What is the difference between search ads and display ads?

Search ads and display ads serve distinct purposes in digital marketing, primarily differentiated by their functionality and the way they reach users.

The correct choice highlights that search ads are fundamentally intent-driven. They are typically shown to users actively searching for specific information or products on search engines, which means they target user intent based on the keywords someone inputs. This targeting mechanism allows advertisers to deliver highly relevant ads to users at critical moments in their buying journey, making it a powerful tool for capturing interest.

In contrast, display ads are visual advertisements that appear on websites, apps, and social media platforms, often unrelated to the immediate intent of the user. Their primary function is to build brand awareness or remarket to users who may have previously interacted with a brand. Display ads rely more on visual and creative aspects rather than targeting specific user intent, making them a different form of engagement with potential customers.

Understanding this distinction is crucial for marketers when deciding how to allocate their budgets and devise advertising strategies that align with their campaign goals.