Less Intent-Driven – Unlike search advertising vs. display advertising ROI, display ads target users who may not be actively looking for your product or service.

The Pros and Cons of Search Ads

Pros of Search Ads

1. High Conversion Rates – Users searching for specific keywords show clear intent, making them more likely to convert.

2. Precise Targeting – Search ads use keyword-based targeting, ensuring ads are shown to relevant audiences.

3. Measurable ROI – Businesses can track conversions and search vs. display ads in the healthcare industry or other sectors for insights.

4. Effective for Local Businesses – Best search ad strategies for local businesses focus on location-based queries, attracting nearby customers.

5. Higher Click-Through Rate (CTR) – Since search ads match user intent, they often outperform display ads in CTR.

Cons of Search Ads

1. Higher Cost Per Click (CPC) – Due to high demand, search advertising vs. display advertising ROI can be more expensive.

2. Limited Visual Appeal – Text-based ads lack the creative elements found in display advertising for SaaS companies and other industries.

3. Competitive Bidding – In industries with intense competition, affordable PPC strategies for startups may be difficult to implement.

When to Use Display Ads vs. Search Ads

Choose Display Ads If:

• Your primary goal is brand awareness.

• You want to use retargeting with display ads to stay top-of-mind for potential customers.

• Your business has a visual product, such as fashion, travel, or interior design.

Choose Search Ads If:

• You need immediate conversions.

• Your customers are actively searching for services like search vs. display ads in the healthcare industry.

• You are targeting local searches using best search ad strategies for local businesses.

How B&E 50 Can Help You Choose the Right Ad Format

At B&E 50, we understand the complexities of digital advertising and can help you craft a Google Ads strategy that aligns with your goals. Whether you need to improve CTR on display ads, develop an affordable PPC strategy for startups, or decide between display ads vs. search ads for small businesses, our expert team ensures your campaigns deliver optimal results.

FAQs

1. What is the main difference between display ads and search ads?

Display ads appear on websites and social platforms, using visuals to capture attention. Search ads appear in search results when users enter relevant queries, making them more intent-driven.

2. Which ad format is more cost-effective for small businesses?

Search ads tend to have a higher conversion rate but can be expensive. Display ads are cost-effective for brand awareness, making them ideal for small businesses with limited budgets.

3. How can I improve CTR on display ads?

Using engaging visuals, compelling headlines, and retargeting with display ads can significantly boost click-through rates.

4. Can I use both search and display ads together?

Yes, a Google Ads strategy combining both formats can enhance visibility, attract new leads, and re-engage previous visitors.

5. How does B&E 50 help businesses with PPC advertising?

B&E 50 offers tailored PPC bid strategies, campaign management, and ad optimisation to help businesses achieve high-converting ad types while maximising their return on investment.