display ads vs search ads

Published on: February 2 2023 by pipiads

Search vs Display Ads - Does Display Even Work?

we all know, when you think of Google, you think of search and going to Google and typing something in to trigger a search, to trigger adverts. but what about the Display Network? what about banner ads on the Display Network? we already know what Gary Vee thinks about banners on the Display Network. but is he right? because in this video we're gonna break down the advantages and disadvantages of this search and display networks, because of course, they're two completely separate modes of marketing, even though they're managed within Google Ads. so we're gonna break down why you should use the Display Network, why you should use the search Network, the difference between the two and the strategy you should use for your business when leveraging both of these systems. coming up [Music]. hey guys, Darren Taylor of the big marketer, calm here, and my job is to make you a better market. so now, if you're new to the channel, I'm Darren Taylor, a digital marketing trainer and consultant. I specialize in PPC and SEO, so that sounds of something of interest to you. you should consider subscribing to the channel and in this video we are looking at the Display Network versus the search Network and understanding how both of these networks on Google Ads can play a part in your overall campaign success. let's briefly look at the difference between the two networks. of course, when you think of Google, you think of search search advertising on the Google search network involves you advertising directly on the search results by bidding on keywords and appearing. the search is when somebody triggers your ads with this search and it can click through to your website and convert. and on the other side of the coin, you have the Display Network, where you don't target the search results at all. all you do is try to target the demographic of the person using their internet browser and going across different websites across the net and trying to match up that intent of the user and the demographic of the user with your business's advert, so matching the two together. so if you're targeting, for example, people who need an accountant, you might want to target business pages as an example. well, when comparing the two, let's take a look at search as the first example. now we know the advantages of the search network. you appear in the right place at the right time, at the very moment somebody is looking for your services, which is fantastik. it's a great way to advertise because, of course, you're hitting the user exactly at the right moment. but here's something. have you ever thought that the same advantage of the search network is also a disadvantage of the search network? because, of course, if you're targeting people only when they're looking for your services, you're only targeting their very small number of people who need your services and are actively looking. there is a whole segment out there of people who need your services and products but I've never heard of you and aren't actively looking just yet, but there will in the future. and that's where display can come in, because you can reach a huge number of people really cheaply and that Reach is going to help you get your brand in front of the right potential audience so they know who you are when it comes to the time they want to buy your products and services, which is a really important part of funnel marketing. I'm sure you guys have see the sales and marketing funnel before. it's on screen now, so you know where display sits within the funnel. search is right at the bottom, where people are ready to buy and ready to convert. display of further up the funnel, where people aren't quite ready to buy but they are still in the market. there's still people who will buy from you in the future and they are an ideal customer for your business, so you can't ignore that customer segment. so that is where display comes in. oh, and, if you like what you're hearing so far, don't forget to subscribe down below. hit the like button as well if you enjoy what you're hearing so far, and let me know in the comments if you're considering using the Display Network in your campaigns on Google Ads. I reply to pretty much every comment I get, so hit me up down below. let's look at two very different types of business, and this will explain why display versus search isn't as straightforward as it sounds. search doesn't always win. say, for example, you're an accounting firm and you're an accountancy business looking for businesses to sign up with you to hire you as their accountant. in this scenario, it makes a lot of sense to sync your money into search advertising because, of course, people looking for your services can sign up and you can bring people on as new clients. it's perfect for that because there are people looking for accountants. people are looking online for accountants. the demand is there. but what about a business where the demand isn't there? what if your business is a games business? what if you are an app builder for gaming and gaming is your industry that you're in. well, that's a whole different story. all together. you would look at your marketing strategy and say: we need to reach a ton of people to make them aware of this really cool game. we want to highlight its features and benefits and how exciting it is to play instantly to the user. and reach as many mobile users as possible. people aren't going to Google and typing in bio mobile gamers. well, they are, but why would they buy your game? they haven't even seen anything about it. the cost of clicks is gonna be really expensive and it's unlikely they'll download your app and then obviously spend money in your app. so in this instance, I would advise they stik their money into display or social media advertising. now, if you're looking at displayed versus search on Google only then, if you're looking at Google budgets, I would put all of the Google budgets into the Display Network, because then you could reach a vast amount of people. you can showcase your product visually as well, which is important, because, of course, when you look at a product like a game, you need to have it visual, and of course, the search network has text ads and they aren't very visual, so it doesn't make sense to use that as your primary marketing channel. however, there's still a case to be made. if your business relies mostly on search and search is a primary Avenue for your business, there's no reason you shouldn't test display, especially in the recent times that we're in. if you're toking about display of old, of years ago, then it's not very sophistikated and there's a ton of money being wasted on display. there's even a ton of money being wasted on display now. however, Google have got more sophistikated targeting, for example, in market audiences, where Google could leverage data points of a user to judge whether or not they're in the market to buy a specific product or service, and this actually works really well and it can definitely help you reach a wider audience of people who are nearly ready to buy. and when you layer that with your overall marketing campaign and your search campaign, it can be a very good Avenue for you to generate more leads and sales. so I think this lay advertising is worth test under one condition, and that is you don't just use a last click attribution model if you're not sure what attribution modeling is. it's essentially giving credit to different clicks for our user journey. so if your user maybe takes ten clicks to reach their end goal of buying your product or service across multiple different channels like social media, Facebook, Twitter, search, organic search, paid search. all of the channels and all of the clicks an individual user takes across that journey should all count towards the journey of the sale, and the attribution model you choose depends on your business and the behavior of your users. now, luckily, Google Analytiks has put in place a new attribution modeling tool that you should be checking out. in fact, I might make a video on this tool just so people understand how to use.

