Search Ads vs. Banner Ads: Differences and Recommended Cases

“Which is more effective, Search Ads or Banner Ads?”

“What’s the difference between Search Ads and Banner Ads?”

If you’re reading this article, you may have these concerns as well.

Search Ads and Banner Ads are commonly used in web advertising, but it can be challenging to clearly understand the differences, especially when you’re just starting out with operations.

In reality, these two types of ads are not equivalent concepts.

In other words, they differ from the very concept.

This article explains the differences between Search Ads and Banner Ads, as well as their respective pros and cons.

For those involved in advertising operations, at the very least, it’s essential to understand these differences to maximize advertising effectiveness.

What are Search Ads?

Search Ads are advertisements that appear in search results on platforms like Google.

The term “Search Ads” refers to the delivery destination of the advertisement itself.

Since they are text-based ads, they reach users with text only, not images or videos.

Have you ever seen an area labeled ‘Ad’ in search results? That’s Search Ads.

The notable feature of Search Ads is that they are easily connected to sales.

Since the ads are displayed based on search keywords, users of Search Ads are considered to be the ‘target audience who knows about or is interested in that keyword.’

The target audience is often interested in the keyword, making it easy for them to take action and thus contribute to sales.

What are Banner Ads?

Banner Ads are a type of display advertisement.

The term ‘Banner’ refers to flags or banners, and in the advertising industry, ads in image format are called Banner Ads.

Since the term Search Ads refers to the delivery destination, the concepts of Search Ads and Banner Ads are fundamentally different.

Banner Ads are ads displayed in ad spaces provided on portal sites, web media, etc.

Banner Ads can convey more information to users through images than text-based ads, providing an advantage.

However, it is not recommended to run only Banner Ads.

Previously, it was possible to place only banner ads, but now banner ads are displayed as a type of responsive advertising, where ads are placed in a format and size that matches the destination.

While it is still possible to intentionally run only Banner Ads, the effectiveness is higher when running responsive ads, so running only Banner Ads cannot maximize advertising effectiveness.

So, what are the specific differences between Search Ads and Banner Ads?

Let’s compare the two types of ads and deepen our understanding of each in the next section.

Understand through a table! Differences between Search Ads and Banner Ads

From here, we will explain the differences between Search Ads and Banner Ads.

However, it’s important to know as prerequisite information thatSearch Ads and Banner Ads are not equivalent concepts.

While Search Ads is a term indicating the delivery destination of the ad, Banner Ads is a term indicating the display format of the ad.

When these terms are listed in parallel, Search Ads are equivalent to Display Ads, and Banner Ads are equivalent to Text Ads.

It might be a bit confusing, but it’s necessary information to deepen your understanding of advertising, so let’s keep it in mind.

With this prerequisite information in mind, let’s examine the differences between Search Ads and Banner Ads.

We will explain in detail using the table.

Difference1: Ad Format

The most significant difference between Search Ads and Banner Ads is theAd Format.

Search Ads aretext-based, while Banner Ads are in the form of banner (image) as the name suggests.

Since Search Ads aretext ads, they can convey more specific content to users.

On the other hand, Banner Ads are commonly delivered inimage or video formats.

While it is possible to deliver text-based ads in Banner Ads, it is generally not recommended as it negates the advantages of Banner Ads.

Banner Ads can contribute to branding and convey product or company images that text alone cannot express.

Therefore, Banner Ads are more effective for awareness expansion and branding than direct lead generation.

Due to the difference in ad format, choosing the appropriate ad based on the objective is crucial for varying ad effectiveness.

Difference2: Delivery Location

Search Ads and Banner Ads also have differentdelivery locations.

Search Ads are delivered on the search results page.

Since ads are displayed in relation to search keywords, they can approach users interested in those keywords.

Therefore, it is easy to get user actions, making it more likely to lead to sales.

On the other hand, Banner Ads are also displayed onwebsites affiliated with Google.

By setting targeting criteria, ads can be shown to users who are deemed appropriate, resulting in a high potential for awareness expansion.

Difference3: Pricing Model

Search Ads and Banner Ads also differ in theirpricing models.

Search Ads useCost Per Click (CPC), where ad costs are incurred based on the number of clicks.

In contrast, Banner Ads, in addition to CPC, have another pricing model called Cost Per Mille (CPM).

CPM incurs ad costs based on the number of times the ad is displayed.

