Search ads capture people who are looking for you. Display ads reach people who do not yet know they need you. Together they cover the full funnel from awareness to action.
We run both through our Re-marketing & Display service, pairing them with search for full-funnel coverage.
Search ads appear when someone types a query. They are high-intent, high-cost and high-competition. The user is actively looking for a solution, and your ad is the answer.
Display ads appear on websites, apps and videos. They are lower intent but higher reach. The user is not searching, but your brand is in their field of view, building recognition over time.
Use search when you want to capture existing demand. Use display when you want to create demand. Use both when you want to own the full funnel.
| Goal | Use Search | Use Display |
|---|---|---|
| Capture existing demand | Yes | No |
| Build brand awareness | No | Yes |
| Re-engage visitors | Sometimes | Yes |
| Launch a new product | Limited | Yes |
Search and display work best as a pair. Display creates awareness and builds remarketing lists. Search captures the intent that display generates. Remarketing brings back the ones who did not convert.
Remarketing shows ads to people who have already visited your site. Display ads show ads to people who match a demographic or interest profile, regardless of whether they have visited your site. Remarketing is warmer traffic; display is colder.
TPR Media operates from Level 34, 1 Eagle Street, Brisbane City QLD 4000, serving clients across Brisbane and Australia-wide.
TPR Media compares display ads and search ads, explaining when to use each and how to run them together for full-funnel coverage.