Table of Contents About display ads vs search ads

Difference Between Search And Display Ads | Adwords Search vs Display
Search advertising vs. display advertising
Is It Better to Run Display Ads or Search Ads?
Search Ads vs Display Ads - What Is the Difference between Google Search Network & Display Network?
Google Ads | Display Ads vs Search Ads
Google Search Ads vs Display Ads: When to Use Each to Get the Best ROI

Difference Between Search And Display Ads | Adwords Search vs Display

Today we're going to cover something that confuses a lot of people when they're trying to learn Google Ads and what it is. We're going to tok about the search network versus the display network. We're going to show you what they are and show you some actual examples. so let's get started. Hi, Mike Mancini, with PPCVideoTrainingcom. Today's the next video in our PPC Q&A session. What is the difference between the search network and the display network? Let's hop right in and show you some examples. Let's start at Googlecom. If we search for an electrician, this is the search network. what you see right here that comes up with these little green boxes that say ad. We have one, two of them here, and then down at the bottom, we have three more. That's the Google search network. When somebody is doing an actual search for an answer, that's when you're going to see the ads. You will also see these ads on what are called Google search partners. They're non-Google websites that have said: "You know what, Google, We are willing to put your ads on our website and if somebody clicks on one of those ads while they're on our website, we're going to share the revenue". So the display network is a collection of websites, including Google specific websites like Google, Finance, Gmail, Blogger and YouTube, and these websites show ads, but these are usually like visual ads, or what we call display ads. Now, when you ask what websites Google will show them on, there's a ton of them. In fact, there's over 2 million sites and it reaches essentially over 90% of the people on the internet, so your ads can appear across a large collection of websites, mobile apps and video content. Let's show you some examples. If you go to Reddit, These are places where our display ads have been shown over the last year. So if you go on Reddit, you scroll down, you see this Toyota ad, this advertisement right here. This is a Google display ad and this will change probably every time you refresh this. So let's refresh it once and see if the ad changed. Nope, Same ad. Okay, Let's go to a different one. The Zoe Report is like a fashion website and you scroll down and you see Canadian Mist Apple cider. That's another display ad. CinemaBlend: You can see right here, right at the top of the website, Elementor 2.6 Pro. Now, this is a display ad being shown to me because I happened to be looking at this product on their website within probably the last week. so they're retargeting me. This one, Healthline. if you scroll down, GNC has an ad right here And a few others. eBay, right here, Right at the top, GoDaddy- This ad is being shown right here. Now, the thing about these display ads is these are also what we call retargeting ads. a lot of the time, and as you can see when I go back to eBay here, I refreshed it and here is another ad being shown for Elementor because they're retargeting me. So you can see two completely different websites with the same ad being targeted at me And I look refreshed. NDTV: right here- The ad pops up again. Now, if you have a display campaign already running, here's how to see where your ads are showing: Open the campaign, Go down to placements and click on where ads showed. It will pull up all of the different websites. You can see website, mobile applications, YouTube channel, so on and so forth. You can click there and you can click on these and it will take you to the actual site. So you can see the majority of the impressions for this campaign are actually being shown at mailgooglecom, which is essentially Gmail. We're going to be coming up with a whole series of these PPC Q&A sessions, so if you want to see some more. do us a favor: Hit the like button below, subscribe and hit the little bell icon so you'll be notified when we release new videos each and every week. Thanks so much for watching. If you want to see some more videos like this, over to the right-hand side you'll see some more of our PPC Q&A sessions and some other related videos. Thanks so much. See you next time.

