Search advertising and display advertising are two different types of online advertising that have distinct characteristics.
Search advertising refers to the ads that appear at the top or bottom of a search engine results page (SERP) when a user searches for a specific keyword or phrase. These ads are triggered by the user’s search query and are designed to be highly relevant to the user’s intent. Search advertising is typically text-based and is usually charged on a pay-per-click (PPC) basis.
Display advertising refers to the ads that are shown on websites across the internet, typically in the form of banner ads, video ads, or rich media ads. These ads are not triggered by a user’s search query, but rather by the content of the website or the interests of the user. Display advertising is typically image-based and is usually charged on a cost-per-impression (CPM) basis.
In summary, search advertising is triggered by user’s search intent and is text-based, and display advertising is not triggered by user’s search intent and is image-based.