Understanding the Difference Between PPC and Display Ads: Two Complementary Advertising Approaches

In the world of online advertising, it’s essential to understand the differences between the various methods to effectively reach your marketing goals. Among the most common options are PPC (Pay-Per-Click) on search engines and display ads. Although these two approaches are often used together, they have very different objectives and target consumers at distinct stages of their buying journey.

PPC on search engines is an advertising method that targets consumers who are already actively searching for a product or service. At this stage, the user is aware of their need and has a clear intention: they are looking for information, comparing options, or even ready to buy. This type of advertising appears when the user types specific keywords into a search engine like Google. For example, a user searching for “comfortable running shoes” shows a strong intention to find and potentially purchase running shoes.

Stage in the Customer Journey: When a consumer clicks on a PPC ad, they are generally at an advanced stage in their buying journey—often at the consideration or decision stage. They have identified a problem or a need and are looking for a concrete solution. In other words, PPC allows you to capture the attention of an already engaged consumer and offer a relevant response to their need at the exact moment they are ready to act.

In contrast, display ads have an approach much more akin to traditional advertising methods, such as billboards, TV ads, or magazines. These ads appear as banners on various websites and are designed to generate brand awareness and stimulate interest in consumers who are not actively searching for a product or service.

Unlike PPC ads, where the search intent is explicit, display ads target individuals based on their profile, interests, or browsing behavior. This is similar to “awareness-oriented” advertising of an earlier era: exposing a product to an audience to create a need where there was not yet awareness. The goal is to plant a seed, stimulate curiosity, and capture the attention of a consumer who might be interested but is not yet in an active search process.

Stage in the Customer Journey: Users exposed to display ads are in a much earlier stage of the customer journey—typically in the awareness phase. They are not yet engaged in an active search process, but these ads can prompt them to enter the buying journey by sparking interest or latent curiosity.

In summary, PPC targets a consumer who is already further along in their buying journey, actively searching and ready to act. This strategy is very focused on direct conversion and responding to clear search intent. On the other hand, display ads target a broader audience earlier in the buying journey by generating brand awareness and sparking interest, which could eventually lead to active searches.

At Vortex Solution, we understand that an effective online advertising strategy often requires combining these two approaches. PPC allows you to capture existing demand, while display ads help you create demand and build brand awareness in the long term. The key is finding the right balance between these two levers to maximize your results.