Display Advertising Vs Search Advertising
What are Display and Search Ads and What do They Do?
To those who are unfamiliar with these terms, Display Ads are those banners you often see on forums, on most websites, they can have different formats and placements. Search ads are the paid advertisements you see on top of your search engine result page.
They are both very useful and can have great results that are worth your money – it’s important to determine what is the goal of your campaign before you invest in either of them, otherwise you risk not making the best use of these tools.
When Should I Use Search Ads?
Search ads appear when someone looks up something on Google, which is great if your goal is to increase your leads or your sales.
A lot of people resort to Google Search whenever they have a problem that needs to be fixed, which means they are proactively looking for a solution.
Google’s algorithms present the ads first according to what the person was looking for, and the organic search results afterwards. This means that if your company offers the solution to the person’s problem, and your ad is placed on top of the search result page, there is a very big chance that the person will make a purchase or set up an appointment.
This why it is so important to set up a Google Ads campaign with the help of someone who specializes in this, so they can optimize your campaign and make sure your advertisement is on the top of the research page. Google usually only presents three ads on top of the page per search, so it’s important to make sure your ad is optimized.
So when is the Best Opportunity to use Display Ads?
Display Ads are a very common sight whenever you are browsing all kinds of websites, social media, forums, etc. This means they are displayed all the time, and not specifically when someone is looking for the product or service that you offer.
Although the conversion rate of this kind of digital advertising is much lower than the Search Ad, it is still very useful. Especially if your goal is to increase your brand awareness.
If your goal isn’t to drive up sales instantaneously, but rather to raise awareness towards your brand, your service or a specific campaign your doing – Holiday campaigns, sales, etc – then Display Ads will be the best choice. You can do them on both Facebook and the Google Search Network.
You can customize your campaign according to your needs and your target audience.There are a lot of variables that can make or break your Display Ad Campaign, so if you are not sure on how to proceed and don’t want to throw money at an ineffective campaign you can contact an expert to set it up for you.
Both these tools are incredibly useful and important, and nowadays it can make all the difference for bigger and smaller brands and companies alike. With the Holidays coming up, it’s a great time to use all these amazing digital resources to the best of their abilities and watch your business reach new heights.