Search campaigns: what they are and how they differ from Display campaigns

Online advertising today offers infinite solutions: there are different ad formats to choose from and also the ways to reach your target audience are almost unlimited. However, when it comes to online advertising, the most effective choices are mainly two: Search campaigns and Display campaigns. But what exactly is the difference? And which is the best? Here are some useful tips to orient yourself.

Search Network and Display: differences and strengths

While they are generally seen as two alternative choices, it is actually possible to combine Search campaigns and Display campaigns to get better results than opting for one of the two. Before doing so, however, it is good to know how one and the other work and what their strengths are.

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Let’s start with Search campaigns. No matter how interesting a business is, how optimized a site or how high the satisfaction rate of its customers: unless you are a global trading power it will be difficult to appear at the top of the list of search results on Google, especially if in your own market sector competition is very high. Nonetheless, to try to find a way forward, one possible solution is to optimize your website for Google searches. Search campaigns allow you to advertise an activity on the search network: this type of (paid) advertising is a great way to effectively intercept your target audience through Google, which offers certain products or services to those who are looking for them ( and, perhaps, it is also geographically close to your brand headquarters).

Search campaigns are based on a relatively simple process: when a user enters a search query on Google for certain products or services, some sponsored ads will appear, including the one promoted by your company. If the ad is well done, with a convincing text, the user will be more inclined to visit your site rather than that of a competitor brand and consequently you will be more likely to make a purchase.

Search campaigns offer several benefits:

  • Make a page visible quickly and conveniently;
  • They allow you to stand out from the main competitors in the sector;
  • They allow you to optimize marketing strategies;
  • They circumscribe the target audience, on the basis of criteria such as interests, sex, age, place;
  • They have quick tests to verify the effectiveness or otherwise of your website and the proposed call to action.

In addition, organizing a Search campaign is relatively simple. Just keep in mind a few important criteria, including:

  • The budget. If you have limited resources, Search campaigns are ideal, because they are convenient and at the same time very effective;
  • The type of products and services offered. Take, for example, the case of a plumber, a professional that people look for at specific times and, generally, in emergency situations. To find it easily, the Google search is a useful and immediate tool and consequently advertising on the search network can be a winning strategy;
  • The need to generate quality leads: search ads, in fact, are perfect for increasing the conversion rate, starting from the interest shown by customers.

Display campaigns are instead planned to pursue different objectives, such as increasing brand awareness, but also keeping users’ interest in a company constant even if it offers products that cannot be purchased immediately. The Display Network is also useful if you have high quality images, since one of the great advantages of Display campaigns is to insert images within the ads. This type of advertising campaign is therefore ideal if you need to promote products or services that have a strong visual impact, such as anything that falls within the furniture, clothing or events sector.

Search campaigns and Display campaigns are not, however, antithetical solutions, but, by mastering both well, they can be used together to plan an effective marketing strategy. The important thing, however, is to create two distinct campaigns, one for the search network and the other for the Display network: this will allow you to create ad hoc ads based on the target and to set specific budgets and offers for the network.

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