Search advertising vs. display advertising

hi, are you ready to delve into the two most popular ways to advertise online? these are search engine marketing and display advertising, and while both can really help your business, they're also pretty different. let's look at how both kind of ads work, where they show up and what they look like, so you can know how to use them best. okay, imagine you've just seen the latest action movie and are feeling inspired to listen to some film critique. you open up a search engine and type in film review podcasts. what does this say about you? well, we can see that you know what you want and that you are actively looking for it. with search engine marketing, advertisers use this insight to reach potential customers, as they are actively looking for something. so people tell search engines what they want online and advertisers bid for their ads to show up in response to the words and phrases that people search for. for example, a person who is actively using a search engine to find podcasts about film reviews is almost definitely a potential customer, and this is the perfect time to tell them about your podcast. display advertising works differently. the person it targets isn't necessarily searching for a business like yours or showing interest in the products or services you offer. the offline equivalent might be billboards or magazine adverts. perhaps people didn't actively seek out your product or service, but you can choose where your billboards are located or the right publications to place your advert in, which can help you get in front of the right kinds of people who might have an interest in your business. in the online world of display advertising, that means finding websites where your potential customers are likely to be spending time or targeting people who have shown specific interests, who the sites they visit or other online behaviors. in our podcast example, your ideal customer is probably reading blogs about films or looking up local cinema listings, so those could be the places to show them your billboard online. here's another difference between search and display, where the ads show up. let's say, someone searches for film review podcasts and your ad appears, but they don't click it. maybe they clicked on one of the other results instead. with search engine marketing, your ad can only show up when people are searching, so when they've left the search engine and are browsing around the web, you can't reach them. with search engine marketing, but with display advertising, your ads can show up on any websites. that's offering advertising space and it means that you can tap into millions of additional websites beyond search engines. display advertising, on the other hand, gives advertisers a lot more creative options: different sizes and formats, images, videos and more. this means there are lots more opportunities to get a potential customers attention. so now you can see how search and display advertising differ, but hopefully you're also getting a sense of how these can work together. grabbing someone's attention with a dazzling display ad is a great way to get on their radar. later on, when they're looking to act or make a purchase, they're likely to head to a search engine. if your ad then appears on their search, they might recognize you and go for the click. to sum up, search and display advertising can both attract new customers, just in different ways. knowing how they work, where ads can be shown and what ad formats are available can help you get the right message in front of the right people, no matter where they are online.

