Cost Per Click (CPC) on Google is in short, dictated by the demand for that particular keyword and the likelihood that the keyword is going to “convert”.
With that in mind, Google Display Ads are generally cheaper than Google Search Ads, simply because the intent of the person clicking the ad isn’t the same as someone who is actively searching for that particular keyword. So in turn, the intent of someone clicking a Display ad is less than that of someone physically searching for a product or service.
Google Display Ads are excellent for product recall. If a user is looking for or interested in a certain type of product but doesn’t know who your brand is for example, then using Google Display Ads is a great way to put the image of the product in front of the user to show them that they can come to your website to find that particular product and more.
The Google Display Network consists of over 2 million websites and is designed to help advertisers target their perfect audience. The targeting options available let advertisers strategically show their message to potential customers at the right place and the right time.