Google Search reaches over 5.6 billion impressions a day. If you remember from the first blog of our Google Search series, an impression is the number of times an ad appears on a webpage. Search helps drive sales, leads, or site traffic by getting your business in front of people who are actively searching Google for products or services you offer. Google Search is the page that pulls up immediately upon inserting a question or item into the search bar.
Google Search has three marketing objectives: Leads, sales, and website traffic. Leads boost conversions by encouraging people to take action, sales grow online, in-app, in-person, or over-the-phone sales, and website traffic gets the right people to visit your website.
Google Display Ads
Google Display builds awareness and consideration with memorable, visually engaging ads that reach your audience when they’re online, checking Gmail, or using mobile apps. These ads are banners that scale the top, side, or bottom of a page with advertisements. Google Display is not confined to the Google site like Google Search is. Google Display is also broadcasted on YouTube, Gmail, Blogger, and other Google partner sites. Because of this, Google Display receives more than 24 billion impressions a day, as opposed to Google Search which receives more than 5 billion. Though with nearly 19 billion more impressions, Google Search Ads still receives more clicks per day than Google Display Ads. A reason for the dramatic difference might be that users on Google Search are seeking out something in particular and will turn that click into a conversion. With Google Display, the user is not looking to make a purchase, so the ad does not have as much of a conversion rate as Google Search. Google Display is heavily used by Google remarketing. Google remarketing, through cookies, remembers what and where a user is looking at and advertises that same product through Google Display. This is often successful because of the repetition of the ad and reminding the user of what they were previously interested in.
Google Display Ads offers many benefits. Here are three outlined by Google:
- Reach people in multiple places: Display campaigns can reach people worldwide across 35 million websites and apps and on Google-owned properties (YouTube and Gmail). This allows you to expand your reach beyond just Google Search.
- Build campaigns around your goals: Drive sales, leads, and website traffic or build awareness and consideration for your business, product, or service.
- Designed for ease of use: Display campaigns use AI-powered solutions across targeting, bidding, and formats to reach a new or existing audience. This can help your campaign deliver the best campaign results, friction-free.
Which ad works best for you? Are you wanting immediate conversions with Google Search or are you looking to reach a broader audience with Display Ads? The first step is to determine what your goal is. From there, you can conclude which campaign best suits you and your needs. Still unsure which direction to go? Contact us at Divine Marketing Group, and we will help evaluate your goals and set you on the right path.