GOOGLE SEARCH ADS VS DISPLAY ADS

Almost everyone has interacted with Google at one time or another. Either through Gmail, YouTube or even Google Docs, while at work. Google has morphed into a technical juggernaut that we have come to depend on for much of our daily activities. However, there is a division of Google that the ordinary Joe Schmoe might not be privy to. Their advertising division. More precisely, the Google Display Network(for display advertising), and Google ads(for search ads). Every SME or MSME entrepreneur needs to be privy to these two forms of advertising because they are low-cost, high-return alternatives to conventional advertising such as TV or print.

Unlike traditional media, which targets a diverse group of clients who might not necessarily be interested in the product. Google search and display ads use your ad specifications to target a specific demographic. For instance, if you sell electronics, then Google is more likely to place your ad, to prospective clients who use, or visit pages related to electronics.

WHEN IS IT APPROPRIATE TO USE SEARCH OR DISPLAY ADVERTISING?

Think of display ads as a billboard. A billboard might reach a diverse group of potential clients. There is also some thought made into placing the billboard. For instance, the client might want a billboard in a highly affluent area, or next to car dealerships, to target a specific clientele. The same thought also goes into display advertising. For example, if you are an electronics shop. Then your ad might be placed on the electronics page of an e-commerce website. But it doesn't necessarily mean that the users who visit that page want to buy electronics. They might just be casually browsing. Hence the shortcoming of display ads is they don't target users with purchase intent. Therefore, I advise my clients that display ads are mainly for creating brand awareness.

Search ads on the other hand help to target users with intent. If you are actively searching for an electronics shop in Nairobi. Then you are more than likely to buy electronics than someone reading an electronics review blog. I prefer search ads because they do everything display ads do and much more. Display ads might be more visually appealing. Hence, you can use them when launching new products or when pushing a particular product line, especially if the products you sell are tangible, like mobile phones or laptops. But when you are trying to generate leads, search ads are your go-to.