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Paid Search vs. Display Ads: which one delivers results?

21/05/2019
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There is nothing better than ‘online advertising’ to achieve immediate results from your marketing efforts. Through online advertising, you can get a huge number of potential customers in a more effective manner than marketing avenues such as newspapers and television.

We all agree to the fact that paid digital marketing is an effective way, but there is confusion among people when it comes to online marketing that which strategy should they follow. The same can happen to you. Should you go with search advertising or display advertising? Which one would be best for you?

Actually, it’s a very daunting task to determine which marketing campaign you should use. The debate about search advertising vs. display advertising has been storming for a while now. You could ruin the maximum success of your whole campaign if you use the wrong channel. Search engine marketing was very popular back then, but now companies have been moving larger bits of their budget toward display marketing.

But now the question is, which online advertising method would be the right one for you?

Well, it depends on some factors such as your industry, your marketing goals, etc. To know which method is the right one for you, you have to understand how the methods work and what is generally used to accomplish.

In this article, we will walk you through everything you should know about both Paid Search and Display Ads and tell you which one you should take into consideration. So, let’s get started.

#Search Engine Advertising

Search engine advertising is also known as pay-per-click (PPC). It is a low-budget way to reach the target audience. It’s an online advertising method which works based on keywords people type into the search bar. By using this strategy, your company can appear on page 1 of the search results in Google, Yahoo, and other search engines you want to deal with. You set your budget you want to pay every time a user clicks on your link. And, you could even show up on the top results if your bid is high enough.

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Advantages of Search Advertising

There are several benefits of pay-per-click advertising:

Highly Targeted

A pay-per-click campaign brings interested visitors if you set up the campaign correctly. It can boost the traffic to your website and drive higher conversions. You have to include the right keywords to set up a properly configured PPC campaign and each keyword will send visitors to your page and it will drive maximum customers/client conversions. Search Advertising is a very efficient and effective form of advertising which can bring you the targeted potentials and convert them into buyers.

Data can be Tracked

You can track your PPC campaign in great detail to precisely determine which keywords are most money making and which ones are flops. You can tweak your pay-per-click campaign to make maximum return on your marketing dollars by testing different keywords with different ads and different landing pages as well as testing combinations.

Cost-Efficient

Google and Bing, these search engines allow you to pay the maximum cost per click amount as you want to pay, as well as a daily budget. You only have to pay when a visitor clicks on the link to your website or page, and it gives you the most bang for your buck. It also allows you to utilize a targeted marketing campaign with the ability to set maximum per-click and daily spends without going over your budget. If you are low on budget, it can be the best bang for your buck.

Local-Friendly

PPC advertising is great for local services in which a targeted customer is looking for an immediate service such as hotels, plumbers, restaurants, locksmiths, etc. When a user searches with a term such as “locksmiths city”, they are actually looking for help from a locksmith right away. PPC campaign helps you with the ability in the search results at the exact moment when a customer is ready to buy services from a local business.

#Display Advertising

Display Ad is also known as Banner Advertising. You can see this everywhere online. It can be considered as a billboard campaign on the information superhighway. The difference is that you see a billboard while driving around the town but a display ad appears on websites where your targeted prospects are like to be. Nowadays, we see a lot of display ads on many websites. They are positioned to find their target market strategically. A banner ad for an eBook such as ‘how to become taller’ on a fitness website would be a good example of an effective display advertising campaign.

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Advantages of Display Advertising

You target your customers in Display Advertising. Though they are not as accurate as PPC campaign, there are a lot of reasons you should incorporate display ads into your marketing strategy.

Branding

You need to understand the purpose of display advertising in order to utilize it properly. Display Ads are a strong branding tool just like the billboards you see while roaming around the town. They are great to help you by driving brand awareness. They can help you presenting an engaging company logo with a catchy motto to bring the visitor in. Unlike the PPC campaign can only show the text of your ad, visitors can experience a visual experience with a display ad. For that, your ad has to be attractive and memorable. It has to be sticky to the visitor’s mind and has to have the quality to build a positive and strong association to the brand. You also need to have an idea about google display ads size.

Remarketing/Retargeting/Reminder Ads

Display Ads help the customers to remember the brand and draw them back to complete a purchase. They give you the opportunity to pull the visitors back in with retargeting. Let’s say Amazon for an example. When you search for a product somewhere, you see that same product keeps showing up on other websites on display ads.  This is what exactly called remarketing or retargeting. It’s also called a reminder ad. We, advertisers, remind you several times before you make a decision to make a purchase. It’s a great tool to accomplish this objective.

Wider Reach

Display Advertising generates a broader net and highlights your brand in front of more customers than a PPC campaign. The pay-per-click campaign draws in the customers who are already looking for the service or product but Display Advertising can bring in the interested customers to your service or product who may have never thought about purchasing it.

But which method would be the right marketing for you?

Now that you know what display advertising and search advertising campaign are and the effectiveness of them as well, it will be easier for you to decide which one is best for your company.

  • If your service is somewhat people need for emergency, then you should go with a pay-per-click campaign. That would be a better approach for you than display ads.
  • But, if you want your audience to have a longer buying cycle in which your audience needs to be reminded few times before purchasing something from you, then a display ad campaign would be the best for you.

Your appearance on the internet should be mobile-friendly

People do most web searches on mobile devices such as smartphones or tablets.

Suppose, you’re a hotel or restaurant. Most of your customers are trying to reach you through their smartphones. Because they don’t take their computer devices everywhere they go. They will probably search in terms like “hotels in this city” or “nearby restaurants” on their mobile’s web browser.

Paid search campaigns are generally more effective in reaching this market for mobile consumers.

However, it can be a powerful approach for your company if you blend the two methods of online advertising together. There goes a saying, “never place all of your eggs in one basket”. Well, this phrase goes accurately with digital marketing. Both online marketing strategies can help you to engage your target market during different phases of the buying cycle once you put them on work together.

Display ads will allow you to get discovered and keep you highlighted in the eyes of targeted prospects whereas search advertising will help to close the deal. If you want to get the maximum results from your online marketing efforts, combine both methods.

Author Bio:

John O. Brooks is a business owner, photographer, writer, and cupcake enthusiast. He shares his personal passions about business strategy, visual marketing and branding through his work. He is currently working with Oxedent. He is well-versed in making contents including blog posts, technology contents, product descriptions, tips and tricks articles, and so on. He is also experienced in creating contents on consumers, luxury, and lifestyle brands. He has a determined editing skill with a keen eye for detail. He is passionate about traveling, fitness, and cooking. He also manages a video editing service company. He loves to share his knowledge because life is too short to keep everything inside the head.

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