When using Banner Ads, it’s advisable to compare display counts and click counts to choose the most cost-effective option.

Difference4: Ad Effectiveness

Up to this point, we’ve explained the differences between Search Ads and Banner Ads, but one crucial thing to remember is thatad effectiveness also variesdepending on the type of ad.

Reiterating, Search Ads have the characteristic of being displayed in relation to search keywords, allowing them to approach the target audience.

Since they can reach users who already have a concern and are considering a solution,they are expected to contribute to sales.

Conversely, users who do not know the keyword or do not search for it cannot be approached through Search Ads.

Therefore, Search Ads are not suitable for awareness expansion.

On the other hand, Banner Ads are effective forawareness expansion and branding.

As a type of display advertising, Banner Ads are displayed on various websites.

The strength lies in approaching users who do not yet have concerns or whose concerns have not materialized.

Therefore, rather than directly contributing to sales, Banner Ads are expected to make users aware of the company’s products, and when the user’s concerns materialize, they can be included in the options for a solution, contributing to future sales.

In summary, if you want to increase sales, use Search Ads; if your goal is awareness expansion and branding, use Display Ads (Banner Ads) to maximize ad effectiveness.

However, to maximize ad effectiveness, it is important to deliver the right ads at the right time.

Even if your company’s products are not widely known, delivering Search Ads with the product name will not result in searches, and the ad will not be effective.

First, use Display Ads to increase awareness and materialize user concerns.

Once the user’s concerns materialize,the effectiveness of the ad will change.

By clearly defining the purpose of the ad and selecting the appropriate ad accordingly, you can more easily maximize ad effectiveness.

From the next chapter onwards, we will explain cases where Search Ads are recommended and cases where Banner Ads are recommended.

Choose the ad that suits your company, and for the efficient achievement of your goals, please use this as a reference.

Cases Where Search Ads are Recommended

There are two cases where Search Ads are recommended:

Search Ads are recommended in cases where the company’s products and the market related to them are established.

Since Search Ads are ads linked to searches, it is necessary to advertise with keywords that are ‘searched.’

Even if you display ads for keywords that have zero searches, there won’t be users viewing the ads in the first place, making it a waste of time.

Therefore, Search Ads are recommended when your company’s products and related topics or keywords are clear and in a searchable state.

If you are unsure whether the keywords you want to advertise are searched, consider using the Keyword Planner provided by Google.

Next, let’s introduce cases where Banner Ads are recommended.

Cases Where Banner Ads are Recommended

Banner Ads are recommended in the following cases:

In such cases, since users cannot perform searches in the first place, the effectiveness of Search Ads cannot be expected.

In other words, if your company’s products are not recognized or the market itself is not established, you need to focus on expanding awareness first.

Use Banner Ads for this awareness expansion.

Since Banner Ads are a type of display advertising, you can place ads on various websites, making them suitable for expanding awareness.

You can approach potential users who are unaware of how to solve their problems or who are not aware of their problems themselves.

With Banner Ads, by approaching such users, you can accelerate awareness expansion, manifesting the problems, and ultimately acquire customers who will purchase your products in the future.

[Summary] Maximize Effectiveness with Ads Aligned with Marketing Goals

We have introduced the differences between Search Ads and Banner Ads and cases where each type of ad is recommended.

Since Search Ads are ads that approach the active user base, it is recommended to use them when the recognition of the products has already expanded.

On the contrary, Banner Ads approach the latent user base.

If the recognition of the products has not expanded, it is recommended to use Banner Ads, which are a type of display advertising.

By using ads aligned with the marketing goals, you can maximize the effectiveness of the ads.

If you are unsure whether to use Search Ads or Banner Ads, first reflect on the marketing goals of the service or product you are advertising.

If you are experiencing challenges in differentiating between Search Ads and Banner Ads or in their operation, it might be worth considering outsourcing to an advertising agency.

Advertising agencies, staffed with advertising operation professionals, will carry out effective advertising operations on your behalf.

Handling rapidly evolving web advertising on your own is not very realistic, especially with the updates happening frequently.

As you read this article, you might have moments when you think, “Advertising operations are challenging,” or “It would be great if I could delegate it somewhere.”

In such cases, we recommend starting by consulting with an advertising agency.

A good agency allows you to make inquiries and seek advice, even if you don’t proceed with a contract, and will propose the most suitable advertising plan for you.

If you have any questions or would like to start with minor inquiries, please use the contact button at the end of this article.