1. Search Ads
- Definition:
Search ads are text-based ads that appear on search engine results pages (SERPs) when users actively type in queries related to your products or services. - Key Characteristics:
- Intent-driven: Users are actively searching for something specific.
- Appear at the top or bottom of Google/Bing search results.
- Usually consist of headlines, descriptions, display URLs, and ad extensions.
- When to Use:
- Best for capturing high-intent users who are ready to buy or take action.
- Works well for lead generation, e-commerce, and local businesses.
- Example Scenario:
If someone searches for “best digital marketing agency near me”, your search ad can appear right at the moment of need, driving targeted traffic to your site.
2. Display Ads
- Definition:
Display ads are visual banner ads that appear across websites, apps, and Google’s Display Network (GDN). They typically use images, graphics, or animations to grab attention. - Key Characteristics:
- Focus on brand awareness and visibility rather than immediate conversion.
- Reach users while they browse websites, read blogs, or watch content.
- Can be highly targeted using audience interests, demographics, or remarketing.
- When to Use:
- Ideal for top-of-funnel awareness campaigns.
- Useful for remarketing, reminding users of products they viewed earlier.
- Great for industries where visuals drive engagement (e.g., fashion, travel, lifestyle).
- Example Scenario:
A user reads a blog about “best hiking gear,” and they see your banner ad showcasing hiking boots, keeping your brand top-of-mind.
3. Video Ads
- Definition:
Video ads are engaging, dynamic ads that play before, during, or after video content—commonly seen on YouTube and other video platforms. - Key Characteristics:
- Leverages storytelling through visuals, audio, and motion.
- Can appear as skippable or non-skippable ads, in-stream, or discovery formats.
- Highly engaging and memorable compared to static formats.
- When to Use:
- Best for brand storytelling and product education.
- Useful for launching new products, engaging audiences emotionally, and driving awareness.
- Works well for industries where demonstration is important (e.g., tech, fitness, tutorials).
- Example Scenario:
A fitness brand runs a 15-second ad showing how their new smartwatch tracks workouts, appearing before a YouTube workout video.
Key Differences at a Glance
| Feature | Search Ads | Display Ads | Video Ads |
|---|---|---|---|
| Format | Text-based | Visual (images, banners) | Video-based |
| User Intent | High (users are actively searching) | Medium/Low (passive browsing) | Medium (engagement + awareness) |
| Best For | Conversions, leads, direct sales | Brand awareness, remarketing | Storytelling, product demonstrations |
| Placement | Search results (Google/Bing, etc.) | Websites, apps (Display Network) | YouTube, video platforms |
✅ In summary:
- Search ads = Capture demand at the moment of intent.
- Display ads = Build awareness and stay visible across the web.
- Video ads = Tell stories, engage emotions, and drive brand connection.