The main difference between search and display ads is that search ads are “pull” advertising while display ads are “push” advertising. This means that search ads only appear to those who are already searching for your product or service, while display ads are paid placements that appear based on a number of targeting parameters.

It’s also worth noting that search and display ads are set up and run through different ad networks – a search network vs a display network. Management of each will be slightly different, as we discuss later.

If your marketing budget is large enough, you may choose to use both display and search ads in your strategy. However, the two aren’t interchangeable, and some campaigns are more suited to one type of ad than the other.

Search Advertising Pros

• Your business has a small marketing budget. Search ads allow more control over who you reach, meaning you won’t waste money on people who aren’t interested.
• You cater to a local market. A site with a worldwide audience won’t be of much value to a potential customer searching for a nearby provider.