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Is It Better to Run Display Ads or Search Ads?

welcome to another edition of digital marketing 101. i'm solomon timothy. today's question is: is it better to run display ads or search ads? great question, let's get started [Music]. before i can dive into this, i just want to help those that may not know the difference between display ads and search ads. display ads are essentially little banner ad units that you see throughout the websites, right? different websites that you go to, you might see one of these long ones, a horizontal one, a square one, and if you go to weathercom, you go to dictionarycom, you go to youtubecom, you see all types of different sizes banner ad units, and google basically owns that entire market. right? google says they can show ads on 98 of all websites ever. so at the end of the day, you could really reach a massive audience with the google display network. it's practikally cheap. it's really really low cost. if they don't click on your ad, you're not really paying anything. so there's really no cost, but there's really not a lot of intent either. people are just on that page getting a quick read on an artikle and leaving most people ignore them. a lot of ad blockers completely blocked the ad unit from even showing, so it's not the greatest product out there from a digital marketing perspective, but it certainly does miracles, uh, on websites like youtube, right? so there's no way to get on the youtube site without going through the google platform, running an ad, which is a display ad, and then now you'll be able to show your ads on youtube network, which is, again, the largest video site there is on the internet. so surchat, on the other end, is something that we're all familiar with, right? you search for something on your mobile device, your ipad, your desktop, and you'll see four or five ads now and you click on one of them and that has high intent, high click-through rates. people click on them. they don't even know the difference that is an ad versus an organic listing. people just click on ads. i see it every single day. i scroll down and i find the organic listing to make sure that i go to a page that i'm looking for because, being a marketer, we know that the ads are going to take me to a landing page. it's a lead generation mechanism. so, for a marketer, great place, right, high intent and you're going to get a lead. if you have limited budget, i would put all of my budget into a search app, because literally, there will be more searches than what your budget allow, right? there's more people looking for your product and services than any budget that you put on the google search network. it's the fact. there's always more searches, more people looking for. you can expand your keywords, you can make it run 24 hours a day, you can go for competitive search names. so there will always be more searches than your budget allows. so if i had five thousand or fifty thousand dollars, i'll put all my budget into a search act. but let's tok more about the type of ads that you can run that are not search apps, right? what would i do if i wanted to target people that are interested in the niche that i'm in? right, they're interested in whatever the industry that i'm actually in. how will i get them to see my brand? because display ad does an amazing job from a branding perspective. you get to control the creative. you get to control the, the text on it. you get the control. maybe it's an html5 unit. you know there's some movements. it's like an animated ad. people like that and they see the same ad over and over. they're gonna get drawn to where my brand and, of course, they'll search for my company. well, if i had a budget to serve ads that are not search ads, i would probably opt in for facebook ads today. well, the reason i would say that is in the facebook world. the targeting is amazing. facebook knows everything about you and i more than we can imagine, right? so facebook is going to give me far more ability to target that user and if i really wanted to show them a video, if i want to show them a character line, if i want to show them long form ad copy, anything i could do i will be able to do in the facebook ad platform with a lower cost per click and way more targeting abilities. if i wanted to do something that is so hyper niche, i wouldn't be able to do that on the display network with the same amount of cost effective ratio as i would be able to do on the facebook platform. right, just the fact, if i had five thousand dollars to spend and it was more for a branding engagement, i'm probably going to be able to do far more custom targeting and i'm going to get a way lower cost per click today as of this video on the facebook platform. just that, facebook knows everything about you and i and knows our behavior, knows our interests. you know our friends. facebook knows more about us, uh, personally- than google might and, at the end of the day, if you can target based on that and if there's so much more engagement on the ad, because we're inside a closed network, you're just scrolling down and seeing post after post and i'm going to get a lot of my interest and my time and there's really no way to get rid of the ad because, at the end of the day, that's how the platform works. i will be able to get in front of the people that are- you know, my audience, right, and so google display network. it has very little click-through rate, but it's still a great product from a branding perspective and it has an unbelievable reach, right, because google's been in this game forever. so google's going to give you the reach, but the effectiveness of the ads and what you're spending, you're probably going to see a better roi from the facebook platform. so you do have to manage two platforms, so you need to have a budget for each. you need to optimize both. it is going to make things difficult, but facebook does a really good job in targeting and much better job in getting better click-through rates if the ad is effective and you're showing to the right person. they're interested in what you have to offer. they're going to click on it. they're going to engage with your brand. it's going to be a much lower cost per click, right? so, whereas display, you might get millions of impressions, you get very little click-through rate. cost seems a lot more higher than antikipated because google is a cost per click game. they have to pay for every impression that nobody clicked on. so, long story short, the cost per click is going to be much more and i might not see as much conversions from the google display network that i might from facebook. in the grand scheme of things, if you can afford to manage both and have budget for both, do both. if not, if you really want to focus on high intent searches, just focus your attention on getting people to your website using search ads and then, down the line, work on a retargeting strategy, a remarketing strategy, using both google and facebook. retargeting- all right. so this is a very complicated question. do i spend more money on branding? do i spend more money on search hats? getting people that are extremely interested in my products and service? right now it's difficult. it really depends on your goals on return on investment that you're looking for. is it more of a branding that you're looking to do or is it more of lead generation, customer acquisition, right now? right like: do we need the phone ringing right now? then, whether you're doing facebook ads or or display ads, it's probably not going to give you immediate results, like somebody's searching for a solution and they need a solution today, right or tomorrow or next week. thank you so much for watching. i hope this video has been helpful in helping you figure out what to do and what scenarios, and if you have more questions, i want you to leave it in the comment section. consider subscribing to this channel. give me a like and i would love to have a follow-up. my job here is to answer questions to all the different questions that we get every single day. right, we get tons of questions like this. i always tell my, my clients: there's no back questions. no dumb question, beca.

