There is a huge difference between Search and Display ads. Let me elaborate.
Your search network ads will appear on “search engines” such as Google and the Search Partners, Yahoo, Bing, and so on.
These ads on the search network will only be test ads. See the example below of a Google Search and where the ads are shown on Google. There are 3-4 ad slots at the top of Google and more at the bottom of the page.
These ads are simple and focused on describing the services you offer to the searcher. Be sure to include the keywords that your ads are triggering. And choosing the landing page for this ad is important; it must be relevant to the keyword and ad in your campaign.
Learn more about the Google Search Network here.
When using the display network, you are expanding your reach to over 2 million websites, videos, and apps that Google is partnered with.
The display network sites reach over 90% of internet users worldwide.
Targeting your audience on the display network is different than on search. You will show your ads to users based on their online interests, behaviors, and sites they might frequent.
You can also specifically target based on age, gender, and geographic location. Plus, the device they are using.
Display ads are much different than the text ads used on the search network. See the examples below.
Learn more about the Google Display Network here.
Free Tip: if you are using Google Ads and managing your account. DO NOT use Search and Display network targeting in the same campaign. Separate the campaigns so they can focus on the two different networks separately and perform better.