Search Ads are different from Display ads because they show up based on search keywords that users key in when searching for something on a search engine (such as Google or Yahoo). These ads catch the attention of people who are actively looking for a product or service and want to buy them immediately. In short, they have buying intent.
Search Ads appear at the top or the side of Google or Yahoo's (or other search engines) search results page. These ads show up based on keywords that you have chosen to trigger them so they can catch the attention of people interested in what you offer.
Search ads come in different forms depending on the search engines. For example, Google Ads has four types of search ads:
Expanded Text Ads
This is a traditional text-based ad that appears above or to the right of organic search results but with modern adjustments that allow for more room to describe what you're promoting even more.
Shopping Ads
This is a paid ad for an individual product. It displays the product's image, name or title, price, and your store's name. This is one of the best converting ads when it comes to promoting products since they appear based on keywords that have buying intent.
Responsive Search Ads
This is an improved version of the Extended Search Ads. It can appear on both mobile and desktop searches, plus the elements of the ad change dynamically. Google's machine learning determines the best combination of ad elements that would likely lead to a click or a purchase.