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Search Ads vs Display Ads - What Is the Difference between Google Search Network & Display Network?

what is the difference between search and display ads? for google ads are there two different networks completely, and you shouldn't be running the same campaign on the search as well as display, because the metrics are completely different is going to make things very difficult for you to understand the data. what i would recommend is you run a search campaign separately and a display campaign separately. so let's look at the search campaign and how we separate this out. we go into our account, go to campaigns- new campaign- and you select a goal. i'll say let's select our leads and you've got the choice over here. so search campaign is when somebody goes on google and searches for something, something like this. so when i go to google and search for a product or a service, the shopping ad came up over here and a couple of ads popped up on here. that is the search campaign. the display campaigns are these ones where you go to websites like huffington post, new york times, espn, bbc, and you see all these ads- banner ads as well as text ads, pop-up, as well as on youtube. when you see these banner ads or video- in-stream video ads which play before your video starts, these are on the display network. hence i said earlier on that. they are completely two different networks and you must always keep it separate. now you must be thinking: why am i saying that i keep it separate when i'm selecting a campaign type over here? so if i select search, that does not mean that it will not show up on on google. so if i just select um, this is why what i meant when you are running a search campaign, you must uncheck this box because otherwise your ads are also going to run on the display network. although they will say easy way to get additional conversions at similar or lower cost than search with unused searched budget, what you will find is most of the budget is going to be spent over here and you probably will not get the same conversions at similar or lower cost than the search network, although the search network is expensive than the display network. what i found is when i do run campaigns on display network, i run them separately and with a different funnel where we need to do a fair bit of remarketing as well, because there's no intent. that is the biggest difference between these two. you've got to understand this network. why would the conversion rate be a lot higher on surge? because when we have a problem, a pain or in emergency, we go to google and search for the plumber or the carpenter or the car insurance and whatnot, whereas on the display network we're going there for education, entertainment, browsing. we're not going to these websites or blogs to partikularly search for something. we're just there to browse and, just like reading a magazine, you will see ads in there. you stumble upon a brand or a product, and the same thing applies over here on the display network. you need multiple touch points before somebody will consider you or your business to and click on your ads, whereas on the search campaign, if you have got a, a, a leaking tap and you need a plumber, you are not going to be phoning 20 different plumbers to get the best price. you will just want somebody who is reasonable and who can come to your home or to your office as quickly as possible, whereas on the display network is the complete opposite. so this is why i said you should never put these two together in the same campaign. always, always, always uncheck this, because this is checked as a default when you're setting up these campaigns. that's how you want to keep it. you.

