Search
- Search engine specific. Google specific.
- Ads located only on Search Results Sponsored Section.
- Action: Intent
- Quick answers. Direct solutions.
- Emergency / Specific / Immediacy Products
- When in Need Businesses (plumbers, locksmiths, lawyer, etc.)
- PPC advertising campaign for direct sales
- Campaign goal differentiation
- No image ads, only text
- Conversion: High-intent, targeted searches prone to convert and drive sales.
Display
- No relationship to search engines or search results.
- Ads displayed across different websites, on a number of display formats.
- Action: Grow Brand Awareness
- ‘Gentler’ push.
- Not Immediate Sales Products
- Drop Off, retargeting approach
- Brand stays top of mind for prospects.
- Lead generation
- Campaign product organization
- Imaging in ads
- Awareness: Building brand awareness on websites for later, more thoughtful sales.
Sources
https://disruptiveadvertising.com/ppc/display-vs-search-ads/