Display advertising is different from PPC in the way that ads are forwarded. In other words, search ads are only shown to those who are already searching for your product or service, while display ads are paid locations that appear based on various targeting parameters. Display: Paid ads are shown on websites based on a specific keyword theme that match the theme of the hosting website. There are several different types of paid ads, from display advertising and search campaigns to social media ads and PPC ads.
Paid search advertising is one of the most popular forms of PPC advertising in which brands pay (using an auction-based model) to have their ads displayed above and below organic search engine results when users search for certain keywords. The reason why search ads tend to generate more conversions than display ads is because the Search Network connects advertisers with people who are actively searching for products with greater intent, so they are naturally more likely to convert. However, it's very easy to overpay for banner ads, since you're guessing how much you need to invest in online advertising space. The main difference between Google search ads and display ads is that search ads are a form of “attraction”, while display ads are “push advertising”.
These are services that it's likely that someone won't pay for while reading a blog article or browsing Facebook and, by chance, seeing your display ad. Although Google display advertising still originates from the Google Ads interface, display ads work very differently from paid search ads.Pay Per Click