The Google Display Network is a collection of over 2 million Google partner sites that include not only YouTube but also news, blogs, e-commerce, sports, health and wellness sites, and many many more. Essentially, this means that your ads will be able to appear on over 90% of the internet! That’s a lot of potential customers viewing your ad!
With Google Display Ads you have the option to get creative with visual ads instead of relying on plain text ads like Google Search Ads. This will help your ads stand out from the competition. In addition, you can target your Display Ads on the network in a few different ways like target audiences, content targeting, or placement targeting.
As you can see, Display Ads offer a ton of flexibility and allow you to get in front of customers with the same interests.
Here are three benefits to using Display Ads vs. Google Search Ads.
- Google Display Ads have a more affordable cost-per-click than paid search ads
- Google Display Ads offer more impressions + more compelling messaging than paid search ads
- Google Display Ads allow you to reach your website visitors that haven’t converted yet through remarketing
Who doesn’t want to save money, right? To put the price into perspective, Display Ad campaigns have an average cost-per-click of $0.67 and average cost-per-thousand impressions of $3.12. Whereas Google Search Ads have an average cost-per-click of $2.32 and average cost-per-thousand impressions of $38.40.
Using these averages, if you run a Display Ad campaign that receives 100 clicks your total spend will be $67. But a Search Ad campaign that receives 100 clicks will total $232. The Display Ad campaign in this example saves you $165, all while reaching more potential customers than a traditional search ad.
Display Ads casually appear when potential customers are watching YouTube videos or browsing websites. However, Search Ads appear when someone is actively looking for your product.
Because Display Ads appear casually they have the potential to reach more people. They also allow you to create ads that can contain images, videos, or animated elements. So get as creative as you want and sit back while your ads do their magic!
You have likely had a potential customer land on your website but not convert right away. When this happens you can use Google Display Ads to create remarketing ads that intentionally target undecided customers.
Over time these strategic ads will help encourage people that previously visited your site to return and take the next steps.
Which will you choose: display or search ads?
Both ad formats have different benefits depending on your goals. Google Display Ads are an excellent way to reach more potential customers at an affordable price. Another great option is implementing both Display and Search ads to see what works best for your business.
If you’re struggling to rank higher in Google’s search results, or need help optimizing your Google Ads, schedule a time to speak with us. We’ve helped 100s of businesses improve their online presence and we’d love to work with you to do the same.