Google Ads | Display Ads vs Search Ads

hi there we're going to tok about the difference between display ads and search ads. so these are two different kinds of ads that we can run through the google ads platform and display ads. these are often called banner ads or just digital banner ads. so here i am on espncom and we can see right here on the right side of the screen there's an ad for disney plus, espn plus and hulu that's running here on espncom and the same thing, just a different format is up here toward the top of the page. so this is a display ad. here's another example from trib livecom: uh, continental tires ad over here. so when these ads are being served to me, um, they're actually the person who's placing these ads. they're looking for someone who kind of hits my demographic or things that i'm interested in, and the reason that the ads are shown here is because i happen to be a match for, however, they've set up their targeting. if someone who is not hitting those same audience targeting criteria shows up, there will be a different ad here and the way that those ads are placed. we'll see google ads as one of the biggest platforms that's used to place those ads. the other big kind of ad format that we should tok about is a search ad. so a search ad is that something that shows up as soon as someone types in a search query into google search. so we typed in here: sas software for mid-size business. we can see this: sascom, sas software, analytiks software and solutions. this is an ad. so this tiny little black font right here, that's an ad. if we click this, we are going to basically cost this advertiser some money. um, it's really going to be a function of what they're willing to bid for. that ad, excuse me, for that keyword, that specific search term, and the market for those keywords is going to all be different, based on how competitive competitive it is, which is going to be based on how valuable a lead is essentially and how many other competitors are in the space. so those are the difference between search ads and display ads. for a search ad like this, advertisers pay every time the ad is clicked. it's really going to depend again on the specific keyword or search term. it might be as low as 50 cents, might be as much as 10 bucks or even more than that, which is crazy. um, which is why keyword bidding, you really need to have a pretty good plan and you're really focused on targeting people who are at what we call the bottom of the funnel, the bottom of their marketing funnel. they've done research, they're ready to convert somebody like me. i've decided theoretikally, i'm in, i'm interested in sas, software for mid-sized business, um, and as i wrap up my research, there's a chance: if i kick, click one of these ads, i'll convert and turn it into money. yeah, we can see down here- this is the first result- that actually does not have a paid ad in front of it, so this is free, whereas most of the real estate we can see at the top of the screen for this keyword is taken up by the paid ads. so, again, paid search ads like this. you pay for the click for a display ad which, might i mean that's going to cost a fraction of a cent. a display ad, you pay every time it renders on the page, and that's called impression-based pricing. every time there's an impression, every time someone could see it, you're paying, whereas if we hadn't clicked on this advertiser's ad, we wouldn't have charged them any money. it's the cost is incurred only on the click, which is why this is called ppc advertising, which stands for pay-per-click. you pay on each click, all right. so let's look briefly at the google ads platform. here is a display campaign that i am running for my business, and i wrote an artikle earlier this year about something that's called button click tracking. so button click tracking is, say, one of the more complicated things you can set up in a digital analytiks infrastructure. you can kind of get more insight about what actions people are taking on your website. so i wrote this blog artikle that details how a digital marketer can set up button click tracking on their website, and i've notiked that it's getting a lot of traction. people are finding it from organic search and some of those people who are finding it there then end up, they come back and they potentially are interested in digital marketing training or some kind of consulting package which i'm happy to tok to them about. so my plan is to just um get more people to come to this page and then figure out um of the people who are spending a lot of time reading this page. could those potentially be future customers? so i'm running a display campaign. i'll take a look, show you what it looks like. we're in the google ads interface right now and i'm running some display ads that when someone clicks on them, they'll go over to that page that we're just looking at on our website. okay, so we set up some different headlines and load in some images. there's different ways to build display ads, but one of them is is this: it's called a responsive display ad and we can see, basically give google the ability to build those ads on our, on our behalf, dynamically. so here's an example of what some of the ads will look like. this could get shown to people on the internet and the specific people that they get shown to are people that we determine in our targeting. so our targeting two big things that we should look at are our location and also the audiences that we are interested in. so if we look at locations, we can see for the month here- month of may month- to date- there's three different geographies that we're targeting. one is 120 mile radius around where i'm based. then also targeting two markets that i'm interested in- los angeles and new york- and we can see overall performance in those markets in terms of number of clicks, number of impressions, remember, and a click is someone. actually you know they click. they went to the web page that i want them to go. an impression is: did the ad show up on the page. we can see other metrics as well. and then the audiences. the audiences are the specific people that i've decided, um, that i want to be targeting, and these are things that we can use the google ads platform to set up. so i'm targeting people. this is called a similar audience, so i'm able to build, basically form a model of the, the standard representation of who is on my website, and then use google ads to build another similar audience- people that look like that but they haven't been to my website- and target those people. same thing here. i can target people that are interested in seo and sem services. that's really what this is and that's something that google calls an in-market audience and, based on google's data and those individuals browsing history, google believes that they are in the market for these services. so i'm able to reach them- people that are interested in seo analytiks. so the moral of the story is: this is the platform that you can use to, kind of, even though those people at that moment aren't searching for something like a, like a search ad, in the past they've expressed that kind of intent, so i'm able to isolate those people and when they are on espncom or trib live or cnncom or fox news or wherever they are able to show them those display ads and try to get them to click through to to my site. so that is the difference between display ads and search ads, both of which are eligible to show in the google ads platform. and finally, here's just one more example. this is another client that we advertise on behalf of. this is their spend month to date and we can see for them. we're actually not doing any display ads, but we are currently running five different, five different search ads, search ad campaigns. in each of these search ad campaigns we can have different geographic targets for that, different daily budgets, all sorts of different metrics. all of them have different keywords, for example. so we looked at those keywords before: and um for the mid-size, for sas software, for mid-sized businesses, um, so every single one of the keywords that are in all of

