The main difference between Google Display Ads and Google Search Ads is the way they are shown to users and the intent of the user at the time the ad is displayed.

Google Display Ads are shown on websites and apps that are part of the Google Display Network (GDN). These ads can include rich media such as images, videos, and interactive elements, and they are typically shown to users who are not actively searching for a specific product or service. The main goal of display ads is often to increase brand awareness and reach new customers.

Google Search Ads, on the other hand, are shown to users when they perform a search on Google using specific keywords or phrases. These ads are typically more targeted and relevant to the user, as they are shown in response to a specific search query. The main goal of search ads is often to drive direct conversions, as users are more likely to be engaged and ready to take action when they are actively searching for something.

Google Display Ads:

• Pros:

  • Can reach a large audience, as they are displayed on websites and apps that are part of the Google Display Network (GDN).
  • Can be targeted to specific demographics and interests.
  • Can include rich media such as images, videos, and interactive elements.
  • Can be used to increase brand awareness and reach new customers.

• Cons:

  • May not be as effective at driving direct conversions as search ads, as they are typically shown to users who are not actively searching for a specific product or service.
  • Can be more expensive than search ads, as the cost is often based on the number of impressions (i.e., the number of times the ad is displayed) rather than clicks.
  • May have lower click-through rates (CTR) than search ads, as users may not be as engaged with the ad when it is shown on a website or app.

Google Search Ads:

• Pros:

  • Can be very effective at driving direct conversions, as they are shown to users who are actively searching for a specific product or service.
  • Can be targeted to specific keywords and phrases, which can help increase the relevance of the ad to the user.
  • Can have higher CTRs than display ads, as users are more likely to be engaged when they are actively searching for something.
  • Can be more cost-effective than display ads, as the cost is often based on the number of clicks rather than impressions.

• Cons:

  • May not be as effective at increasing brand awareness or reaching new customers, as they are only shown to users who are actively searching for a specific product or service.
  • May not be suitable for all types of businesses, as they rely on users actively searching for specific keywords or phrases.
  • Can be more competitive and expensive for popular or highly-searched keywords.

In the current economic environment, where advertising budgets may be limited, I highly recommend considering Google Search Ads. These ads tend to have a higher click-through rate and allow you to target individuals who are actively searching for your product or service.

Francis Waithaka is the founder and lead trainer at Digital4Africa, a company specializing in technology and digital advertising. With over two decades of experience in the field, Francis is an expert in helping businesses and organizations navigate the ever-changing world of digital marketing and technology.