There are only a very limited number of situations that will require ONLY this type of campaign. Generally Display Ads are used in tandem with Search Ads.
There are a number of reasons why these two campaigns are often combined. For starters, both rely on the text description of a product or service. The only difference is that Display Ads use images.
Depending on the nature of your business, you can add an interesting image to your Ad’s description to attract more potential customers. Another important feature of Display Ads is their partial automatic responsiveness. This means that their format, font, and feel partially adapt to the host site — which could be a partner website, video, blog, and so on.
The target network of Display Ads is broader than that of Search Campaigns. The ads are able to explore different potential targets instead of limiting your campaign to Google searches that focus on very specific customer demographics. As such, they are very useful for expanding your audience reach and raising overall brand awareness.
When you work with Display Ads, you can choose the topic or category of the website, blogs, posts, or YouTube videos where you want them to run. This means that there are over two million websites and apps where your ads could be displayed.
Example: Desktop Display ad for an online store of school supplies.