Google Search Ads vs Display Ads: When to Use Each to Get the Best ROI

when you don't get to Google ads platform. you have lots of traffic types within that right. like most people, when you say Google ads, you just think of search, but just I mean search alone. you have shopping, which is own other element right. but today I'm going to tok about two of the main traffic types that Google has, which are search and display. now, I know display gets a bad rap. a lot of people say, no, the traffic is bad, so on and so forth. but there are people killing it on Google display, the issue being that you have to know when and what type of product it makes the most sense. for now, nine out of 10 times, if you ask me, I want to run a campaign on Google. what should I start with? I'm usually going to say Google search ads, but let me delve into the specifics as to in what situations I would pick Google search ads. Google search ads really comes in handy when you have something that demands attention right away. let's just say, for example, I have frozen pipes where I'm going to look for it. I'm going to look for it, right, I need to speak with someone to fix my pipes right away. so Google search ads is ideal for that type of thing as opposed to this play. if you have an Ecom shop, nine out of 10 times you're going to use Google search ads in conjunction. you're probably going to want to focus on shopping ads as well, but Google search ads is going to come in very handy, especially when you have brand searches: brand searches for your own type of store and brand searches regarding your product. if you're a third-party seller- for, let's just say, I am selling something from General Electric, putting that applying General Electric Appliance- you can bid on those keyword terms. while the volume may not be very high, usually the return is very high. in those type of situations, when you have lots of search volume, it just makes all the sense in the world for using Google search ads because, remember, you're capturing the man that already exists. all you have to do is structure your campaigns in a way, or bid on campaigns that a little bit lower in the funnel, as opposed to just that keyword. have something describing that keyword: best keyword, or keyword for sale, or very specific type of keyword: keyword for kids, keyword for women, keyword for men, keyword for artists, whatever it is that you're looking for. once you're structuring things of that nature when you have lots of search volume. that's when it makes the most sense to focus on keyword search. sorry about the interruption, but if you're someone that already has a funnel and you know you want to skill it, we're toking about 1K a day, a couple hundred a day, and you want to take it to 10K a day, then click on a link. what can you expect? if you click on link, you're going to tok, to one of our consultants and we're going to see what makes sense for you. if you're someone that is a do-it-yourselfer and you want to learn a system, get on our weekly calls, learn how we come up with creatives angles, how we do our targeting, how we scale, how we get clients to spending 30- 40K a day- hey, you want to give that information to your media buyer. feel free and ask about a course. however, that's not going to happen unless you click on the link. so make sure you do that. it's totally free. but this is if you're willing to scale and you already know that you have stuff that works. now back to the video I had. and when you have something more Niche- and when I think of Niche I'm thinking more like B2B. you know it's very hard to Target something that's B2B on display. not that it's impossible- it's possible, but it's very hard as opposed to when you're doing Google search, you can be very specific as to what you're looking for. so let's just say I'm looking for coaching for artists, coaching for Ecom agencies. when someone looks for that, you're gonna show up, your ad is going to be there, so your conversion rates and everything is going to be higher. now what's the downside? the downside is usually something as specific as that research