Search network ads are best for capturing intent while Display ads are to build awareness.

Search ads are best when you want to capture intent.

If you want the best return on investment from your search ads, you need to focus on searcher intent.

Let's put it this way, your car broke in the middle of the road, you do not have insurance or a road assistance service that you know, and you need your car fixed right away.

Then you go to google to find car repair.

You couldn’t wait to see a display network ad.

You go to Google and search for a car repair.

That’s where the search networks excel.

It thrives on direct, intent-based searches.

People who are browsing websites and seeing display network ads aren’t actively searching for a product or service.

Otherwise, they would be using the search network.

This means that the intent and desire to shop and purchase isn’t there.

Display visitors start at the awareness stage.

The display network works to create demand rather than answer demand like the search network.

You reach users on the display network when they are browsing different sites and forums.

This means that they aren’t actively looking for your product.

Instead, they are researching their options.

They’re seeing what would be the best fit to solve their problem.

This gives you the perfect chance to slide in with a display ad aimed at building awareness.

Since the user likely doesn’t know what they want yet, it’s your job to cultivate that.

Instead of trying to generate sales immediately on the display network, you should focus on offering valuable content that builds awareness.

The search network is one of the most popular options that advertisers choose.

Most will slowly move into display ads after that, largely for remarketing purposes.

Display ads are all about browsing a website or Facebook.

Video ads are all about YouTube.

If you want direct solutions, the search network is your best bet.