Google Search Ads vs Display Advertising
The main difference between Google search vs display ads is that search ads are a form of "pull" advertising while display ads are "push' advertising. Meaning, 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 various targeting parameters.
For example, by placing this ad for a home services company on websites visited by specific target homeowners in a specific market area; it is more likely you can match your service or products with the needs of a specific audience.
Target demographics of consumers that will see your ad:
Google encourages advertisers to set up both search and display campaigns, as this will provide the most reach. The main reason to use display ‘push’ type of advertising is to reach niche markets.
Part of the reason display ads successfully drive brand awareness and new leads is because historically they are generally found on sites where potential customers are already spending their time. In addition, Next Leads 360 refines general display advertising by serving your ads to only households who meet your target audience demographics.
This means you can easily cater to your niche audience with interest-targeted ads and/or contextual ads