volume is not as hot, and that's when, when you have the low search volume topics or things that people aren't really searching for, that there's not really that much demand for and you're trying to increase the demand. that's when this play comes into play. so now I want to tok about a little bit about who display. Google display is, in essence. most of the websites on the web have one way, shape or form some of their inventory where they're showing ads, where you see Google AdSense. and if you're not sure, next time you're on a new site of any and you see an ad, go click on the right corner, top right corner, and I believe if you right click on it, it'll tell you where the ad is coming from and more times than not, while Google is not the only inventory for display inventory, it is one of the biggest and it's out there all the time. A lot of times people will tok about display. the first thing they say is retarget. and, yes, it works well for retargeting. whether it's Ecom, lead gem, whatever it is that you have going on. you want to do some type of retargeting for Google display. you really want to start with something that's lower funnel. uh, maybe someone that abandoned a cart, maybe someone that spent x amount of time on your lead form, maybe someone that filled out a lead but didn't buy, you know things of that nature, something that's likely to convert someone that needs a repetitive message, ideally not saying the same type of message you had in your search campaign, but just reminding them, showing them testimonials, more benefits, a special sale, something creating urgency, scarcity, whatever it is to bring that person back. if you look the next level, aside from retargeting, which is the obvious thing, you have this play to code their audiences. so let's just say your Google search campaigns are all maxed out if you have a low tiket Ecom product- and by low tiket I mean something lower than 100 or less- or if you're doing lead gen, cold display could work well. so let's just say you're maxed out on all your search campaigns. now you can start playing with display and showing up. the beauty of this play is you can have contextual targeting. you can have behavioral targeting. contextual targeting is, in essence, deciding: hey, I want to show up on sites that are relevant to my type of audience. let's just say you're selling baseball bats. if you're selling baseball bats and you're selling them for this is it? imagine that they're less than a hundred dollars. then you can start promoting a Google display campaign for baseball bats. you can focus, say, Okay, I want to show up on sites that just tok about baseball. how you target those sites? you have keyword topic targeting. that's placement targeting, the point of this video. we'll get into more depth video about that down the road. but you can Target those type of sites and it just makes sense, right? because someone that's reading about how to improve their swing, how to throw the ball better, throw the ball farther, any type of exercises, you're going to see baseball equipment. let's just not limit ourselves to bats. and then we're like, okay, that makes sense, I want to buy. go to this Ecom store that is selling. you want something that has a large audience, that's something that's going to appeal to everybody. so a lot of niches, if it's. you've heard these niches before: health, wealth, relationships. everybody wants to make more money, save money. everybody wants to feel better about themselves, whether it's losing weight, whether it's some type of medical condition. that's very common, even though Google is putting more restrictions on health and advertising. but when I say health, it can make you feel better. it could be some type of thing to make you lose weight, sometimes of supplement to make you increase your focus, things of that nature. right, it doesn't have to necessarily be something that, hey, let me cure this disease. you also have relationships, dating, meeting people, how do I become a better person, more attractive, so on and so forth. I would add a fourth thing, which is like Hobbies: the.