The difference between text advertising and display advertising on Google

In the world of digital advertising, Google Ads is one of the most powerful platforms that business owners use to reach their target audience. But the question that is always asked by new entrepreneurs or marketers:

In this article, we will explain in detail the difference between text advertising and display advertising on Google, when to use each type, the advantages and disadvantages of each, and how to choose the most appropriate type according to your goal, budget, and audience.

First: What is a text ad on Google?

A text ad is an ad that appears on a Google search results page, and consists of:

• Main title

• Display URL

• Brief description

✅ Example of a text ad that appears when searching:

📍 This type of advertisement only appears when the user searches for specific keywords.

Second: What is a display ad on Google?

A display ad is an ad that appears in the form of Image or banner On websites and applications within the Google Display Network (GDN - Google Display Network).

A display ad can appear in:

• News sites

• Blogs

• Phone applications

• Videos on YouTube

• Gmail

• Phone games

📍 The ad can be a still image, a moving image, or even a short video.

Third: A quick comparison table between text and display advertising

Standard

Text advertising

Display ad

Appearance

On the search results page

In websites and applications

Formula

Text only

Photos - video - banner

Targeting

According to keywords

By interests, locations, segments

The most appropriate target

Attract those who are actually searching

Building awareness – remembering the sign

Click through ratio (CTR)

Mostly higher

Less, but more widespread

Cost

Relatively more expensive per click

Cheaper to show up

Design

No design required

It needs an attractive design

Emotional interaction

limited

Top thanks to images and emoticons

Fourth: When do you use text advertising?

🎯 1. When your goal is “instant demand”

If you're targeting customers who are currently searching for your product or service, text advertising is the perfect choice.

✅ Examples:

• "Pizza restaurant nearby"

• "Best men's barber shop"

• "Buy iPhone 14 Pro in Jeddah"

In these cases, the user is ready to buy or communicate immediately, and all he needs is to see your ad in front of him.

🎯 2. When you sell a specific service with a clear keyword

like:

• Website design

• International shipping from Saudi Arabia

• Book legal consultations

📌 These services depend on a clear search intent, and here the text advertisement succeeds in attracting the right customer.

🎯 3. When you have a limited budget

Because text advertising is pay-per-click (PPC), you only pay when a user clicks, making it suitable for entrepreneurs who want immediate results.

Fifth: When do you use display advertising?

🎯 1. When your goal is to build brand awareness

If you are launching a new project, or want to introduce the audience to your brand, display advertising is the best.

✅ Because it appears in front of the user even if he is not searching, and plants your image in his mind with repetition.

🎯 2. When retargeting

If a customer visits your site and doesn't make a purchase, you can target them with display ads that appear in other apps and sites.

📌 This method is very effective in reminding customers of abandoned carts or temporary offers.

🎯 3. When your product is visual

Some products just don't convince with text, they need to be seen.

✅ Examples:

• Home decoration

• Cosmetic products

• Foods and sweets

• Clothes and accessories

📷 In these cases, a display ad makes a big difference because it communicates Feelings And the impression is immediate.

Sixth: Advantages and disadvantages of each type in detail

✅ Advantages of text advertising:

• Appears before customers in their moment of need

• Higher click through rates

• Suitable for urgent advertising (discounts, limited offers)

• No design required

• Accurate targeting according to keywords

❌ Disadvantages of text advertising:

• Does not contain visual elements

• Not suitable for products that require visual display

• Competition for it is high in some sectors (such as restaurants - delivery - technical products)

✅ Advantages of display advertising:

• It appears to the public in more than one place

• Builds brand awareness

• Visually attracts attention

• Very effective in retargeting

• Lower CPM than script (low CPM)

❌ Disadvantages of display advertising:

• The rate of clicks is usually lower

• The customer may not be in a state ready to purchase

• It requires professional design

• It can be ignored like traditional advertising if it is not attractive

Seventh: Which is best for your field of activity?

👕 For a clothing store:

• The best: Display ad Displays pictures of pieces and offers

🧑‍⚕️ For a medical clinic:

• The best: Text ad For those looking for a specific doctor/treatment

🍽️ For a restaurant:

• Both are useful for scripting visual delivery requests to display images of food and appetizers

💻Website design service:

• The best: Text ad Because the customer is looking for a direct service provider

☕ New coffee shop:

• The best: Display ad To build awareness and visual presentation

Eighth: How do you benefit from both types together?

The most successful Google Ads campaigns are those that... Combine the two types:

Practical scenario:

1. start with Display advertising campaign To build awareness

2. Visitors enter your website or page

3. Then used Text ads To catch who's looking for you later

4. She adds Sham retargeting campaign For those who visited you and did not buy

📈 This way, you build an audience + follow + ultimately close the sale.

Ninth: Tips for the success of each type

📌 Tips for text ads:

• Make the title include the keyword

• Add an attractive offer (discount - free shipping - gift)

• Make your description talk about the benefit

• Use words like: “Order now”, “Get your discount”, “Buy today”

• Add additional sitelinks to subpages

📌 Tips for display ads:

• Use attractive, harmonious colors

• Don't put too much text in the image

• Make the focus on the product or offer

• Add a clear CTA (button, arrow, teaser)

• Test more than one design to see which one is best

Tenth: How much does each type cost?

Type

Payment form

Average cost

Script

CPC (cost per click)

From 1 to 10 riyals per click, depending on the field

Sour

CPM (cost per thousand impressions)

From 5 to 30 riyals per 1000 impressions

📌 Script is more expensive, but it brings ready customers 📌 Visual is less expensive, but it serves broader goals

Conclusion

Text ads and display ads on Google are both effective tools, but each has its time and role.

• ✅ If you want Instant results and direct transfers, choose text ad

• ✅ If you want Building a visual identity and expanding reach Start with display ads

But what is best? Use them together, within an integrated strategy that achieves awareness, interaction, and sales at the same time.

Related reading

• The practical difference between Google Ads and Snapchat Ads

• The difference between paid advertising and organic marketing – which is better for your business?

• The difference between a custom app and a Google Business page – which one is best for your business?

• The difference between Facebook and Google ads – which one is right for your store?

• Successful advertising: text + image + irresistible offer