Why Understanding Campaign Types Matters
Google Ads offers multiple campaign types, each serving a different purpose in a business’s advertising efforts. A common mistake that advertisers run into is that they treat all campaign types the same, which could lead to poor results. It is important to understand what each campaign type does and how to measure its success.
The two campaign types that we are going to go over are Search and Display, which serve very different purposes in your Google Advertising efforts. Understanding the difference between these two campaign types will help businesses save money and improve ROI.
What Is a Search Campaign?
A Search campaign is compiled of ad groups that house relevant keywords that tie to specific text-based ads. These text-based ads appear on Google search results when users type in specific queries that can trigger the ads that have been created. These queries tie back to the keywords that are bid on and are intent-based advertising.
An example of this is a user searching for “best tennis racquet,” and an ad for a tennis equipment store shows in their search results. Search campaigns are best for capturing high-intent audiences that are ready to buy a product or book a service.
What Is a Display Campaign?
A Display campaign is made up of visual images or videos that appear across Google’s Display Network, which includes websites, YouTube, and apps. Advertisers will create images and videos to serve across these channels and target based on interests, demographics, or remarketing lists.
An example of this is if a user sees a tennis racquet ad after visiting Wilson’s website and looking at tennis rackets. Display campaigns are best used for building brand awareness and staying top of mind.
Key Differences Between Search and Display Campaigns
| Feature | Search Campaigns | Display Campaigns |
| Ad Format | Text Ads | Text, Images & Videos |
| User Intent | Active Searchers | Passive Browsers |
| Targeting | Keywords | Audiences & Placements |
| Goal | Conversions & Sales | Awareness & Engagement |
| CPC | Higher (Competitive Keywords) | Lower (Broader Reach) |
| Performance Tracking | Direct Conversions | Direct & View-Through Conversions |
When to Use Search vs. Display Campaigns
Search campaigns are used when businesses want leads or sales quickly. Your audience is actively looking for your product or service, and Search campaigns will show them relevant ads to get them to convert. Display campaigns can be used for building awareness or remarketing to existing customers to purchase or engage again. The image and video ads that are pushed out to users will keep a business top of mind or introduce a user to a new brand.
Pushing the correct campaign type is important for what a business’s goals are and what they deem as success from their advertising efforts. These campaign types work great together to target passive browsers and high-intent users.
Hot tip: Be careful, Google Search campaigns have a setting where you can also opt into Display campaigns – don’t mix the two!
How to Measure Success
Success looks different for each campaign type that Google has to offer, and it can be measured in a number of ways. For Search campaigns, key metrics to look at for success include CTR (Click-Through-Rate), Conversions, Conversion value, and Cost Per Conversion.
For Display campaigns, the key metrics of success are Impressions, Reach, View-Through Conversions, and Engagement. As advertisers, using attribution to understand how Display assists Search conversion is crucial for the success of your efforts.
Final Thoughts
In the end, both Search and Display campaigns are powerful when used and measured in the correct way. Advertisers should audit their current Google Ads campaign structure and align their campaign types with their marketing goals.
